Health

The predilection of the world advertising models for young people with white skin and extremely thin never appeal to feminists and advocates of a healthier life. The results of a recent search of the University of Cambridge and the Judge Business School, UK, reveals that the use of these models may be causing more than merely annoying these groups: a direct impact on the balance sheet of companies who use such advertising.
The survey, considered the first comprehensive survey on the attitudes of consumers, says that women react more positively to a brand when it is represented by models that in some way reflect its identity. Advertisers may not, however, simply recruit a handful of models "cheinhas," warns Ben Barry, responsible for the study. "People react better to trade show models representing age, physical development and size of the public. Not only show just enough of these factors. Consumers want to see someone who actually represent them in the three factors. "

This approach was used recently by some brands, especially for the campaign of Dove soaps and Skincare products, which made use of models larger and older in his winning campaign for the Dove Real Beauty Project ". But in other branches of industry, especially the fashion and luxury items, the use of so-called "inspirational advertising" had few changes.

The study gathered reports of 2 thousand women in the UK, U.S., China, India, Canada, Brazil, Kenya and Jordan. Barry asked the advertising agencies that produce parts for a realistic campaign of products, including articles of consumption and luxury. Half of these pieces was made with pictures of models taken as "traditionally attractive", with ages ranging from 16 to 24 years old, white, to wear the size PP. The rest of the parts made use of models "realistically attractive" of various ages, races and physical sizes.

Except for women below 25 years - have less tendency to reject a flood of images of models young, white and magérrimas - and the Chinese, who assumidamente prefer this type of model, the majority of consumers surveyed responded better to brands that have used several models and "common." Some previous studies, conducted mostly by psychologists, also suggest that the use of images of excessively thin models has generated a bad impression on the majority of consumers.

Barry's research goes further. In addition to examining the issue from a commercial point of view, it still takes into account the breed and age of the interviewees - vital for companies that want to exploit the purchasing power of older women. The study refers to a reaction that consumes more than 50 years had to analyze a piece of advertising an article of luxury designed with the image of a model very young: "It is a slap in the face show this couple. She will never have money to buy in the shops I frequent.

Sexy

Another important discovery was that, while women prefer an image of beauty attainable, it does not provide a bit of glamor. "Women want models that belong to the world of fashion, but at the same time, if they match. This makes these consumers feel in some ways more beautiful and also belong to this world, "says Barry. For the researcher, the companies must pay more attention to the interests of consumers. "If you're a large retailer of fashion and decide to hire ten models, make sure that each one represents a different aspect of their customers."

However, experts warn that advertising in such studies are treated with extreme caution in the business world. "This kind of research can bring some interesting ideas. However, there is a gap between what consumers say, especially in the presence of other women, and they really are at the point of sale ", weighs Paddy Barwise, Professor of Marketing at London Business School. "Still, I believe we will see a decrease in the use of images of very thin models. There is a social movement in motion against them. "



Source: The Guardian - London

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