Plus size models result in low self-esteem?
An article by Sarah
Posted March 19, 2010 
I came across the below story today in Grazia and really couldn’t believe what I was reading. A study has shown that by using what is classed at plus size models in advertisements the consumer is likely to suffer from low self- esteem and therefore less likely to buy. Read the story for yourself and let me know your thoughts.
Though many in the fashion industry insist curves have made a comeback – swapping waifish for voluptuous models on the catwalks and crowning Christina Hendricks the modern man’s crumpet – it may be unwise for big brands to follow suit. Though Dove and Debenhams have had success using ‘real women’ in their ads, according to a new study, fuller figured models don’t encourage us to buy.
“We found that overweight consumers demonstrated lower self-esteem, and therefore less enthusiasm about buying products, after exposure to ANY size models in ads,” said Naomi Mandel, a marketing professor who led the study, “And, normal-weight consumers experienced lower self-esteem after exposure to heavy models….than after exposure to moderately thin models.”
These results tie in with a study which came out last October published in the Journal of Consumer Research that found, ‘overweight women’s self-esteem always decreases, regardless of the model they look at.’ However, on the flip side, ‘Underweight women’s self-esteem always increases, regardless of the model they look at’ (which contradicts the most recent poll).
The thing that instantly springs to mind is non of this is healthy! We need to get to the route of the problem of low self esteem. What is it about the models that makes us feel inadequate? For me, it’s the fact that the clothes they are wearing will not suit my incredibly short frame. I can’t understand why we can’t have models that represent real bodies – so there is a selection and styles to suit all body shapes, I would want to buy those clothes!
If you are looking for real representation in fashion then please sign our petition to get the body diversity we deserve to see!
