School for Mass Communication Research (SMCR), Faculty of Social Sciences, KU Leuven, Parkstraat 45, 3000, Leuven, Belgium; Research Foundation Flanders (FWO-Vlaanderen), Egmontstraat 5, 1000, Brussels, Belgium.
School for Mass Communication Research (SMCR), Faculty of Social Sciences, KU Leuven, Parkstraat 45, 3000, Leuven, Belgium.
Body Image. 2021 Jun;37:255-268. doi: 10.1016/j.bodyim.2021.03.003. Epub 2021 Mar 24.
Current literature is inconsistent about the effects of idealized (i.e., thin) vs. non-idealized (i.e., average or plus-size) models on young women's well-being. This inconsistency may be explained by different frames (i.e., passive body, active body, and subject) surrounding beauty ad models. The current experimental study among 568 women aged 18-30 years (M = 21.45, SD = 1.84) tested the effects of differently framed ads featuring idealized vs. non-idealized models on well-being and ad effectiveness while taking into account the mediating role of cognitive schemas and moderating role of thin-ideal internalization. Results showed that a passive body frame generated more appearance schemas compared to a subject frame. The effects of framing on body functionality schemas operated differently for idealized vs. non-idealized models. The passive body frame also induced inferior ad outcomes (i.e., lower attitudes to the advertisement and brand and lower purchase intent) compared to an active body frame. No other main framing effects nor moderating effects of thin-ideal internalization were found. These results for advertising outcomes can encourage beauty brands to stop using typical objectifying ads.
目前的文献对于理想化（即瘦）和非理想化（即平均或大码）模特对年轻女性幸福感的影响存在不一致的看法。这种不一致可能是由于围绕美容广告模特的不同框架（即被动身体、主动身体和主体）所解释的。本项在 568 名年龄在 18-30 岁的女性（M=21.45，SD=1.84）中进行的实验研究测试了具有理想化和非理想化模特的不同框架广告对幸福感和广告效果的影响，同时考虑了认知图式的中介作用和瘦理想内化的调节作用。结果表明，与主体框架相比，被动身体框架产生了更多的外貌图式。框架对身体功能图式的影响对于理想化和非理想化模型是不同的。与主动身体框架相比，被动身体框架还会导致较差的广告效果（即对广告和品牌的态度较低，购买意向较低）。没有发现其他主要框架效应或瘦理想内化的调节效应。这些广告效果的结果可以鼓励美容品牌停止使用典型的物化广告。
