Retouched! A quantitative study on how the digital modification of models in print advertisements affects consumer reactions
Abstract: The display of highly attractive models in advertising and the negative psychological effects the exposure to such unattainable beauty ideals has on consumers is a controversial topic that is widely discussed in literature. Current scandals related to digitally manipulating models fuel the debate. This raises the question why marketers retouch models in the first place. No empirical research has yet proved whether digitally idealizing the body of an already attractive female model in print advertisements leads to increased perceived attractiveness ratings or more positive consumer reactions.Thus, the purpose of this study is to fill this research gap by exploring whether the positive effects that marketers claim idealized advertising imagery to have on advertising effectiveness truly exist. This is done by digitally manipulating the looks of a female model according to standards common in the industry. Two print advertisements where this decorative model promotes either an appearance-related product (razor) or and appearance-unrelated product (vitamin water) are created. In a quantitative laboratory experiment a total sample of 422 Romanian students is exposed to one of the product ads, in one of three ad conditions: an ad showing the untouched model, an ad showing the retouched model, or an ad showing the product-only. Subsequently, a questionnaire assesses their reactions in terms of cognitive responses, attitudes and intentions.There is evidence that the idealization of female models in print advertisements fails to produce higher levels of ad, brand and product attitude, product intention, willingness to pay a higher price or word of mouth intention, at a statistically significant level. The only statistically significant difference was found for the product and brand recall of the appearance-unrelated product (vitamin water), where the retouched model led to a higher cognitive response.
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