login
Become a member
Quick Registration
Full Registration Benefits -
Free Homepages for Doctors
Free Homepages for Hospitals
Free Homepages for Medical Conference
Free Homepages for NGO's
Personal Health Record Creation
Access to all Medical Slides
Access to all Jobs & Products Sale
Women Opt for Brands That Are a Mirror-Image of Their Identities
The study challenges the advertising world's perennial reliance on young, white and extremely thin models.
However, advertisers cannot simply enlist a few fuller-figured models, says Ben Barry, who is carrying out the research at Cambridge University's Judge business school: "In general, people have a more favourable reaction to brands that show models who represent people's age, size and background.
"It's not necessarily enough to show one component which is similar - people really wanted to see someone who represents them in all three factors."
To reach the conclusion, Barry commissioned advertising agencies to produce a number of realistic print campaigns for products, including consumer and luxury goods, reports the Guardian.co.uk
Half were made using what the study termed "traditionally attractive models" - aged 16 to 24, white and around US size zero, the equivalent of a UK size four.
While the remaining pictures included "realistically attractive models" of a range of ages, races and shapes.
Aside from women aged under 25 and Chinese consumers, most of those surveyed felt positive towards the brands that used the more diverse models, the study found.
The study quotes the reaction of one 50-plus participant to a mocked-up ad for a luxury product using a very youthful model: "It's a slap in the face to show this young woman because she'd never have the money to shop there whereas I do."
|
|
|
 Comment & Contribute
|
Medwonders Health Network
- Health News Index
- News Quick Links
| News Categories: |
| » | Schizophrenia Drug Differentiates Cancer Stem Cells into Less Threatening Cells |
| » | Docs Who Seldom Meet Drug Reps Continue to Prescribe Drugs With FDA “Black Box” Warnings |
| » | Revision in Quality Standards for Heparin |
| » | Acne Drug Users At High Risk of Developing Eye Infections |
| » | Patients Who Take Antidepressants When in ICU More Likely to Die |
| More Drug News | |
|
