More than Shapes: The Silhouette Effect in Advertising

Abstract

Even though the use of silhouettes in advertising is prevalent, knowledge about their impact on consumers is surprisingly limited. In this research, I propose that the use of human silhouettes, when compared to images of attractive human models, enhances advertising effectiveness by reducing the extent to which consumers experience self-threat when viewing an ad referent. In addition, I predict this effect holds only for appearance-related products and strengthens as consumers’ level of appearance-related self-esteem decreases. Six studies reported in this research provide converging evidence in support of these expectations.