Thinness Portrayals of Fashion Models: Perceived Body Dissatisfaction in Self and Others

Abstract

The third person media effect is a social judgment phenomenon in which respondents differentiate between media effects on self and others. In this study, we extend this social judgment bias to advertisements for women's clothing. Magazine and catalog photographs of women were digitally altered to present the same models in different weight conditions. Sixty female undergraduates were assigned to view one of three sets of pictures: thin female models, thinness-relaxed female models, or controls (no models) and perceived body dissatisfaction evaluated for self, friends, and other students. In the control condition, perceived effect of media on self and others was negative, with a greater negative effect on others than self. In the thin models condition, respondents did not concede to effect on self, but perceived a strong negative effect only on others. However, in the thinness-relaxed condition, the difference in perceived effects on self and others was neutralized. Theoretical and applied significance of these findings is discussed.