Featuring Women on Advertisements: Juxtaposing Afrocentric and Eurocentric Idealization of Body Size in Sub-Saharan Africa

Paul Mukucha, Divaries Cosmas Jaravaza and Nomuhle Jaravaza

Journal of African Business, 2025, vol. 26, issue 1, 146-163

Abstract: The advertising industry makes use of models that are chosen primarily for their physical attractiveness. The study was done in Zimbabwe. Since the Zimbabwean society is progressively becoming cosmopolitan, there is now a mixture of acceptable idealization of body size: Afrocentric and Eurocentric. The Afrocentric idealization of body size advocate for plus size models, while the Eurocentric idealization vouch for petite models. The study sought to determine the most preferred body size across various demographic factors. A total of 1200 participants were shown two identical print adverts on a poster that only differed on the models they featured, and asked to indicate the one they preferred. A binary logistic analysis was run and the results indicated that the Afrocentric traits of plus size women were preferred by consumers who are mature, males, less educated, and members of the indigenous religion whilst Eurocentric traits of straight size women were preferred by consumers who were young, females, educated, and exotic religious members. The study recommended the dual use of models with Afrocentric and Eurocentric beauty ideals in order to appeal to the diverse customer base.

Date: 2025
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DOI: 10.1080/15228916.2024.2321109

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