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Effects of Ideal Body Images--Translatable Across Gender and Culture?
Unformatted Document Text:  10 advertisements were used, featuring average looking models for food, gardening and industrial products. Six of them were U.S. models (three males and three females), and another six were Chinese models (three males and three females). All the models were homely looking, fully clothed with no striking hints of physical attractiveness. Most of models in control group were middle-aged. The experimental groups included ideal female models and ideal male models. There were 12 print advertisements in each group for underwear or beauty care products. In each of two groups, six of the models were again U.S. models and the other six were Chinese models. All the models in the experimental groups were good-looking individuals wearing only underwear with exposed, well-shaped bodies, especially emphasizing on the slim bodies of women and muscular torsos of men. Each advertisement in all three groups was printed on a single sheet of paper featuring only one model. We decided to use both U.S. and Chinese models because in our research we found that substantial portion of underwear and beauty care advertisements in China used foreign models. For manipulation check, we asked our participants whether the model in the advertisement was good-looking and sexy. There was no significant difference between U.S. models and Chinese models in these scales. It seemed unlikely that the nationalities of the models acted as a confounding factor. Participants and Procedures The experiment was conducted in a group setting. 150 junior college students at a large Central Chinese university participated in this experiment, 59 of them were males and 88 were females. Three of the subjects did not complete the whole experiment. Their

Authors: Xue, Fei., Zhou, Shuhua. and Zhou, Peiqin.
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background image
10
advertisements were used, featuring average looking models for food, gardening and
industrial products. Six of them were U.S. models (three males and three females), and
another six were Chinese models (three males and three females). All the models were
homely looking, fully clothed with no striking hints of physical attractiveness. Most of
models in control group were middle-aged. The experimental groups included ideal
female models and ideal male models. There were 12 print advertisements in each group
for underwear or beauty care products. In each of two groups, six of the models were
again U.S. models and the other six were Chinese models. All the models in the
experimental groups were good-looking individuals wearing only underwear with
exposed, well-shaped bodies, especially emphasizing on the slim bodies of women and
muscular torsos of men. Each advertisement in all three groups was printed on a single
sheet of paper featuring only one model.
We decided to use both U.S. and Chinese models because in our research we
found that substantial portion of underwear and beauty care advertisements in China used
foreign models. For manipulation check, we asked our participants whether the model in
the advertisement was good-looking and sexy. There was no significant difference
between U.S. models and Chinese models in these scales. It seemed unlikely that the
nationalities of the models acted as a confounding factor.
Participants and Procedures
The experiment was conducted in a group setting. 150 junior college students at a
large Central Chinese university participated in this experiment, 59 of them were males
and 88 were females. Three of the subjects did not complete the whole experiment. Their


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