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Women liked assertive models in lingerie ads more than submissive models, in a study of 144 female Chinese college students (Gan & Chen, 2024). But they felt more confident about their own bodies after seeing ads with no models at all, just the lingerie
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Gan, C., & Chen, H. T. (2024). Sex, race, and femininity: young Chinese females’ responses to lingerie advertising. International Journal of Advertising, 43(2), 234-253.

“Assertive: The model does not touch herself or have a firm grasp of an object. Submissive: The model cradles or caresses an object with her hands or fingers and may touch her hair, shoulder, or hips or cover her breasts.

“Assertive: The model is standing erect with her head up. She may sit or recline in a masculine, powerful, and comfortable manner (e.g. open or crossed legs). Submissive: The model is in a submissive position relative to the viewer. Her body may be tilted, bending forward, reclining, or sitting on some surface (e.g. bed, sofa, and floor). She may be kneeling, crawling, or lying down in a twisted, uncomfortable manner. Her head may be bent down.”

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Women liked assertive models in lingerie ads more than submissive models, in a study of 144 female Chinese college students (Gan & Chen, 2024). But they felt more confident about their own bodies after seeing ads with no models at all, just the lingerie image
Women liked assertive models in lingerie ads more than submissive models, in a study of 144 female Chinese college students (Gan & Chen, 2024). But they felt more confident about their own bodies after seeing ads with no models at all, just the lingerie image
Women liked assertive models in lingerie ads more than submissive models, in a study of 144 female Chinese college students (Gan & Chen, 2024). But they felt more confident about their own bodies after seeing ads with no models at all, just the lingerie image
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