Advertisement Condition Research Articles

Are Instagram Gym Advertisements Working Out? An Experimental Study of Model Body-Size and Slogan-Type.

Previous health communication research has demonstrated the negative psychological and health effects of depicting thin-sized models in mass media advertisements including on social media sites such as Instagram. However, gym advertisements are one common source for the presentation of lean and thin-sized models on Instagram. Therefore, the current study guided by social comparison theory and signaling theory aimed to experimentally examine the effect of thin-sized models relative to plus-sized models as well as slogan-type (health and wellness versus physique-based) on women's appearance comparison, body satisfaction, perceived gym fit, and intentions to join the gym. A sample of 217 undergraduate students who identified as women were randomly assigned to one of four Instagram gym advertisement conditions varying in model body-size and slogan-type. Appearance comparisons, perceived gym fit, and intentions to join the gym were measured post advertisement exposure and body satisfaction was measured pre-and-post advertisement exposure. As expected, exposure to Instagram gym advertisements featuring thin-sized models resulted in greater appearance comparisons and lower body satisfaction than exposure to Instagram gym advertisements featuring plus-sized models. Moreover, the combination of plus-sized models with health and wellness slogans in Instagram gym advertisements resulted in greater gym fit perceptions although there was no effect of model body-size and slogan-type on intentions to join the gym. This study supports social comparison theory, signaling theory, and practically the findings indicate that Instagram gym advertisements that depict plus-sized models (versus thin) with health-and-wellness slogans (versus physique) generate fewer body image concerns and lead to greater gym fit perceptions.

Representational shifts: increasing motivation for bottled water through simulation-enhancing advertisements

BackgroundDespite its numerous health benefits, consumers’ daily water consumption is below recommend levels while soft drink consumption remains high. Previous research has shown that the degree to which drinks are cognitively represented in terms of consumption and enjoyment (i.e., through simulations of consumption and reward) predicts desire and intake. Here, we examined whether simulation-enhancing advertisements that frame water in terms of consumption and reward change cognitive representations and increase motivation for a fictitious bottled water.MethodsIn three pre-registered online experiments (Nexp1 = 984; Nexp2 = 786; Nexp3 = 907), UK participants viewed three advertisements that either highlighted the rewarding consumption experience of water (e.g., “Refresh all your senses with this smooth, cool water”; simulation-enhancing ads), the health consequences of drinking water (e.g., “This water takes care of your health”; health-focused ads), or control ads. We assessed cognitive representations of the bottled water with a semantic feature production task, and we coded the words used as consumption and reward features or positive long-term health consequences features. We assessed motivation through ratings of the attractiveness of the water (Exp. 1 only), desire to drink it, and willingness to pay for it (WTP).ResultsIn line with our hypotheses, participants represented the bottled water more in terms of consumption and reward after viewing simulation-enhancing advertisements, and more in terms of positive long-term health consequences after viewing health-focused advertisements. There was no direct effect of advertisement condition on motivation ratings. However, significant indirect effects showed that simulation-enhancing advertisements increased desire and WTP through the proportion of consumption and reward features, whereas health-focused advertisements increased motivation through an increase in the proportion of positive long-term health consequences features. The effects through consumption and reward were stronger.ConclusionsThese findings are consistent with research suggesting that the experience of immediate reward from drinking water underlies intake. Public health interventions should emphasize the enjoyment of drinking water, rather than the long-term health benefits.

