Current literature is inconsistent about the effects of idealized (i.e., thin) vs. non-idealized (i.e., average or plus-size) models on young women’s well-being. This inconsistency may be explained by different frames (i.e., passive body, active body, and subject) surrounding beauty ad models. The current experimental study among 568 women aged 18–30 years (M = 21.45, SD = 1.84) tested the effects of differently framed ads featuring idealized vs. non-idealized models on well-being and ad effectiveness while taking into account the mediating role of cognitive schemas and moderating role of thin-ideal internalization. Results showed that a passive body frame generated more appearance schemas compared to a subject frame. The effects of framing on body functionality schemas operated differently for idealized vs. non-idealized models. The passive body frame also induced inferior ad outcomes (i.e., lower attitudes to the advertisement and brand and lower purchase intent) compared to an active body frame. No other main framing effects nor moderating effects of thin-ideal internalization were found. These results for advertising outcomes can encourage beauty brands to stop using typical objectifying ads.

目前的文献对于理想化（即瘦身）模型与非理想化（即平均或加大码）模型对年轻女性的健康影响并不一致。可以通过围绕美容广告模型的不同框架（即，被动体，主动体和主题）来解释这种不一致。在568名18-30岁的女性中进行的当前实验研究（M = 21.45，SD= 1.84）测试了以理想化模型和非理想化模型为特征的不同框架的广告对幸福感和广告效果的影响，同时考虑了认知模式的中介作用和瘦身内部化的调节作用。结果表明，与主体框架相比，被动主体框架生成了更多的外观模式。对于理想化模型与非理想化模型，框架对人体功能模式的影响不同。与主动式身体框架相比，被动式身体框架还导致广告效果较差（即，对广告和品牌的态度较低，购买意愿较低）。没有发现其他理想的框架效应，也没有发现理想化内部化的调节效应。广告效果的这些结果可以鼓励美容品牌停止使用典型的客观广告。