Effects of Scarcely Dressed Models in Advertising on Body Esteem for Belgian Men and Women

Effects of Scarcely Dressed Models in Advertising on Body Esteem for Belgian Men and Women We explore how more revealing displays of models’ bodies in advertising impact individuals’ body esteem. The first study exposed a snowball sample of 215 Belgian men and women starting from a research department’s database to an advertisement containing a male or female model in pajamas or underwear. Scarcely dressed models had a negative effect on individuals’ body esteem compared to dressed models, especially for opposite-sex models. The second study replicated the results of the first with a representative sample of 123 women from a consumer panel, using different models. Both scarce dress of the opposite-sex model and reported sexual arousal affected body esteem. Model attractiveness served as a moderator for same-sex models. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Sex Roles Springer Journals

Effects of Scarcely Dressed Models in Advertising on Body Esteem for Belgian Men and Women

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Publisher
Springer Journals
Copyright
Copyright © 2008 by Springer Science+Business Media, LLC
Subject
Psychology; Gender Studies; Sociology, general; Medicine/Public Health, general
ISSN
0360-0025
eISSN
1573-2762
D.O.I.
10.1007/s11199-008-9541-0
Publisher site
See Article on Publisher Site

Abstract

We explore how more revealing displays of models’ bodies in advertising impact individuals’ body esteem. The first study exposed a snowball sample of 215 Belgian men and women starting from a research department’s database to an advertisement containing a male or female model in pajamas or underwear. Scarcely dressed models had a negative effect on individuals’ body esteem compared to dressed models, especially for opposite-sex models. The second study replicated the results of the first with a representative sample of 123 women from a consumer panel, using different models. Both scarce dress of the opposite-sex model and reported sexual arousal affected body esteem. Model attractiveness served as a moderator for same-sex models.

Journal

Sex RolesSpringer Journals

Published: Sep 21, 2008

References

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