Can Skip Control Always Increase the Effectiveness of Splash Advertisements in Mobile Apps? The Moderating Effect of User Habits

Splash advertisements have been one of the most fastest-growing advertising in mobile apps. Given the intrusiveness of ads, mobile splash advertisements introduced skip control as an interactive design to increase users’ active role in advertising. This study aims to explore how skip control of splash advertisements affects ad effectiveness, given the moderating role of user habit. This research opted for an experimental approach by using a self-developed mobile app. The study conducted three experiments by randomly launching splash advertisement conditions (i.e., skippable ad vs. non-skippable ad, top skip button vs. bottom skip button, and countdown timer vs. non-countdown timer). In total, 505 participants representing the characteristics of Chinese mobile users were recruited in three experiments. The findings show that each design of skip control has different effects on ad effectiveness in terms of ad acceptance and avoidance. Additionally, the type of user habits (i.e., clicking, watching, and skipping habits) has positive moderating effects on the relationship between different designs of skip control and ad effectiveness. This study fulfills the urgent need to investigate the impact of the skipping design on ad effectiveness moderated by different types of user habits.

The Effects of Food Advertisements on Food Intake and Neural Activity: A Systematic Review and Meta-Analysis of Recent Experimental Studies.

Food advertisements are ubiquitous in our daily environment. However, the relationships between exposure to food advertising and outcomes related to ingestive behavior require further investigation. The objective was to conduct a systematic review and meta-analysis of behavioral and neural responses to food advertising in experimental studies. PubMed, Web of Science, and Scopus were searched for articles published from January 2014 to November 2021 using a search strategy following PRISMA guidelines. Experimental studies conducted with human participants were included. A random-effects inverse-variance meta-analysis was performed on standardized mean differences (SMD) of food intake (behavioral outcome) between the food advertisement and nonfood advertisement conditions of each study. Subgroup analyses were performed by age, BMI group, study design, and advertising media type. A seed-based d mapping meta-analysis of neuroimaging studies was performed to evaluate neural activity between experimental conditions. Nineteen articles were eligible for inclusion, 13 for food intake (n = 1303) and 6 for neural activity (n = 303). The pooled analysis of food intake revealed small, but statistically significant, effects of increased intake after viewing food advertising compared with the control condition among adults and children (adult SMD: 0.16; 95% CI: 0.03, 0.28; P = 0.01; I2 = 0; 95% CI: 0, 95.0%; Children SMD: 0.25; 95% CI: 0.14, 0.37; P < 0.0001; I2 = 60.4%; 95% CI: 25.6%, 79.0%). The neuroimaging studies involved children only, and the pooled analysis corrected for multiple comparisons identified one significant cluster, the middle occipital gyrus, with increased activity after food advertising exposure compared with the control condition (peak coordinates: 30, -86, 12; z-value: 6.301, size: 226 voxels; P < 0.001). These findings suggest that acute exposure to food advertising increases food intake among children and adults and that the middle occipital gyrus is an implicated brain region among children. (PROSPERO registration: CRD42022311357).

To make your mouth water or not? How field dependence/independence and occasion-setting cues affect consumers’ food intake intention

PurposeThis study aims to empirically investigate how the interaction effect of occasion-setting cues and consumers’ cognitive styles (e.g. field dependence levels) influences their food intake intention.Design/methodology/approachIn this research, several scenario simulation studies were conducted to verify the hypotheses. A total of 646 participants were recruited for the experiments, and samples were obtained through well-established online research platforms.FindingsIn the occasion-setting cue advertisement condition, field-dependent (vs field-independent) consumers displayed increased cravings for food and purchase intention, with mental simulation playing a mediating role and cognitive load playing a moderating role.Research limitations/implicationsThe influence of others (e.g. servers and other consumers) was not taken into consideration in this study. Future research can extend this study by conducting field experiments.Practical implicationsThe research conclusions can help various organisations reduce consumers’ food overconsumption intention and encourage healthier food choices by adjusting occasion-setting cues in marketing stimuli and identifying the target consumers’ cognitive styles.Originality/valueBased on embodied cognition theory, this study reveals the influence and internal mechanism of the interaction effect between occasion-setting cues and individual cognitive style on eating desire.

Efficacy and Cost-effectiveness of Promotion Methods to Recruit Participants to an Online Screening Registry for Alzheimer Disease Prevention Trials: Observational Study.

