Want women to like your brand? Run ads with skinny female models – they’ll like you more but feel worse about themselves.
In a new study created in response to Dove’s “Campaign for Real Beauty” (see ADWire’s previous post about that campaign here), researchers found that ads featuring thin models improved the brand’s image in the eyes of women …. while also making them feel bad about themselves. Read details here.
It’s a paradox I suppose. We women almost instinctively feel bad about ourselves when we see skinny models but actually like the product more than one that advertises using regular-sized women. Maybe because women think the product advertised will actually get them to live the idealized life portrayed by thin models? I don’t really know. But I do know that there are no products out there that will completely transform you for the low, low price of $29.95.
