Hey, Guys, if you’re going to the gym for the purpose of attracting women, you can stop. An average-sized man is just as appealing as a bulked-up Adonis, according to the Australian research that examined viewers’ responses to different male body types in advertisements, the Sydney Morning Herald reports.
Men and women had rated images of slender or slightly chubby masculinity at least as highly as those with so-called “six-pack abs,” said the study leader, Phillippa Diedrichs, suggesting successful campaigns did not have to portray only muscled-up guys.
One possible reason? Some participants in the University of Queensland study ”may have attributed the models’ muscularity to vanity or homosexuality, characteristics which they may have found unpleasant or discomforting”, Ms Diedrichs wrote in the journal Body Image. ”The average-size male models [may have seemed] less concerned with their appearance.”
Ms Diedrichs showed mock-up advertisements for jeans, skin-care products and cologne – featuring muscular male models and men of more average dimensions – to more than 600 students in their late teens.
Neither sex responded more positively to the musclebound bodies, and the males even found ads that showed just the item – with no accompanying model – more effective than those posed by classic hunks.
Of course, it’s important to remember that — average-size or not — all the guys in this advertising study were still models.
The results echoed Ms Diedrichs’s 2008 findings that so-called ”plus-size” female models sell products as effectively as their thinner counterparts, and ”directly challenge industry concerns that average-size models do not appeal to consumers”.
Just as female models had become thinner ”the ideal body for men has also been transformed, and is now characterised by a mesomorphic body type, with large defined muscles, low body fat and a v-shaped upper body”, Ms Diedrichs said. [via Sydney Morning Herald]