BackgroundWeb-based screening may be suitable for identifying individuals with presymptomatic latent diseases for recruitment to clinical studies, as such people do not often visit hospitals in the presymptomatic stage. The promotion of such online screening studies is critical to their success, although it remains uncertain how the effectiveness of such promotion can differ, depending on the different promotion methods, domains of interest, or countries of implementation.ObjectiveThe Japanese Trial-Ready Cohort (J-TRC) web study is our ongoing online screening registry to identify individuals with presymptomatic Alzheimer disease (AD), aimed at facilitating the clinical trials for AD prevention. Within the first 9 months of its 2019 launch, the J-TRC web study recruited thousands of online participants via multiple methods of promotion, including press releases, newspaper advertisements, web advertisements, or direct email invitations. Here, we aimed to quantitatively evaluate efficacy and cost-effectiveness of each of these multimodal promotion methods.MethodsWe applied the vector-autoregression model to assess the degree of contribution of each type of promotion to the following target metrics: number of daily visitors to the J-TRC website, number of daily registrants to the J-TRC web study, daily rate of registration among visitors, daily rate of eligible participants among registrants, and median age of daily registrants. The average cost-effectiveness for each promotion method was also calculated using the total cost and the coefficients in the vector-autoregression model.ResultsDuring the first 9 months of the reviewed period from October 31, 2019 to June 17, 2020, there were 48,334 website visitors and 4429 registrations (9.16% of 48,334 visitors), of which 3081 (69.56%) were eligible registrations. Initial press release reports and newspaper advertisements had a marked effect on increasing the number of daily visitors and daily registrants. Web advertisements significantly contributed to the increase in daily visitors (P<.001) but not to the daily registrants, and it also lowered the rate of registrations and the median age of daily registrants. Website visitors from the direct email invitation sent to other cognitive registries seem to have registered with the highest reliability. The calculated average cost-effectiveness for the initial press release was US $24.60 per visitor and US $96.10 per registrant, while the calculated average cost-effectiveness for the newspaper advertisements was US $28.60 per visitor and US $227.90 per registrant.ConclusionsOur multivariate time-series analysis showed that each promotion method had different features in their effect of recruiting participants to the J-TRC web study. Under the advertisement condition settings thus far, newspaper advertisements and initial press releases were the most effective promotion methods, with fair cost-effectiveness that was equivalent to earlier online studies. These results can provide important suggestions for future promotions for the recruitment of presymptomatic participants to AD clinical trials in Japan.

Moving Advertisements Systematically Affect Gaze Behavior and Performance in the Soccer Penalty Kick.

The aim of the current study was to investigate whether a moving advertisement positioned behind the goal area would influence the visual attention of participants performing a soccer penalty kick, and, whether this would an effect on subsequent motor performance. It was hypothesized that if the (moving) advertisement would function as a distractor, then this would result in non-specific disruptions in penalty performance measures, especially affecting aiming location and precision. Alternatively, it was reasoned that, in line with the Dunker illusion, the moving advertisement would systematically affect perception of target location, resulting in changes in penalty performance and aiming that are specific for the direction of motion of the advertisement. To test these hypotheses, we investigated the gaze behavior and kicking performance of intermediate skilled soccer players taking penalty kicks in three differing advertisement conditions, namely no advertisement, a stationary advertisement, and a moving advertisement. The latter condition consisted of an advertisement moving from left to right and an advertisement moving from right to left. Results showed that a moving advertisement placed behind the goal area indeed caught the visual attention of soccer penalty kickers using a goalkeeper-dependent kicking strategy. Participants kicking performance tended to be less variable within the no advertisement condition compared to the moving advertisement condition. In addition, systematic, direction-specific effects on aiming were found when comparing conditions in which the advertisement moved in opposite directions. This pattern of findings indicate that the accuracy of the penalty kick is impacted by task-irrelevant contextual information.

