The impact of advertisements featuring ultra-thin or average-size models on women with a history of eating disorders

Abstract

Previous research demonstrates that exposure to ultra-thin media models leads to increased body image concerns amongst women (Groesz, Levine, & Murnen, 2002). There is emerging evidence that attractive, average-size models do not have this negative effect and can be effective in advertising (e.g. Halliwell & Dittmar, 2004). The present study investigates these factors amongst women with a history of eating disorders. Participants either viewed advertisements featuring ultra-thin, average-size or control images. Immediately after exposure, they reported their body-focused anxiety and rated the effectiveness of the advertisements. Whereas exposure to ultra-thin models did not lead to increased body-focused anxiety, exposure to average-size models produced a relief effect, whereby women reported lower levels of body-focused anxiety. Advertisements featuring ultra-thin and average-size models were equally effective. The results suggest that average-size, attractive models could be used effectively in advertising, which may help to relieve body image concerns amongst these women. Copyright © 2005 John Wiley & Sons, Ltd.