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Title
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Effects of scarcely dressed models in advertising on body esteem for Belgian men and women
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Author
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Abstract
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| 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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Language
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English
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Source (journal)
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Sex roles: a journal of research. - New York
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Publication
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New York
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2009
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ISSN
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0360-0025
[print]
1573-2762
[online]
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DOI
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10.1007/S11199-008-9541-0
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Volume/pages
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60
:5/6
(2009)
, p. 366-378
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ISI
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000263888400007
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Full text (Publisher's DOI)
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