Empowerment Sold Separately: Two Experiments Examine the Effects of Ostensibly Empowering Beauty Advertisements on Women’s Empowerment and Self-Objectification

Are diverse models really non-idealized? Investigating body positivity public feed posts of fashion and beauty brands on instagram

Research increasingly explores body positive (BoPo) messaging and diverse model representation in advertising. Fashion and beauty brands are incorporating diverse models in traditional media to address criticisms of promoting narrow appearance ideals, yet their social media communications remain understudied. This content analytical study (n = 460 models, 16 brands) analyzes BoPo messages and diverse model representation in fashion and beauty brands' Instagram posts. Variations according to the brands' reputation, posts' framing, and posts' popularity were considered. Results showed that although diverse models appeared to be prominently featured in the brands' Instagram posts (71.50%; n = 329), the majority of these posts displayed only one aspect of diversity. Racial diversity was the most represented diversity trait (76.29%, n = 251), while body (32.80%, n = 151), facial (12.10%, n = 38), and generational diversity (22.50%, n = 73) were limited. The sexualization frame (88.70%, n = 408) prevailed over the empowerment frame (32.40%, n = 149). Positive changes were noted with the empowerment frame significantly relating to the representation of diverse models. Yet, this study also highlighted that such positive messages still co-occur with negative messages as an empowerment frame co-occurred with a highly prevalent sexualization frame.

Sexual objectification versus empowerment: Examining the effects of sexualized women's facial expression on viewers' evaluations of social cognition and self-objectification

Objectification scholarship highlights how traditional media portrayals oftentimes direct attention toward women's bodies and away from their faces which communicate important social information. This study sought to investigate how thin-ideal, white women's facial expression potentially attenuates the negative effects of appearing in a sexually objectifying manner using validated imagery. In a 2 × 3 between-subjects experiment (N = 1001 U.S. adult women; Mage = 42.56, SDage = 12.72), portraits of women varied in their sexualization (non-sexualized vs. sexualized) and facial expression (neutral expression, low-intensity smiling, high-intensity smiling) to better understand how these factors influence dimensions of social cognition (competence, warmth, authenticity), self-promotional attributions, and viewers' own self-objectification. Results revealed that viewers rated sexualized (vs. non-sexualized) women lower in competence and authenticity, as well ascribed more self-promotional explanations for their behavior. Moreover, exposure to sexualized women heightened viewers' self-objectification, regardless of facial expression. Results also indicated that smiling intensity positively influenced viewers' ratings of social cognition. However, there is little evidence that smiling intensity overrides the negative effects of sexualization. Implications for the sexual objectification of women are discussed.

Framing real beauty: A framing approach to the effects of beauty advertisements on body image and advertising effectiveness

Current literature is inconsistent about the effects of idealized (i.e., thin) vs. non-idealized (i.e., average or plus-size) models on young women's well-being. This inconsistency may be explained by different frames (i.e., passive body, active body, and subject) surrounding beauty ad models. The current experimental study among 568 women aged 18-30 years (M = 21.45, SD = 1.84) tested the effects of differently framed ads featuring idealized vs. non-idealized models on well-being and ad effectiveness while taking into account the mediating role of cognitive schemas and moderating role of thin-ideal internalization. Results showed that a passive body frame generated more appearance schemas compared to a subject frame. The effects of framing on body functionality schemas operated differently for idealized vs. non-idealized models. The passive body frame also induced inferior ad outcomes (i.e., lower attitudes to the advertisement and brand and lower purchase intent) compared to an active body frame. No other main framing effects nor moderating effects of thin-ideal internalization were found. These results for advertising outcomes can encourage beauty brands to stop using typical objectifying ads.

Weight stigma and media: An examination of the effect of advertising campaigns on weight bias, internalized weight bias, self-esteem, body image, and affect

While some media perpetuate weight stigma and an ideal of thinness, certain advertising campaigns, such as Aerie Real and Dove Real Beauty, have attempted to promote body acceptance. The current study evaluated the influence of exposure to these campaigns on weight bias, internalized weight bias (IWB), self-esteem, body image, and affect relative to exposure to a campaign perpetuating the thin ideal and a documentary on weight stigma. 475 female participants were randomized to one of five conditions: Aerie, Dove, Victoria's Secret, an HBO documentary, or control (i.e., neutral video clip). Participants completed measures of weight bias, IWB, self-esteem, body image, and affect one week prior to and immediately after watching the assigned video clip. Results showed positive effects of the Aerie and Dove campaigns on women. While global measures of weight bias and IWB were unchanged, women who viewed the Dove and Aerie campaigns reported significantly improved self-esteem and positive affect. Further, women found the campaigns to have positive, uplifting, and empowering messages. Aerie's and Dove's acceptance-promoting advertising campaigns positively influenced self-esteem and mood, and they are potential tools for weight bias reduction. Advertisements and media have the potential to impact weight-based attitudes in society.