Title
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
Author
Faculty/Department
Faculty of Applied Economics
Publication type
article
Publication
New York ,
Subject
Economics
Source (journal)
Sex roles: a journal of research. - New York
Volume/pages
60(2009) :5/6 , p. 366-378
ISSN
0360-0025
ISI
000263888400007
Carrier
E
Target language
English (eng)
Full text (Publishers DOI)
Affiliation
University of Antwerp
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 departments 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.
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