Skönhet kommer från Photoshop - En studie om effekter av retuscherade modeller i reklam
There are widespread discussions about the use of retouched models in media, ranging from bloggers to legal decision-makers. Research shows that there are negative psychological effects on especially females being exposed to idealized, retouched model images. The purpose of this paper is to explore the effects of using retouched models in advertising from a marketing perspective, based on attitudes, perceived quality and purchase intentions.Based on theories about attractiveness, halo-effects and social comparison, an experimental study was done, investigating the different responses on above mentioned parameters to advertisements showing either retouched model images or non-retouched model images. Initially it was also tested if the retouched models were seen as more attractive than the non-retouched models. The results showed almost no differences between the reactions to the advertisements with retouched models compared to the advertisements with non-retouched models, when all respondent groups were analyzed together. However, when divided on levels of social comparison tendencies, one respondent group with high social comparison levels found the retouched model to be more attractive than the non-retouched one, and showed higher ad attitude and perceived quality when evaluating the ad with the retouched model compared to the ad with the non-retouched model. The results were thus ambiguous, and further studies are encouraged to continue investigating potential patterns.