Skinny Sells

by nicole ~ July 31, 2008

Yesterday Ad Age reported on a new study conducted by business professors at Villanova University and the College of New Jersey, revealing that advertisements featuring skinny models make women feel worse about themselves, but better about the brand. The article states:

Women in a sample of 194 college students aged 18-24 expressed more negative feelings about their sexual attractiveness, weight and physical condition after seeing thin models than before. So-called high self-monitoring women, or those more concerned about what others think of their appearance, were the most negatively affected by seeing the thin models in the study.

The professors are still preparing a written report on results from a second phase of the research, which found that despite the negative effect on their body image, women preferred ads showing thin models and said they were more likely to buy products featured in those ads than in ones showing “regular-size models,” said Jeremy Kees, a business professor at Villanova.

I’m not so sure that the thin models are making people actually have a more positive view of the brand, but instead playing on people’s insecurities. Isn’t that what a lot of advertising is about?

Just yesterday I read an article about how women tend to purchase more impulsively when they are feeling unhappy (unfortunately I cannot find the article again, but the theme is fairly common). It seems to me that looking at the advertisement’s unrealistic (for most) portrayal of the female figure has something to do with women’s happiness when looking at the advertisement….thus leading them to want to buy. According to the article, the study was inspired by Dove’s “Campaign for Real Beauty,” which features women of all shapes and sizes. Despite the survey’s findings, Dove manufacturer Unilever stands by their advertising approach.

“In a statement, a spokesman for Unilever said the company believes its approach works. ‘Unilever is confident in the effectiveness of its advertising,’ he said. ‘We believe women have the right to feel comfortable with their bodies and not suffer from lack of self-esteem brought on by images of excessive slimness.’”

What this article fails to mention, is what types of products the study participants were shown advertisements for. I would be interested to know whether they were showing ads for products similar to Dove’s or were they completely different. The Ad Age article shows an advertisement for a Ralph Lauren handbag with a skinny model, but doesn’t note whether or not it was used in the study.

I think what is important here is that Dove’s products are not typically the type of products people purchase on impulse. Most people already use shampoo, deodorant, body wash, etc. It’s more just a matter of choosing which brand to use. Personally I respect Dove for launching this ad campaign and think more highly of the brand for helping average women to feel better about themselves.

On that same token, I’m definitely guilty of a few impulsive “retail therapy” shopping trips for various reasons…and other women are too. With body image being a huge concern for women these days, I think it’s safe to say that it is a likely inspiration for the impulse purchases made by many.

Nicole Amato is an Account Executive at Mediashop PR and a graduate of Northeastern University with a BA in Journalism.