Der Einfluss von Models in der Werbung auf das Körperselbstbild der Betrachter/innen

This study examined if men and women realize alterations in their body image when they are confronted with models posing for commercial advertisement. 124 female and male participants (mean age: 30 years; range: 18 to 60 years) were exposed to ads without models (control condition), to ads with male and female models (experimental group 1), or to ads with models only of their own sex (experimental group 2). Results showed that women of both experimental groups revealed a larger discrepancy between their actual and ideal body sizes (preferring a thinner body) and believed that other women preferred a thinner ideal body size than women in the control condition. Men exposed to ads presenting models judged their actual and ideal body sizes in the same way as men in the control condition. Discussion focuses on the differences between the current results and the results of an actual American study as well as on implications for the society.