Responsiveness to healthy advertisements in adults: An experiment assessing beyond brand snack selection and the impact of restrained eating

The objective of this study was to explore the impact of different advertising messages on adults' snack choice. Eighty participants (18–24 years old) were offered the choice between two snack packs following exposure to one of three advertising conditions. The snack packs contained either healthy or high fat, sugar or salt (HFSS) foods. Participants were exposed to commercials containing either non-food products, healthy food products or HFSS food products and their subsequent choice of snack pack was recorded. The Dutch Eating Behaviour Questionnaire (DEBQ) was used to assess the impact of external, restrained and emotional eating behaviour on snack pack selection following exposure to advertisements. The majority of unrestrained participants preferentially choose the HFSS snack pack irrespective of advertisement condition. In contrast, high restrained individuals exposed to the healthy eating advertisement condition preferentially selected the healthy snack pack while those in other advertisement conditions refused to take either snack pack. The healthy eating message, when distributed through mass media, resonated with restrained eaters only. Exposure to healthy food adverts provoked restrained eaters into choosing a snack pack; while exposure to other messages results in restrained eaters refusing to take any foods.

Television food advertisement exposure and FTO rs9939609 genotype in relation to excess consumption in children.

BACKGROUND/OBJECTIVEExposure to food advertisements may cue overeating among children, especially among those genetically predisposed to respond to food cues. We aimed to assess how television food advertisements affect eating in the absence of hunger among children in a randomized trial. We hypothesized that the Fat Mass and Obesity Associated Gene (FTO) rs9939609 single nucleotide polymorphism would modify the effect of food advertisements.SUBJECTS/METHODSIn this randomized experiment, 200 children aged 9–10 years old were served a standardized lunch and then shown a 34-minute television show embedded with either food or toy advertisements. Children were provided with snack food to consume ad libitum while watching the show and we measured caloric intake. Children were genotyped for rs9939609 and analyses were conducted in the overall sample and stratified by genotype. A formal test for interaction of the food ad effect on consumption by rs9939609 was conducted.RESULTS172 unrelated participants were included in this analysis. Children consumed on average 453 (SD=185) kCals during lunch and 482 (SD=274) kCals during the experimental exposure. Children who viewed food advertisements consumed an average of 48 kCals (95% CI: 10, 85; P=0.01) more of a recently advertised food than those who viewed toy advertisements. There was a statistically significant interaction between genotype and food advertisement condition (P for interaction = 0.02), where the difference in consumption of a recently advertised food related to food advertisement exposure increased linearly with each additional FTO risk allele, even after controlling for BMI percentile.CONCLUSIONSFood advertisement exposure was associated with greater caloric consumption of a recently advertised food, and this effect was modified by an FTO genotype. Future research is needed to understand the neurological mechanism underlying these associations.

Using eye-tracking to examine how embedding risk corrective statements improves cigarette risk beliefs: Implications for tobacco regulatory policy

BackgroundTobacco companies have deliberately used explicit and implicit misleading information in marketing campaigns. The aim of the current study was to experimentally investigate whether the editing of explicit and implicit content of a print advertisement improves smokers’ risk beliefs and smokers’ knowledge of explicit and implicit information. MethodsUsing a 2(explicit/implicit)×2(accurate/misleading) between-subject design, 203 smokers were randomly assigned to one of four advertisement conditions. The manipulation of graphic content was examined as an implicit factor to convey product harm. The inclusion of a text corrective in the body of the ad was defined as the manipulated explicit factor. Participants’ eye movements and risk beliefs/recall were measured during and after ad exposure, respectively. ResultsResults indicate that exposure to a text corrective decreases false beliefs about the product (p<.01) and improves correct recall of information provided by the corrective (p<.05). Accurate graphic content did not alter the harmfulness of the product. Independent of condition, smokers who focused longer on the warning label made fewer false inferences about the product (p=.01) and were more likely to correctly recall the warning information (p<.01). Nonetheless, most smokers largely ignored the text warning. ConclusionsEmbedding a corrective statement in the body of the ad is an effective strategy to convey health information to consumers, which can be mandated under the Tobacco Control Act. Eye-tracking results objectively demonstrate that text-only warnings are not viewed by smokers, thus minimizing their effectiveness for conveying risk information.

