SFU research suggests plus-size models may lead to obesity

Research conductedat Simon Fraser University suggests the inclusion of plus-sizemodels in advertising results in less motivation to have a healthy lifestyle, but critics say the results are overly-simplistic.

The study,The (Ironic) Dove Effect, claims one of the reasons why being larger-bodied appears to be "contagious" when seen in advertising is because it's seen as more socially permissible, especially when it's coupled with certain types of messaging.

The research suggestsafter having seen plus-size models along with those types of statements, the study's subjects madepoor food choices, hadlower intentions to exercise, and hadlower support for programs that serve to curb obesity.

"There's some downside to using larger models and then coupling that with statements like, 'thesepeopleare real' or normal,' making some value judgements saying that it's ok to be overweight or obese," says study co-author Brent McFerran, assistant professor of marketing at SFU's Beedie School of Business.

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McFerran said research has shown that under-sized models in advertising alsohave negative effects, as has using larger models and "fat-shaming" them.

"Swinging the pendulum too far in either direction ... is probably problematic," said McFerran.

"The usage of a range of body types is probably a good thing, solong as we're not holding up either one of those bodies, be it large or be it small, and saying this is what you should strive to, or this is good."

Study 'overlysimplistic'

Plus-sizemodel Ruby Roxxdecried the research, saying it's "overlysimplistic."

"I don't watch these ad campaigns and go, 'There's my excuse not to go to the gym that day,'" she said. "It doesn't work that way."

She saysregardless of the results,a person's size has nothing to do with how healthy they may or may not be.

"Only a doctor can tell you that," she said.

"You just need to think, the weight I'm at: Am Ihealthy?Am I happy? If I'm not, what can I do to change that?It's not about being something unrealistic."

The models used in the researchwere women who met the medical requirements for obesity, meaning they had a BMI of over 30.The series of five studies included in the research had about 800 subjects alltogether. The researchwas published in theJournal of Public Policy & Marketing.