Do Models Need to Be Thin to Sell Moisturiser?

This Economic and Social Research Council (ESRC) school briefing looks at the effectiveness of advertising and whether it really is necessary for advertisers to use very thin models to sell their products.

Counter to this view, research shows that women are just as likely to buy a product if the model is of average size. The briefing describes the work of researchers who showed that looking at very thin models made many women feel anxious about their own bodies, showing that advertising can have negative psychological effects.

ESRC is a part of Research Councils UK (RCUK).

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This resource is part of Research Councils UK