Television food advertisement exposure and FTO genotype in relation to excess consumption in children

IMPORTANCEExposure to food advertisements may cue overeating among children, especially those genetically predisposed to eat more in response to food cues.OBJECTIVETo assess how television food advertisements affect eating in the absence of hunger among children in a randomized trial. We hypothesized that the effect of food advertisements would be modified by the Fat Mass and Obesity Associated Gene (FTO) rs9939609 single nucleotide polymorphism.DESIGN, SETTING, AND PARTICIPANTSIn this randomized experiment, 172 children aged 9–10 years old were served a standardized lunch to self‐reported satiety and then shown a children's television show embedded with either food or toy advertisements. Children were provided one food that was advertised during the show (gummy candy) and three that were not advertised (chocolate candy, cookies, chips) to consume ad libitum while watching the show. Children were genotyped for rs9939609. Additional characteristics of the child were collected via questionnaires.EXPOSURESAssignment to view either food or toy advertisements (7.7 minutes) embedded in a child's television show (34 minutes).MAIN OUTCOME MEASURESTotal caloric intake during the experimental exposure (overall and by advertised vs. non‐advertised foods). Analyses assessed the outcome overall and stratified by FTO genotype.RESULTSChildren consumed on average 440 (SD=185) kCals during lunch and 482 (SD=274) kCals during the experimental exposure. There was no main effect of experimental exposure on total snack food consumed while viewing the television show (P = 0.27); however, children who viewed food advertisements consumed an average of 48 kCals (95% CI: 10, 85; P=0.01) more of a recently advertised food than those who viewed toy advertisements. Further, there was a statistically significant interaction between genotype and food advertisement condition (P=0.02), where the difference in consumption of the recently advertised food related to food vs. toy advertisement exposure increased linearly with each additional FTO risk‐allele: −3, 59, and 125 kCals for the TT, AT, and AA genotypes, respectively.CONCLUSIONS AND RELEVANCEFood advertisement exposure was associated with greater caloric consumption of a recently advertised food, and this effect was modified by FTO genotype. Future research is needed to understand the neurological mechanism underlying these associations.Support or Funding InformationThis study was supported by grant R21HD076097 from the Eunice Kennedy Shriver National Institute of Child Health and Human Development (NIH) (Dr. Gilbert‐Diamond); by grant R01DA022582 from the National Institute of Drug Addiction (NIH) (Heatherton); by grant R01CA077026 from the National Cancer Institute (NIH) (Sargent); by grant R01AA021347 from the National Institute of Alcohol Abuse and Alcoholism (NIH) (Sargent).

Fruit-related terms and images on food packages and advertisements affect children's perceptions of foods' fruit content.

To determine whether food label information and advertisements for foods containing no fruit cause children to have a false impression of the foods' fruit content. In the food label condition, a trained researcher showed each child sixteen different food label photographs depicting front-of-food label packages that varied with regard to fruit content (i.e. real fruit v. sham fruit) and label elements. In the food advertisement condition, children viewed sixteen, 30 s television food advertisements with similar fruit content and label elements as in the food label condition. After viewing each food label and advertisement, children responded to the question 'Did they use fruit to make this?' with responses of yes, no or don't know. Schools, day-care centres, after-school programmes and other community groups. Children aged 4-7 years. In the food label condition, χ 2 analysis of within fruit content variation differences indicated children (n 58; mean age 4·2 years) were significantly more accurate in identifying real fruit foods as the label's informational load increased and were least accurate when neither a fruit name nor an image was on the label. Children (n 49; mean age 5·4 years) in the food advertisement condition were more likely to identify real fruit foods when advertisements had fruit images compared with when no image was included, while fruit images in advertisements for sham fruit foods significantly reduced accuracy of responses. Findings suggest that labels and advertisements for sham fruit foods mislead children with regard to the food's real fruit content.

