Researchers from Simon Fraser University (SFU) in Canada claimed that being plus-sized can become "contagious" when seen in advertisements. It makes obesity appear socially acceptable, particularly when tied with messages such as "these people are real" or "this is normal."
A study titled The (Ironic) Dove Effect found plus-size models in advertisements can lead to less motivation towards having a healthier lifestyle. Five experiments were conducted to analyze the subjects' reaction on cues that recommend obesity is socially acceptable. Over all, the study had around 800 participants.
The plus-size women models shown in the advertisements were all clinically obese. All of them met the condition's medical requirements and all had a body mass index of more than 30.
Study participants had less motivation to exercise after seeing advertisements that feature plus-sized models coupled with specific messaging. Participants also made unhealthy food choices and showed less support for obesity-curbing programs.
Co-author Brent McFerran said these messages suggest being obese or overweight is not a problem. Notably, findings showed using under-sized models also carry negative effects. Showing models from both ends of the body size pendulum is "probably problematic", added McFerran, SFU's Beedie School of Business marketing assistant professor.
"The usage of a range of body types is probably a good thing, so long as we're not holding up either one of those bodies, be it large or be it small, and saying this is what you should strive to, or this is good," said McFerran.
The study authors advise both advertisers and public policy officials to be aware of how they portray body sizes in the media. The findings highlight the need to produce new strategies that avoid suggesting any body shape is good or bad.
Plus-size model Ruby Roxx said the study is "overly simplistic." Seeing advertisements with plus-size models and specific messages doesn't give her the excuse to not work out on that specific day, Roxx explained.
The American Marketing Association published the findings in their Journal of Public Policy & Marketing. The paper was co-author by McFerran and assistant professor Lily Lin from California State University's College of Business & Economics.
