Background: There is a ubiquitous societal trend to define one’s self-worth based on externalities such as looks. The visibility of idealised and homogenous, mainly white, ‘perfect’ bodies in mass media contributes to the surge in body dissatisfaction of individuals, especially young women. This is accompanied by ethical problems such as mental diseases and eating disorders. Moreover, it renders young women with a high body dissatisfaction a profitable target group for several industries.

Purpose: This paper develops and tests a model on how different levels of Body Image Satisfaction impact young female’s emotional responses and their attitude towards the advertisements and the brand that uses them. It directly compares these effects for Body Positivity (BoPo) advertising (visuals of diversities of physical appearances) and traditional, idealised imagery in an experimental setup. With this, this study aims to prove that a high level of Body Image Satisfaction and thus BoPo content makes economic sense.

Method: This study measures the psychological constructs Body Image Satisfaction, experiential emotional response and attitude. It draws on research on how different body types are used to profit from the effects of self-esteem advertising while linking them to research on the Body Image Satisfaction of young females. BoPo commercials are compared to traditional, idealised imagery in commercials and measured consumer reactions to both using a quantitative survey in a representative panel in Germany.

Conclusion: High Body Image Satisfaction leads to a more positive experiential emotional response, a more positive attitude towards commercials, and a more positive attitude towards brands for any type of commercials. Commercials with BoPo content are highly accepted. As the exposure to BoPo content leads to a higher Body Image Satisfaction, BoPo content in mass media is ethically desirable and also economically beneficial.