Ads Featuring “Average Joes” Just as Effective

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Study finds that male consumers respond equally to ads featuring everyday guys OR male models. Photograph by: Photos.com, canada.com

Study finds that male consumers respond equally to ads featuring everyday guys OR male models. Photograph by: Photos.com, canada.com

A recent study in the Body Image journal reports that advertisements that feature everyday males are just as effective as those with super buff male model types. In fact, given the choice between the latter and no model at all, study participants chose no model. The ads were evaluated by both men and women, with consistent results across the board. The study does not mention females — and though there are notable standouts like Dove’s Campaign for Real Beauty, it seems sadly unlikely that the result would be the same for ads with women. We’d love to know — what do you think? Are ads with “average” men — and women– just as effective as those with the Adonises and supermodels?

Read more at the Vancouver Sun.

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  2. [...] This post was mentioned on Twitter by Elizabeth Patch and Pia Guerrero, Sharon Haywood. Sharon Haywood said: Latest post at Adios Barbie: Do you think ads for men that feature 'average joes' are effective or do ads need models? http://bit.ly/cgpPbD [...]