Author:
Fay Michael,Price Christopher
Abstract
It is widely believed that contemporary female fashion and advertising
models are thinner than those of the 1950s and it has been suggested
that the use of thin models in advertisements is causally linked to the
increased incidence of anorexia nervosa. Reports on a study to quantify
the changes in the body‐shape and weight of female models in New Zealand
print advertisements over the period of 1958‐88. The findings confirmed
that advertising models became thinner and less curvaceous over the
period studied, resulting in contemporary models being approximately
8.5kg lighter than they would be if they had the same body‐shape as
models of the early 1960s. To achieve the currently fashionable
body‐shape, a young woman of average height would weigh approximately
42kg, which is far below the recommended level for good health.
Visually, the changes in body‐shape have been accentuated by changes in
pose and camera angle, presenting an image of a body‐shape that is
unattainable.
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