期刊
SEX ROLES
卷 60, 期 5-6, 页码 366-378出版社
SPRINGER/PLENUM PUBLISHERS
DOI: 10.1007/s11199-008-9541-0
关键词
Body esteem; Self esteem; Advertising; Nudity; Social comparison
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.
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