Please use this identifier to cite or link to this item: http://hdl.handle.net/1942/9675
Title: Effects of Scarcely Dressed Models in Advertising on Body Esteem for Belgian Men and Women
Authors: Dens, Nathalie
De Pelsmacker, Patrick
JANSSENS, Wim 
Issue Date: 2009
Publisher: SPRINGER/PLENUM PUBLISHERS
Source: SEX ROLES, 60(5-6). p. 366-378
Abstract: We explore how more revealing displays of models' bodies in advertising impact individuals' body esteem. The first study exposed a snowball sample of 215 Belgian men and women starting from a research department's database to an advertisement containing a male or female model in pajamas or underwear. Scarcely dressed models had a negative effect on individuals' body esteem compared to dressed models, especially for opposite-sex models. The second study replicated the results of the first with a representative sample of 123 women from a consumer panel, using different models. Both scarce dress of the opposite-sex model and reported sexual arousal affected body esteem. Model attractiveness served as a moderator for same-sex models.
Keywords: Body esteem; Self esteem; Advertising; Nudity; Social comparison
Document URI: http://hdl.handle.net/1942/9675
ISSN: 0360-0025
e-ISSN: 1573-2762
DOI: 10.1007/s11199-008-9541-0
ISI #: 000263888400007
Category: A1
Type: Journal Contribution
Validations: ecoom 2010
Appears in Collections:Research publications

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