Plus-Size Models Don't Sell Well

Using "plus-size" models in your advertisements is unlikely to work on their intended audiences: usually overweight women (but also men at times). Researchers at Arizona State University found that using overweight models actually lowers womens' self-esteem, makes them feel bad about their own bodies, and lowers the odds that they'll purchase the product!

According to ASU researcher Naomi Mandel:

"We believe it is unlikely that many brands will gain market share by using heavy models in their ads... We found that overweight consumers demonstrated lower self-esteem -- and therefore probably less enthusiasm about buying products. Also, normal-weight consumers experienced lower self-esteem after exposure to moderately heavy models, such as those in Dove soap's 'Real Women' campaign, than after exposure to moderately thin models."

Learn some mo': Using Fatties in Marketing Campaigns Unlikely to Work, ASU Study Finds