Every day, women are bombarded by advertisements and social media feeds that show “the ideal lifestyle”. The Pinterest-worthy food, impeccable makeup tutorials and toned bodies in workout gear, paired with commercials and images in magazines can create a crisis of body satisfaction. Putting immense pressure on the modern woman. Diversity and representation–both racially and of body types–is sorely lacking from the modeling industry.
A recent study from the University of Florida proves what women already know: seeing someone who looks like you in advertising can help boost confidence and self-esteem. Assistant professors Russell Clayton and Jessica Ridgway surveyed 49 college-aged women who all indicated they wished they were thinner. Clayton and Ridgway showed them pictures of thin, average, and plus-sized models. After the participants viewed each image. They were asked about their own body satisfaction and how they compared themselves to the models.
Their responses show that advertisers can boost their effectiveness in two ways: they can raise women’s body positivity, as well as be more effective in their marketing.
When women are being shown images of thin models, the researchers notice three things about their responses. First, they made more comparisons between their own bodies and the models’. Second, they paid less attention to the models and remembered less about them. Third, they indicated they felt less body satisfaction after viewing the images.
But when the women are shown images of average or plus-sized models. The responses were the complete opposite. The women made fewer comparisons, paid more attention and remembered more about the individual models, and indicated higher body satisfaction.
Professors Russell Clayton and Jessica Ridgway
Sparking A Change
All of this indicates that using more average and plus-sized models in advertising campaigns is beneficial. This method promotes body positivity and potentially increases self-esteem and mental health in the women who view the campaign. If that isn’t enough reason, it also shows women are more likely to remember and notice models who look like them, rather than the stereotypical industry “skinny” model.
Overall, this tells advertisers and the modeling industry something they should know by now. Diversity and the inclusion of average-sized women in their marketing is good for both them and their customers. It leaves the women who view their advertisements feeling more self-satisfied and positive. Also ensuring that the images are memorable.
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