EMAC edition:40 location:Ljubljana date:24-27 May 2011
This paper describes an experiment which tested the effectiveness of female models with different body sizes in print advertisements for beauty products. The research results show that the use of a relatively slim female model in an advertisement is significantly more effective for all dependent measures compared to an average size or a full-figured model. This result is not significantly influenced by age and self-esteem of the viewer. However, a significant third order effect was found with body-esteem and gender. For women with a high body esteem, advertisements with an average-sized model are the most effective, whereas for women with low body esteem, a slim model are most persuasive, suggesting that differentiation strategies for beauty products can be useful.