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This thesis is investigating how consumers’ attitudes on fashion advertisements are affected by the models featured in the advertisements, with the consumers’ own body size being taken into consideration. The topic for the thesis was formed when conducting a thorough literature search, which revealed a gap in research. My study considers consumer behavior in marketing, specifically in digital advertising, which in this case is Instagram. My study aims to identify which model body size is the most suitable and effective one when seeking to target plus-size versus skinny consumers, focusing on the female Generation Z of Finland. Ultimately, my thesis strives to help companies in attracting their desired customer base by creating positive attitudes within the consumers, which can consequently lead to increased purchase intentions.

This thesis features the characteristics of a deductive, quantitative, explanatory and cross-sectional study. The data is gathered from 82 female respondents in Finland, within the age range of 18 to 27. A survey is designed to measure their attitudes towards advertisements that feature plus-size models, versus advertisements that feature skinny models. Respondents rate their attitudes towards various Instagram advertisements, and additionally choose whether they identify themselves more with a skinny or plus-size body. The results are analyzed through the Interaction term on Repeated measures ANOVA. With significance found, I proceeded to analyze it further with Post Hoc, which then revealed six new hypotheses to examine.

The results of the analysis showed some significant changes between the attitudes of skinny respondents and plus-size respondents. Plus-size respondents showed more positive attitudes towards plus-size models than they did towards skinny models. Equivalently the skinny respondents had a more positive attitude towards skinny models than they did towards plus-size models. This is consistent with previous literature regarding perceived similarity and women wanting to see female portrayals in advertisements that they can personally relate to. Additionally, skinny models caused more negative attitudes in plus-size consumers, and plus-size models caused more negative attitudes in skinny consumers.

Fashion industry has received a lot of criticism for their use of thin and highly attractive models, but these results give some evidence and understanding to the statement that skinny models are still effective in advertising. However, this seems to only be the case when marketing for skinny consumers. When considering the plus-size consumers, their attitude was more positive towards plus-size models. That being the case, my study suggests that fashion companies should firstly determine their main target group, and whether it is skinny consumers, or plus-size consumers. Secondly, their marketing strategies should be planned accordingly, by casting the models suitable for the target group.