Truthful and efficient mechanisms for Website dependent advertising auctions

Recently we have witnessed the phenomena of private Website owners who are willing to dedicate space on their Website for advertisements managed by leading search engines (e.g., Google, Bing and Yahoo). In most cases the choice of the advertisements displayed on a certain Website is made without taking into account the preferences of the Website hosting the advertisements. This causes the Website that dedicate space for the ads to be exposed to ads that are irrelevant to the content on the Website. In this paper, we focus on the design of auction protocols that take into account the Website owner's preferences by associating him with a utility function reflecting the value for each ad shown in his space. In doing so we introduce the dispensation scheme into the second price sealed bid auction for both the single and the multi-slot cases. For the single-slot, we propose a mechanism that proved to be individual rational, truthful, and a free advertisement condition is defined. For the multi-slot case, we propose three truthful mechanisms. Simulation results show that the allocation efficiency of two of the proposed mechanisms maintain a near to optimal allocation efficiency compared to optimal allocation calculated using the Hungarian mechanism, while substantially reducing computational complexity from cubic to linear.

Counter-advertising may reduce parent's susceptibility to front-of-package promotions on unhealthy foods.

Assess the effect of counter-advertisements on parents' appraisals of unhealthy foods featuring front-of-package promotions (FOPPs). A 2 × 2 × 5 between-subjects Web-based experiment. Parents were randomly shown an advertisement (counter-advertisement challenging FOPP/control advertisement) and then a pair of food products from the same category: an unhealthy product featuring an FOPP (nutrient content claim/sports celebrity endorsement) and a healthier control product with no FOPP. Australia. A total of 1,269 Australian-based parents of children aged 5-12 years recruited from an online panel. Parents nominated which product they would prefer to buy and which they thought was healthier, then rated the unhealthy product and FOPP on various characteristics. Differences between advertisement conditions were assessed using logistic regression (product choice tasks) and analysis of variance tests (ratings of unhealthy product and FOPP). Compared with parents who saw a control advertisement, parents who saw a counter-advertisement perceived unhealthy products featuring FOPPs as less healthy, expressed weaker intentions for buying such products, and were more likely to read the nutrition facts panel before nominating choices (all P < .001). Counter-advertising may help reduce the misleading influence of unhealthy food marketing and improve the accuracy of parents' evaluations of how nutritious promoted food products are.

Food-related advertisements and food intake among adult men and women

Television viewing may contribute to obesity via promotion of sedentary behavior and exposure to food-related commercials. However, the mechanisms by which food-related commercials promote food intake are not well understood. Therefore, the purpose of the present study was to examine the impact of television advertisements on food intake according to sex and transportability, or the tendency to become engrossed in what one is viewing. Eighty-three undergraduate students, free of disordered eating symptoms, were stratified by sex and randomly assigned to one of three conditions (food-related advertisements, neutral advertisements, or no advertisements). They were then identified as high or low in transportability according to a median split. A significant interaction was found between advertisement condition and transportability such that those high in transportability ate more in the food than other advertisement conditions. A second interaction was found between sex and transportability with women high in transportability eating more food than women low in transportability irrespective of advertisement condition. No significant main effects of advertisement condition, sex, or transportability were found. Results suggest the importance of studying the impact of individual difference variables on the relationship between food-related advertising and food intake.

The effects of television and Internet food advertising on parents and children.

