Ultra-slim models 'are preferred by women'
The fashion industry found a new ally yesterday in the battle over its use of skinny models - women. Researchers at the University of Bath said women preferred models with the slimmest figures.
Top designers have spoken out against the use of ultra-slender models, while Madrid Council imposed a ban on models with a body mass index of less than 18 at its fashion week.
But the Bath University study of 470 female undergraduates found that two thirds preferred advertisements with slimmer models. Professor Brett Martin, from the university's School of Management, said thin models were seen as successful in managing their weight. The results suggested that as the women preferred the slimmer models, they were more likely to approve of the products in the test adverts upmarket salads and gourmet hamburgers.
"This study shows us why using thin models is a successful strategy used by advertising companies." Professor Martin said.
Steve Bloomfield, of the Eating Disorders Association, said the findings were not a surprise as women were conditioned to see thinner women as attractive. "Society generally lauds those aspects of life that lead to eating disorders. We admire the person who goes to the gym every night, or takes on a diet and sticks to it through thick and thin.
"People who call our helpline have poor self esteem and may have been teased about their shape. It is very easy for them to think that if they looked like the slim models in the advertisements that their troubles would go away."
Life & Style blogs
The high-powered dream team trying to create a stiletto shoe as comfy as a trainer
How Old Do I Look: Microsoft’s super advanced age-guessing app is terrible at guessing how old celebrities are, too
Apple MacBook review: preposterously thin and extravagantly attractive, this is the best-designed laptop Apple has ever made
What do the emoji on Snapchat mean?
The 12 most sexually satisfied countries in the world revealed
- 1 Which country would be hardest to invade?
- 2 The man who filmed the Freddie Gray video has been arrested at gunpoint
- 3 Royal baby girl born: Duchess of Cambridge's second child will be a princess thanks to Queen
- 4 Uploading pictures to find out how old you are gives Microsoft the right to post them wherever they want
- 5 Teen suffers embarrassing wardrobe malfunction in front of deputy PM
£28000 - £45000 per annum: Recruitment Genius: A Senior Digital Marketing Cons...
£16640 - £18500 per annum: Recruitment Genius: An Assistant Stores Keeper is r...
£16000 - £18500 per annum: Recruitment Genius: This is an excellent opportunit...
£17000 - £30000 per annum: Recruitment Genius: Developer required to join a bu...