Controversial new research out of Simon Fraser University suggests using plus-size models in advertising can have negative consequences.
“There seems to be this lay belief that their usage is uniformly a good thing,” said SFU marketing professor Brent McFerran.
He’s one of the co-authors of “The (Ironic) Dove Effect: Usage of Acceptance Cues for Larger Body Types Increases Unhealthy Behaviors.”
The study starts by saying “being larger-bodied may appear to be contagious.”
It examines what happens when women are shown an ad of a “larger” body paired with different taglines. One tagline would say “for normal” or “real” women.
The other would read “for plus-size women.”
After viewing the images, the participants were told to create their ideal meal from 15 options. They were also asked to rate the extent to which they wanted to be in better shape.
What researchers found was when participants viewed the image of the larger model paired with the “normal” or “real” body tagline, they ate more unhealthy food and had a lower desire to lose weight or support programs that might combat obesity.
“This is a little problematic given that over two-thirds of North America is overweight or obese,” said McFerran.
He added that labels on images of bodies increase our body anxiety, which is associated with poor choices.
When Global News asked him if removing body value judgments from ads is the solution, he replied that “other research has pointed that this still might lead people to eat slightly more.”
The paper concludes with the following:
“From the public policy makers’ perspective, and as supported by the current research, increasing the acceptance of larger bodies could result in negative consequences for consumers and society.”
Plus-size model Ruby Roxx wasted no time sharing her thoughts on the study, calling it “very simplistic in thinking.”
“Linking these ideas to obesity is as absurd as saying watching the Victoria Secret fashion show leads to anorexia,” she wrote on her blog in a post titled “You are worth more than your body.”
“Eating disorders don’t come from seeing a picture, and the same goes for obesity.”
“I’m sure there are people out there who are influenced by the media, but both obesity and anorexia or eating disorders of any kind are SO much more complex than this study makes them out to be.”
READ MORE: Obesity myths dispelled
Roxx, who describes herself as a “comfortable size 12,” said she feels healthier now than when she was 30 pounds lighter four years ago.
She used to go days without eating and smoked to keep herself from gaining weight.
“Although I don’t feel this study was done with malicious intent, the root of it is still body shaming those without the ‘ideal’ shape,” she wrote.
McFerran maintains that fat shaming is not the solution, nor was that the intention.
READ MORE: Trying to encourage weight loss? Why ‘fat-shaming’ won’t do it
A 2014 UK study found that fat shaming can actually exacerbate weight gain.
It can not only increase appetite for unhealthy food, but also make them feel less confident about taking part in physical activity.
Comments