Fashion is a huge industry and they use thin models because creating an ideal - the belief that women will look like that if they buy the clothes - is a time-honored strategy.
Yet as more American women become overweight and obese, and it becomes more difficult to create suspension of disbelief about body imaging psychology, that old strategy is less effective. A survey of diverse group of 239 women finds that marketing to the "thin ideal" -- the belief that thinner is better -- could be alienating up to 70 percent of their audience, said James Roberts, Ph.D., The Ben H. Williams Professor of Marketing in Baylor's Hankamer School of Business.
Advertisers tend to default to this ideal without knowing for sure if other options are viable, James Roberts said.