The University of Queensland, St Lucia, Australia.
Body Image. 2010 Jun;7(3):218-26. doi: 10.1016/j.bodyim.2010.03.004. Epub 2010 May 21.
Increasing body size and shape diversity in media imagery may promote positive body image. While research has largely focused on female models and women's body image, men may also be affected by unrealistic images. We examined the impact of average-size and muscular male fashion models on men's and women's body image and perceived advertisement effectiveness. A sample of 330 men and 289 women viewed one of four advertisement conditions: no models, muscular, average-slim or average-large models. Men and women rated average-size models as equally effective in advertisements as muscular models. For men, exposure to average-size models was associated with more positive body image in comparison to viewing no models, but no difference was found in comparison to muscular models. Similar results were found for women. Internalisation of beauty ideals did not moderate these effects. These findings suggest that average-size male models can promote positive body image and appeal to consumers.
增加媒体图像中的体型和形状多样性可能有助于促进积极的身体形象。虽然研究主要集中在女性模特和女性的身体形象上，但男性也可能受到不切实际的形象的影响。我们研究了平均体型和肌肉发达的男性时尚模特对男性和女性身体形象以及广告效果的感知的影响。330 名男性和 289 名女性样本观看了四个广告条件之一：没有模特、肌肉发达、平均苗条或平均大模特。男性和女性认为平均体型模特在广告中的效果与肌肉模特一样好。对于男性来说，与不看模特相比，观看平均体型模特与更积极的身体形象相关，但与肌肉模特相比没有差异。女性也有类似的结果。审美理想的内化并不能调节这些影响。这些发现表明，平均体型的男性模特可以促进积极的身体形象，并吸引消费者。
