Do skinny models sell more products?

An australian boffin has claimed skinny models do not sell more products for brands? Is the academic right? Is it time to take a leaf out of Dove's book and ditch wafer-thin models in favour of 'real women'?

 I didn't actaully vote for this one as it depends on many factors.  The product, the model, how skinny etc.

 Some models can actually be skinny naturally and if they are pretty they will sell a product.  However, I know that the issue raised here is the size 0 trend and I do agree that the use of extremely skinny models in so many campaigns puts pressure on society.  However, on the other hand we also have a problem with obesity ... So who knows ;)

It all depends on the way the brand is advertising its product. The model does plays an important role to promote the product but its the context that makes the difference.

I love Dove's real women campaign but it only works because its put in the right context, with the right tone of voice and the right type of models. Where as if instead of the plump models there were skinny models, the campaign would have been out of context and unsuccessful.

So it doesn't matter wether a model is skinny or plum, it matters if you put that model is in the correct environment with the correct tone of voice. Skinny models are used more simply because it is the norm, people are use to seeing it.
 

I do agree witht this. It is not just about the models but about the product.  However, there is more and more pressure for companies to abandon 0 size models.

I don't think so. I guess it really depends on what products you're going to promote.  

 And it's a bit stereotyping to me. :) But hey, that's marketing.
 

I read an article about this yesterday, apparently there is a video on You Tube which was created by Dove to show how an ordinary looking girl can look like a super model with a help of make up and computer programs.  I did not have time to look for it yet but will post a link to it once I have done it.

 It may depend a bit on the market and product in question.  Slim models may be the norm but a well dressed model (or scantily dressed as the case may be) shot from the right angles can sell just as well.  Consider that a snowboard magazine or a car magazine won't necessarily be looking for the most slim model.  A bigger bust might be the priority for them.  Clothing and how it is presented can do a lot as well to diminish how big a factor a models size is.

I'm guessing most of 'us' buy on the basis of how we'd like to be perceived post-purchase.