Your average actress is much too thin
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From time to time, we report on what scientists are thinking
about the films we see. Why is the new Bond film called
Casino Royale instead of James Bond 21 (which is what it
actually is)? Are movie stars getting so skinny that this sets
a dangerous precedent for women with incipient eating
disorders? Scientists have good answers to these seemingly
show-biz questions.
Researchers have decided that movie watchers prefer sequels
with names, rather than just numbers (a style that was
popular a few years ago). In LiveScience.com, Jeanna Bryner
quotes from the Journal of Consumer Research
that, "Hollywood has begun branding movies in a similar way
that consumer packaged goods manufacturers brand their
products."
A few years ago, when numbered sequels were all the rage,
movie producers borrowed from more mundane consumer
products. As the Journal says, "Typically, products that
branch off and are named after a parent brand can garner
more appeal for consumers who already trust the brand
name. For instance, customers might trust the cavity-fighting
power of Crest toothpaste and thus would be more apt to try
out a new Crest mouthwash."
But movie studios found that this technique backfires when
it comes to films, leading to a smaller attendance for every
subsequent numbered film, because consumers "do not want
to see the same movie twice."
In Bond films, the actress playing female love interest has
gotten thinner and thinner over the last 21 years, to the
point that many of these ladies resemble present day models,
in that we may suspect they have an eating disorder.
The Academy for Eating Disorders has called for a global ban
on the use of severely underweight models and actresses. To
our great relief, the average woman may soon see changes in
this soon, since the recent Dove campaign, which featured
real young women (with normal bodies) was a resounding
success.
Art credit: freeimages.co.uk
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