'Normal' sells in ads for women

Researchers from the University of the West of England asked 800 women aged 18 to 30 about their attitudes to advertising and differently sized models. The women were asked to look at pictures of ultra-thin and size 14 women, and asked about how effective the images would be in selling cosmetics products.

Dr Emma Halliwell, who was part of the research team, said: "The thin and average models were viewed as equally effective in adverts as long as they were equally attractive. It is not thinness, but attractiveness, that sells."

Sales of Dove soap increased sevenfold recently as a result of a campaign using "real women". The study was presented at a British Psychological Society conference yesterday.