Skinny models don't sell (study)
Perhaps the most interesting advertising studies conducted over the past several years were those by Dr. Helga Dittmar of the University of Sussex, who determined that plus-size models are actually more effective at selling clothing than underweight models.
There were two threads on this forum about her research:
Well, now a new study has been published that arrives at exactly the same conclusion, further corroborating Dr. Dittmar's research:
This is VITAL information, because the excuse that the fashion industry, and the media, constantly uses to justify their fetish for anorexia-inducing, starving models is that they supposedly sell better.
But of course, that excuse is completely false.
In fact, the fashion/ad companies have never done any research, never done any comparisons. None of them have ever actually used attractive plus-size models in their ads (and that was the crucial caveat in Dittmar's research -- the plus-size models were more effective in advertising, as long as they were attractive).
But every time a researcher actually does a comparison with plus-size vs. skinny models, it turns out that the plus-size models are better at selling products.
Ergo, the only reason underweight models are used is because of the aesthetic bias on the part of industry professionals, and not for any actual commercial reason.
Basically, they're hurting their own sales, just because of their personal prejudice.
And that's not just bad business. It's wrong.
Here's the link to the article:
Re: Skinny models don't sell (study)
The fact that this information likely surprises the majority of the populace is undeniable, but regrettable, since--if one looks at the matter objectively, and frees oneself from modern media brainwashing,--it should be a self-evident truth.
After all, the point of fashion advertising is (ostensibly) to promote clothing, and full-figured goddesses indisputably make the outfits that they model more appealing than do underweight waifs.
Consider the following test photos of Ford N.Y. beauty Ivana (a size 16--and she looks it). What makes these images so striking, apart from the model's magnificent tresses, are the glorious contours of her well-nourished figure. She stands proudly, in a position of unabashed display, her curves focussing the viewer's eye on her attractive wardrobe. Her body doesn't "distract" from the clothing--it draws attention to it. On a flat-chested model, this would be just a standard, boring white top. But thanks to the way in which Ivana's figure gives it shape, it becomes an alluring item.
Add to this the social benefits that plus-size models have (in boosting women's body image), and there is simply no defensible reason for clients to be using minus-size models, who damage women's body image and cause potentially fatal eating disorders.
Clients should voluntarily cease using underweight models immediately, and enlist plus-size goddesses in their stead; and if they don't, then government intervention to bring this about is both warranted and necessary.
|All times are GMT -4. The time now is 00:26.|
Powered by: vBulletin Version 3.0.7
Copyright ©2000 - 2018, Jelsoft Enterprises Ltd.