An integrative approach to the effects of non-idealized models on young women’s and men’s body image and advertising perceptions

Beauty and fashion companies have been criticized for the persistent usage of extremely thin and muscular models in their advertisements (ads). Current literature has consistently shown that such idealized representations have detrimental effects on individual's body image and general well-being. Society has therefore called for using more socially responsible advertising. Hence, advertisers have started to include "non-idealized models", which are models who, according to social norms, do not comply to the conventional standards of beauty and are usually defined by having an average- or plus-size body size. Such non-idealized models are assumed to contribute to a more positive body image and lead to better advertising results. Yet, current research seems divided about whether such models actually do generate these expected positive outcomes. Therefore, the first goal of this PhD project was to map the effects of non-idealized models by systematically synthesizing prior literature. This systematic literature review is discussed in Chapter 1 and aimed to not only gain an overview of what is currently known about non-idealized models, but also mapped certain study characteristics that can provide insight in why current literature seems to be inconsistent. The results revealed that while for body image and well-being outcomes, most studies found either positive or null results, effects for advertising outcomes were more divided (N = 77 studies). These inconsistent findings can be explained by the large variety of labels and incomplete operationalizations that were identified within the review. The second goal of this PhD project was to assess under which conditions non-idealized models are most likely to have positive results. Three components are likely to determine the effectiveness of a non-idealized model: 1) message components - how are non-idealized models presented in an ad (i.e., framing and different types of non-idealized models), 2) source components - the corporate context that surrounds the ad (i.e., organization type), and 3) receiver components - the individual who is evaluating the ad (i.e., moderating psychosocial traits). These three components were investigated in different experiments, discussed in Chapter 2-4. Chapter 2 investigated the role of framing. Non-idealized model ads have been criticized for still being appearance-focused because they keep on framing the model as passive, only valued for her aesthetic, non-idealized appearance qualities (i.e., passive body framing). Alternative framing approaches emphasizing other qualities, such as body functionality (i.e., active body framing) or personality (i.e., subject framing), could be more successful in generating positive results. The experiment (N = 568 young women) discussed in Chapter 2 studied the effects of different framing approaches. Results showed that a passive object frame generated more appearance schemas than a subject frame and poorer ad outcomes as compared to an active object frame. The moderating role of thin-ideal internalization was also investigated, but no significant effects were found. Chapter 3 investigated the role of the type of organization that is distributing the non-idealized model ad. Using non-idealized models is seen as a corporate social responsibility (CSR) act. The effectiveness of a CSR act is dependent of the CSR fit, which means that results are most optimal when the social cause displayed in the ad, also fits the characteristics of the advertising organization itself. The two experiments in Chapter 3 investigated the effects of three types of CSR fit: 1) whether the function of the organization matches the idea of non-idealized models (profit vs. non-profit), 2) whether the image of the organization is known for supporting Body Positivity (BoPo) (poor vs. good reputation), and 3) whether the audience of the organization is open to non-idealized models (BoPo endorsement and gender). Results of both experiment 1 (N = 707 young women) and experiment 2 (N = 339 young women and men) revealed that a non-profit organization or a profit organization with a good reputation on BoPo resulted in better ad outcomes than a profit organization with a poor reputation. These effects were also mediated by external attribution, trustworthiness, and authenticity. No moderating effects of BoPo endorsement and gender were found. Chapter 4 investigated the role of different types of non-idealized models and focuses on men solely. For women, a non-idealized body generally refers to a larger body. Yet, for men, given the muscular body ideal, a non-idealized body can be both a larger as well as a skinnier body type. The intercultural experiment described in Chapter 4 (N = 363 young Flemish and Irish men) therefore investigated the effects of different body types (i.e., muscular, slim, larger, and a diversity condition with a combination of all types together) on men's body image and advertising perceptions. Masculinity and country were also included as moderators. Findings show that the diversity condition showing a variety of body types generated the best effects for men's body image. Overall, the current PhD project gave insights into the circumstances under which non-idealized models are most likely to have beneficial effects regarding body image and advertising perceptions. These results advance both body image and advertising research and theory and shed light on the inherent ambiguity that exists within non-idealized model ads.

Jaar van publicatie:2022

Toegankelijkheid:Closed