Defensive Reactions to Slim Female Images in Advertising: The Moderating Role of Mode of Exposure

Across three studies, the authors examined the impact of exposure to idealized female images, blatantly vs. subtly, on females’ self-evaluations, as well as attitude towards brands endorsed by the models with these idealized body images, in marketing communications. The authors theorized and showed that blatant exposure can elicit defensive coping, leading to a more positive self-evaluation and a lower brand attitude toward a brand endorsed by a model with an idealized body image. When exposure is subtle, however, idealized body images lead to lowered self-evaluations and increased evaluations of endorsed brands.