School of Communication, Florida State University.
Jim Moran College of Entrepreneurship, Florida State University.
Health Commun. 2021 Oct;36(11):1417-1425. doi: 10.1080/10410236.2020.1761077. Epub 2020 May 13.
To counter the negative effects of viewing unrealistically thin and attractive models in beauty and fashion advertisements, some companies depict women with larger bodies in their advertisement campaigns. Previous experimental evidence suggests women may feel more satisfied with their own bodies immediately after viewing advertisements featuring these models. The current study aimed to extend these findings by examining the moderating role of trait body discrepancies and the presence of objectifying advertising slogans in advertisements. A sample of 202 undergraduate students who identified as female viewed advertisements depicted on Instagram that varied in the model's body size (thin or plus-size) and slogan type (objectifying or empowering). Body satisfaction and actual-ideal body discrepancy were measured. As expected, the body size of the model significantly improved women's body satisfaction and this effect was moderated by participants' actual-ideal body discrepancy. No effects for objectifying slogans (versus empowering slogans) featured in the advertisements were discovered. The implications for these findings are discussed.
为了抵消在美容和时尚广告中观看不切实际的瘦和美模型的负面影响，一些公司在广告活动中描绘体型较大的女性。之前的实验证据表明，女性在观看这些模特的广告后，可能会立即对自己的身体感到更满意。本研究旨在通过检查特质身体差异和广告中存在的客观化广告标语的调节作用来扩展这些发现。一项由 202 名女大学生组成的样本在 Instagram 上观看了不同模特体型（瘦或加大型）和标语类型（客观化或赋权）的广告。测量了身体满意度和实际理想身体差异。正如预期的那样，模特的体型显著提高了女性的身体满意度，而这种效果受到参与者实际理想身体差异的调节。广告中没有发现客观化标语（与赋权标语）的效果。讨论了这些发现的意义。
