Fitness promotion for adolescent girls: the impact and effectiveness of promotional material which emphasizes the slim ideal

Abstract

This study looks at techniques for promoting fitness participation among adolescent girls, in particular those which emphasize the "slim ideal." Various promotional posters were designed which systematically used different models (slim, average, and overweight) and different messages (slimness, activity, and health). The relative effectiveness of these posters was tested using a probability sample of 627 female high school students. The slim model was found to be the most effective poster, while slimness was the least effective of the messages. Demographic and self- and body-image factors had relatively little effect on the ratings of the posters. Focus group interviews conducted with the student sample indicated that they were concerned about their body weight, and that they associated slimness with fitness. However, the slimness message was not thought to encourage participation in fitness because overt emphasis on body image may lead to self-consciousness and fear of social rejection. The idea that participation would lead to a slim physique was also thought to be unrealistic. The students were more critical of the slimness message than of the slim model in the posters. Overall, the data indicate that promoting fitness through messages relating fitness to slimness is not an effective approach with adolescent girls. The use of very slim models in promotional material may be effective, but this approach may not be desirable because it reinforces the dominant cultural stereotype of the "ideal" slim female form.