Evolution of Ideals: Body Image Portrayals and Implications

Recent years have seen an emergence of plus-size models in America, while skinny models have long dominated fashion advertising. Research in the past several years has explored the influence of model size on advertising effectiveness, brand image, and beauty perceptions among American and European women. Yet, over the last few decades, there have been minimal endeavors to instigate significant shifts in media representation. Furthermore, there is limited empirical evidence available to assure advertising, fashion, and media sectors—entities capable of shaping media imagery—that embracing a wider range of body sizes and shapes is not only impactful but also commercially feasible. Therefore, this book chapter adds to the growing body of evidence supporting the marketability of average-sized and plus-sized models. Specifically, we discuss body image, including the increasing presence of average-sized and or plus-sized female fashion models in advertisements, their appeal to consumers, and their capacity to promote positive body image. We further discuss the role of culture in body image perception, followed by body dissatisfaction and the dissonance between idealized and realistic body sizes. Finally, we look at body positivity and femvertising, as well as their profound impacts on contemporary societal norms.