Abstract
Zusammenfassung. In der vorliegenden Studie wurde untersucht, ob die Betrachtung von Werbeinseraten mit Models das Körperselbstbild bei Frauen und Männern verändern kann. Den 124 weiblichen und männlichen Teilnehmern (Altersmittelwert: 30 Jahre; Range 18 bis 60 Jahre) der Studie wurden entweder Werbeinserate ohne Models (Kontrollgruppe), Werbeinserate mit weiblichen und männlichen Models (Experimentalgruppe 1) oder Werbeinserate mit Models ausschließlich des eigenen Geschlechts (Experimentalgruppe 2) präsentiert. Die Ergebnisse der Untersuchung zeigen unter anderem, dass weibliche Teilnehmer beider Experimentalgruppen eine größere Diskrepanz zwischen ihrem realen und idealen Körperschema wahrnehmen und auch stärker davon ausgehen, dass andere Frauen ein dünneres Ideal anstreben als Frauen der Kontrollgruppe. Bei männlichen Teilnehmern konnten dagegen keine bedeutsamen Unterschiede in der Körperwahrnehmung zwischen Männern der Experimentalgruppen und der Kontrollgruppe festgestellt werden. Diese Ergebnisse werden in Bezug auf zum Teil konträre Ergebnisse einer aktuellen amerikanischen Studie und hinsichtlich ihrer gesellschaftlichen Relevanz diskutiert.
Abstract. This study examined if men and women realize alterations in their body image when they are confronted with models posing for commercial advertisement. 124 female and male participants (mean age: 30 years; range: 18 to 60 years) were exposed to ads without models (control condition), to ads with male and female models (experimental group 1), or to ads with models only of their own sex (experimental group 2). Results showed that women of both experimental groups revealed a larger discrepancy between their actual and ideal body sizes (preferring a thinner body) and believed that other women preferred a thinner ideal body size than women in the control condition. Men exposed to ads presenting models judged their actual and ideal body sizes in the same way as men in the control condition. Discussion focuses on the differences between the current results and the results of an actual American study as well as on implications for the society.
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