Plus-sized models 'are FUELLING the obesity crisis': Ads featuring larger models 'promote the idea being overweight is acceptable'
- Plus-sized models in ad campaigns 'promotes the idea being overweight is acceptable' a team of Canadian researchers says
- Has 'detrimental effect on public's lifestyle and eating behaviour'
- Ads have opposite effect to intended outcome - increasing body anxiety
- Suggest ads focus on a healthy body image, rather than either extreme
The use of plus-sized models in advertising campaigns may be fuelling the obesity epidemic, experts have warned.
A new study, by business and marketing researchers, suggested that using images of larger body types 'encourages the idea that being overweight is acceptable'.
Using fewer images of models who are underweight and aesthetically flawless can have a detrimental effect on the public's lifestyle and eating behaviour, researchers said.
A new study has suggested using plus-size models such as Ashley Graham, left and Tess Holliday, right, in ad campaigns could be detrimental to the public's lifestyle and eating behaviour
Co-author Dr Brent McFerran of the Simon Fraser University, Beedie School of Business in Canada, said: 'Although this study demonstrates that accepting larger bodies results is associated with negative consequences, research also shows that "fat-shaming" or stimatising such bodies, fails to improve motivation to lose weight.'
To arrive at their conclusion, researchers conducted five experiments to see how people react to cues suggesting that obesity is acceptable.
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In each instance, the subjects displayed a greater intended or actual consumption of unhealthy food and a reduced motivation to engage in a healthier lifestyle.
Their actions were driven by an 'increased belief that obesity was more socially acceptable', the researchers said.
The study's authors suggest that efforts to increase acceptance are resulting in increasing the amount of thought consumers put into their appearance and heightening body anxiety.
Ironically, this is the opposite of what many of these marketing campaigns are trying to achieve, the researchers noted.
They said the findings have implications for both public policy makers and advertisers.
The authors advise people to be both mindful of how individuals' bodies are portrayed in the media, and develop new strategies that don't focus on suggesting any shape is 'good' or 'bad'.
Dr McFerran, who worked with Dr Lily Lin of California State University, said: 'Since neither accepting nor stigmatising larger bodies achieves the desired results, it would be beneficial for marketers and policy makers to instead find a middle ground - using images of people with a healthy weight, and more importantly, refraining from drawing attention to the body size issue entirely.'
The study is published in the American Marketing Associations's Journal of Public Policy and Marketing.
US retailer Lane Bryant's Plus is Equal ad campaign features top models Candice Huffine, Ashley Graham, Precious Victoria Lee, Georgia Platt, Justine Legault and Sabina Karlsson
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