The current study examined the impact of television and Internet food advertising on Australian parents and children. Parents and their children aged 8 to 14 years were exposed to a television advertisement, an Internet advertisement or a control picture for four commonly advertised energy-dense, nutrient-poor foods. Online web panel survey, Australia. Parents (n 1302) and their children aged 8 to 14 years (n 1302). After a single exposure to each advertisement, parent respondents in the two exposure conditions evaluated the products more favourably, had a greater desire to consume the products and thought the product could be consumed more frequently than those in the control condition. Similar trends were observed among children, although the differences were statistically significant only for the frequency of food consumption in the Internet advertisement condition and the evaluation of one product. The results have implications for assumptions of adults’ immunity to advertising. This is of particular importance in efforts to address child obesity and the reliance on parents to mediate the effects of food advertising.

The Effect of Alcohol Advertising on Immediate Alcohol Consumption in College Students: An Experimental Study

Survey studies have emphasized a positive association between exposure to alcohol advertising on television (TV) and the onset and continuation of drinking among young people. Alcohol advertising might also directly influence viewers' consumption of alcohol while watching TV. The present study therefore tested the immediate effects of alcohol advertisements on the alcohol consumption of young adults while watching a movie. Weekly drinking, problem drinking, positive and arousal expectancies of alcohol, ad recall, attitude, and skepticism toward the ads were tested as moderators. An experimental design comparing 2 advertisement conditions (alcohol ads vs. nonalcohol ads) was used. A total of 80 men, young adult friendly dyads (ages 18 to 29) participated. The study examined actual alcohol consumption while watching a 1-hour movie with 3 advertising breaks. A multivariate regression analysis was used to examine the effects of advertisement condition on alcohol consumption. Assignment to the alcohol advertisement condition did not increase alcohol consumption. In addition, no moderating effects between advertisement condition and the individual factors on alcohol consumption were found. Viewing alcohol advertising did not lead to higher alcohol consumption in young men while watching a movie. However, replications of this study using other samples (e.g., different countries and cultures), other settings (e.g., movie theater, home), and with other designs (e.g., different movies and alcohol ads, cumulative exposure, extended exposure effects) are warranted.

Waif goodbye! Average-size female models promote positive body image and appeal to consumers

Despite consensus that exposure to media images of thin fashion models is associated with poor body image and disordered eating behaviours, few attempts have been made to enact change in the media. This study sought to investigate an effective alternative to current media imagery, by exploring the advertising effectiveness of average-size female fashion models, and their impact on the body image of both women and men. A sample of 171 women and 120 men were assigned to one of three advertisement conditions: no models, thin models and average-size models. Women and men rated average-size models as equally effective in advertisements as thin and no models. For women with average and high levels of internalisation of cultural beauty ideals, exposure to average-size female models was associated with a significantly more positive body image state in comparison to exposure to thin models and no models. For men reporting high levels of internalisation, exposure to average-size models was also associated with a more positive body image state in comparison to viewing thin models. These findings suggest that average-size female models can promote positive body image and appeal to consumers.

GI Joe or Average Joe? The impact of average-size and muscular male fashion models on men's and women's body image and advertisement effectiveness

Increasing body size and shape diversity in media imagery may promote positive body image. While research has largely focused on female models and women's body image, men may also be affected by unrealistic images. We examined the impact of average-size and muscular male fashion models on men's and women's body image and perceived advertisement effectiveness. A sample of 330 men and 289 women viewed one of four advertisement conditions: no models, muscular, average-slim or average-large models. Men and women rated average-size models as equally effective in advertisements as muscular models. For men, exposure to average-size models was associated with more positive body image in comparison to viewing no models, but no difference was found in comparison to muscular models. Similar results were found for women. Internalisation of beauty ideals did not moderate these effects. These findings suggest that average-size male models can promote positive body image and appeal to consumers.

PREP advertisement features affect smokers’ beliefs regarding potential harm

Background:The Institute of Medicine report on potential reduced exposure products (PREPs) recommends that advertising and labelling be regulated to prevent explicitly or implicitly false or misleading claims. Belief that a...