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Using Plus-Size Models In Ads Doesn't Work

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Arizona State University researchers took time out from their busy schedules to see if using plus-size models in ads worked.

The study involved showing female students with low, normal and high body mass indexes ads and then having them answer an accompanying questionnaire.

From the questions, their "self-esteem shifted based on the model sizes they saw in the ads and whether they considered themselves to be similar to or different from those sizes".

Marketing Associate professor Naomi Mandel, explains the study's findings:

"We believe it is unlikely that many brands will gain market share by using heavy models in their ads. We found that overweight consumers demonstrated lower self-esteem – and therefore probably less enthusiasm about buying products – after exposure to any size models in ads (versus ads with no models). Also, normal-weight consumers experienced lower self-esteem after exposure to moderately heavy models, such as those in Dove soap’s ‘Real Women’ campaign, than after exposure to moderately thin models."

Inneresting.

What do U think of the findings???

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