This study investigates how female consumers cognitively respond to traditional and non-traditional models in beauty product advertisements, and why they have the attitudes they do toward those ads.

Twelve participants were individually shown Dove beauty products endorsed by non-traditional and traditional female models. Using identification theory and schema theory as the framework, they were asked a variety of questions about their attitude toward beauty product advertisements in general, their buying behavior, their brand loyalty, the influence of the model on their awareness of the product and purchasing decision, and what they like and dislike about beauty product advertisements.

The results showed that regardless of age, race, education level, or other demographic variables, women felt traditional models in beauty product advertisements were unrealistic; that is, their skin was often flawless, their bodies “unattainable,” and their hair and makeup perfect. Many said advertisements were hard to ignore, and continued to serve as a reminder that their own bodies, skin, and hair were nowhere near the standard depicted.

Their reactions were very positive, however, to ads that featured what may be considered as non-traditional models. Many could relate to the body types, ages, and diversity featured in ads that constitute the Dove Campaign for Real Beauty. Such advertisements influenced buying behavior more and elicited more attention than advertisements featuring traditional-looking models. Most also said they identify with non-traditional models much better than traditional models.

The participants often questioned why more companies do not use “average” women in their advertisements. Their discourse suggests that women prefer to see more realistic images of bodies in their favorite magazine ads.