Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

Women feel thin models are more elegant, interesting and pleasant

20.09.2006
Thin fashion models help sell products because many women feel that putting on weight shows a lack of willpower, a new study says.

Researchers from the University of Bath found that two-thirds of women they interviewed reacted favourably to print advertisements featuring thinner female models whereas less than a third liked models of a larger size.

Those who preferred thinner models tended to believe that weight can be controlled by dieting or exercise. They tended to think the thinner models were more “elegant”, “interesting”, “likeable” and “pleasant”.

Because they much preferred the slimmer models, they were more likely to approve of the product the models was advertising, in this case food products such as up-market salad combinations and gourmet hamburgers.

The women who believed they were in control of their weight – who tended to be thinner – also were less likely to have friends who were larger women, and some of them believed that larger women were a little untrustworthy.

Those who believed that weight was not controllable – who were themselves more likely to be larger – were less likely to see the slim model as an ideal, and were less impressed with the product advertised.

The researchers interviewed 470 women undergraduates, of whom 67 per cent reacted favourably to print advertisements featuring thinner female models whereas only 29 per cent reacted favourably to models of a larger size. Those women who were thinner were more likely to believe weight could be controlled.

The study’s results come a week after the Culture Secretary, Tessa Jowell, warned of the dangers of girls starving themselves to emulate waif-like supermodels. Earlier this month the Madrid fashion week imposed restrictions on very thin models.

“This study shows us why using thin models is a successful strategy by advertising companies," said Professor Brett Martin, of the University of Bath’s Marketing Group in its School of Management.

“Women who believe that weight can be controlled by taking exercise and dieting believe that a thin model has succeeded in controlling her own weight and is someone they can relate to. These women tended to be thinner.

“They also believe the model to be more likeable and pleasant too – an idealised version of themselves in fact.

“The fact that the model endorses a certain product means that they feel that product must also be a good one and are more inclined to buy it.

“Women who don’t feel weight is under the control of individuals – and this view was associated with larger women – feel the model has just got lucky genetics and are less inclined to see the model as possessing more attractive psychological qualities, though they don’t favour larger models either.

“So with women who believe weight can be controlled, the thin model will work, and among women who don’t believe it can be controlled, the model size doesn’t matter.

“So the recent idea among some commentators that women will respond to models who are average size is generally not right.”

The study found:

• 72 per cent of thin women feel they have control over their own weight; 32 per cent of larger women feel this.

• 65 per cent of those women who felt they could control their weight thought the thinner model was elegant; 48 per cent of those who thought weight was genetic-determined felt this

• 57 per cent of those women who felt they could control their weight thought the thinner model was interesting; 32 per cent of those who thought weight was genetic-determined felt this

• 60 per cent of those women who felt they could control their weight thought the thinner model was likeable; 47 per cent of those who thought weight was genetic-determined felt this

• 64 per cent of those women who felt they could control their weight thought the thinner model was pleasant; 56 per cent of those who thought weight was genetic-determined felt this

• 50 per cent of those women who felt they could control their weight said they did not have many friends who were larger women; 43 per cent of those who thought weight was genetic-determined felt this

• 17 per cent of those women who felt they could control their weight agreed that “I really don’t like fat people much”; 13 per cent of those who thought weight was genetic-determined felt this

• 67 per cent of those women who felt they could control their weight agreed that “fat people tend to be fat pretty much through their own fault”; 45 per cent of those who thought weight was genetic-determined felt this

• 12 per cent of those women who felt they could control their weight agreed that “fat people were a little untrustworthy”; 7 per cent of those who thought weight was genetic-determined felt this.

Tony Trueman | alfa
Further information:
http://www.bath.ac.uk/news/releases

More articles from Studies and Analyses:

nachricht New study from the University of Halle: How climate change alters plant growth
12.01.2018 | Martin-Luther-Universität Halle-Wittenberg

nachricht Disarray in the brain
18.12.2017 | Universität zu Lübeck

All articles from Studies and Analyses >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: Artificial agent designs quantum experiments

On the way to an intelligent laboratory, physicists from Innsbruck and Vienna present an artificial agent that autonomously designs quantum experiments. In initial experiments, the system has independently (re)discovered experimental techniques that are nowadays standard in modern quantum optical laboratories. This shows how machines could play a more creative role in research in the future.

We carry smartphones in our pockets, the streets are dotted with semi-autonomous cars, but in the research laboratory experiments are still being designed by...

Im Focus: Scientists decipher key principle behind reaction of metalloenzymes

So-called pre-distorted states accelerate photochemical reactions too

What enables electrons to be transferred swiftly, for example during photosynthesis? An interdisciplinary team of researchers has worked out the details of how...

Im Focus: The first precise measurement of a single molecule's effective charge

For the first time, scientists have precisely measured the effective electrical charge of a single molecule in solution. This fundamental insight of an SNSF Professor could also pave the way for future medical diagnostics.

Electrical charge is one of the key properties that allows molecules to interact. Life itself depends on this phenomenon: many biological processes involve...

Im Focus: Paradigm shift in Paris: Encouraging an holistic view of laser machining

At the JEC World Composite Show in Paris in March 2018, the Fraunhofer Institute for Laser Technology ILT will be focusing on the latest trends and innovations in laser machining of composites. Among other things, researchers at the booth shared with the Aachen Center for Integrative Lightweight Production (AZL) will demonstrate how lasers can be used for joining, structuring, cutting and drilling composite materials.

No other industry has attracted as much public attention to composite materials as the automotive industry, which along with the aerospace industry is a driver...

Im Focus: Room-temperature multiferroic thin films and their properties

Scientists at Tokyo Institute of Technology (Tokyo Tech) and Tohoku University have developed high-quality GFO epitaxial films and systematically investigated their ferroelectric and ferromagnetic properties. They also demonstrated the room-temperature magnetocapacitance effects of these GFO thin films.

Multiferroic materials show magnetically driven ferroelectricity. They are attracting increasing attention because of their fascinating properties such as...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

Event News

10th International Symposium: “Advanced Battery Power – Kraftwerk Batterie” Münster, 10-11 April 2018

08.01.2018 | Event News

See, understand and experience the work of the future

11.12.2017 | Event News

Innovative strategies to tackle parasitic worms

08.12.2017 | Event News

 
Latest News

Thanks for the memory: NIST takes a deep look at memristors

22.01.2018 | Materials Sciences

Radioactivity from oil and gas wastewater persists in Pennsylvania stream sediments

22.01.2018 | Earth Sciences

Saarland University bioinformaticians compute gene sequences inherited from each parent

22.01.2018 | Life Sciences

VideoLinks Wissenschaft & Forschung
Overview of more VideoLinks >>>