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

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.

Experimental research on non-idealized models: A systematic literature review

Current literature on non-idealized models seems to offer mixed evidence on whether such models generate a positive body image and increase advertising effectiveness. To closely investigate this claim, we conducted a systematic review to summarize the empirical findings on the effects of non-idealized models on body image, well-being, and advertising outcomes among men and women. To contextualize these results, we also synthesized (1) the conceptualization of a non-idealized body size (i.e., labelling and operationalization), (2) the message accompanying the model (i.e., medium type and marketing intent), and (3) individual traits of participants tested as potential moderators. Three databases in different disciplines (i.e., ProQuest Psychology, Communication and Mass Media Complete, and Web of Science) were searched, and 86 unique studies were included in the review. While most studies found positive or null effects of non-idealized models on body image, well-being, and advertising outcomes, a small number of studies obtained negative results. These inconsistent findings could be explained by the large variety of labels and unclear operationalizations identified within our review. The conclusions of this review call for a clearer definition and measurement of non-idealized models.