Vault: Plus size models in advertising

Summary

Podcast Summary: The Bert Show – Vault: Plus Size Models in Advertising

Date: July 10, 2026
Hosts: The Bert Show Cast (Bert, Kristin, Abby, Cassie, Tommy, and guest callers)

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Episode Overview

This episode features a candid roundtable discussion about the impact of plus-size models in advertising. Prompted by recent studies and ad campaigns (from Dove, Glamour, and others), the team dives into how diverse body representation influences self-esteem, societal expectations, and marketing effectiveness from both personal and societal perspectives.

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Key Discussion Points & Insights

1. Context: Plus-Size Representation in Magazines and Advertising

• The show opens reflecting on past debates about Glamour magazine featuring a "full size" model (01:42).
  • The cast notes the controversy: the model was hailed as “average” but was only a size 8 (average American women are size 12) (02:05).
  • Quote: “Very fit, beautiful size eight. And the average woman is 12.” – E (02:07)

2. Research Insights: Models’ Body Size and Self-Esteem

• A University of Arizona study found paradoxical effects in advertising with plus-size models (02:14):
  • Larger women felt better about themselves when ads had no models at all.
  • Average-sized women experienced lower self-esteem after seeing plus-size models—more so than with traditionally thin models.
  • Thin viewers preferred tiny models.
  • Quote: “Average sized ladies actually have lower self esteem after looking at ads with plus-size models rather than uber skinny ones.” – C (03:17)

3. Speculating on the Psychology Behind the Findings

• The cast ponders why seeing plus-size models may not boost self-esteem.
  • “Maybe it’s that we want to look at some sort of far off goal and not reality.” – E (03:04)
  • F suggests: “If you see a plus-size model… it’s a reminder of how you look, or how you think you look.” (03:40)
  • The group discusses escapism versus relatable representation.

4. Preference For No Models in Advertising

• D and C express preferring product-forward ads without any people, feeling models often look fake (04:15).
  • D: “If you have a dog or a baby, that’s cute…But if you have men or women, I think the men look fake. I think the women look fake.” (04:15)

5. Memorable Example: ‘Real’ Tampon Ad

• E spotlights a new tampon ad featuring a tongue-in-cheek, self-aware model:
  • The ad character quips about being “racially ambiguous” so “you’ll identify with me no matter what demographic you’re a part of.” (04:44)
  • The hosts applaud its refreshing honesty and self-aware humor. “That is a great ad.” – E (05:15)

6. Ethics of Using Plus-Size Models in Fitness/Diet Ads

• The study notes advertisers may use larger models to make women feel insecure enough to buy weight-loss products (05:24).
  • C: “Use plus-size models to make women feel bad enough about themselves that they spend more money…” (05:52)
  • General reaction: the group finds this manipulative and “messed up.” (05:53)

7. Desire for Authentic, Nonsexualized, Fun Portrayal

• D dreams of ads with groups of diverse women simply enjoying each other’s company, not posed or sensualized (06:31).
  • D: “Just be normal. Like, just be having a good time doing something…you’re either a mother or somebody who is having an adult experience. But you're not just normal girl.” (07:17)
  • E: “Always sexualized, always sexual appearance.” (07:14)

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Standout Quotes & Moments

• “I guess I just don’t see plus-size models as being a bad image or making somebody feel bad about themselves.” – D (05:53)
• “When I see the ads with bigger women in it, even though I’m the same size as them, they’re still more beautiful. It still looks airbrushed...I feel better seeing [skinny models]—knowing I can’t obtain that.” – Tiffany, caller (09:00)
• “You’re selling me gum, and everything that I’m looking at, you’re trying to tell me how I look…even chewing gum is a sexual experience. Give me a break.” – D (09:35)
• “Just tell me what the product is. And I don’t want to have to think about whether a girl looks good or looks bad or she’s fat or she’s too skinny. Just try to sell me a product and treat me with respect.” – D (08:49)

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Timestamps for Important Segments

• 01:42 – Glamour magazine’s “full size” model controversy and public reaction
• 02:14 – University of Arizona study findings on model body size and self-esteem
• 04:44 – Discussion of the ‘real’ tampon ad and its impact
• 05:24 – Use of plus-size models in fitness/diet ads and the manipulation debate
• 06:31 – Critique of unrealistic, sexualized portrayals in women’s product ads
• 09:00 – Caller Tiffany on relatability of plus-size models and feelings of attainability

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Tone and Language

• The conversation is open, humorous, and a bit irreverent, with each cast member bringing real-life, honest reactions and playful banter to a sensitive topic. Several moments of levity and sarcasm balance the deeper critique of advertising norms.

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Conclusion

The Bert Show’s discussion reveals the complexity—and sometimes counterintuitive psychology—behind body image in advertising. While the movement for more size-inclusive ads is broadly celebrated, the episode exposes ongoing tensions: the struggle for relatable role models, the ethics of marketing tactics, and the persistent objectification of women in product ads. Ultimately, the cast’s collective wish is for authenticity, respect, and fun: ads that simply show people—of all sizes—enjoying life without manufactured perfection or underlying judgment.

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For further listening: This summary covers the main debates, research, and pop culture references of the episode. For quotes in context, see timestamps above.

Transcript

[A]

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[B]

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[C]

Spinquest is a free to play social casino void where prohibited. Visit spinquest.com for more details. This is the bird show. You guys remember a while back when we were talking about was it Glamour magazine that put a, is it full size model?

[D]

I guess like them, right?

[C]

Full size model for that kind of magazine in Glamour magazine. And everybody was sort of applauding that they did it because she wasn't super, super skinny. You guys remember this? We debated a little bit of a pooch going on. It was a little controversial because I think they said this is like an average woman, right.

[E]

That we're putting still like a size eight. Right.

[C]

So there were some that were still upset about that.

[E]

Very fit, beautiful size eight. And the average woman is 12.

[D]

Yeah.

[C]

So we debated it for a Little bit. And it turns out we can debate again here.

[D]

Okay.

[C]

404,741,Q100. This came out a couple of days ago. Dove's real beauty ad campaigns are heralded as groundbreaking forays into being a bit more realistic about how women look. My wife loves those ads too. Loves those. And then we just talked about the Glamour magazine also. But according to a new study by the University of Arizona, ads featuring bigger models don't actually make most women feel very good about themselves. According to this research here, larger women feel better about themselves when ads don't include any models at all. Average sized ladies actually have lower self esteem after looking at ads with plus size models rather than uber skinny ones. And thin folks prefer traditional tiny models.

[E]

Weird guys.

[C]

Got anything on that?

[E]

I wonder why that is. I don't. Maybe it's that we want to look at some sort of far off goal and not reality. I don't know. Like we would prefer to look at fantasy rather than reality.

[C]

Let me read that one more time. Larger women surprises me. Larger women feel better about themselves when ads don't include any models at all.

[D]

I can understand that. Show me the product.

[C]

Right. Average sized ladies actually have lower self esteem after looking at ads with plus size models rather than uber skinny ones.

[E]

Like surprising.

[C]

And thin folks prefer the traditional tiny models.

[F]

Maybe because it's like a reflection of you. If you see a plus size model and maybe you're, you're like that's me. It's a reminder, A reminder of how you look.

[C]

So it doesn't.

[F]

Or how you think you look.

[C]

But. But if the plus size model is in the magazines as an ad, wouldn't that psychologically make you feel better about yourself? That if she's in there, then someone like me can be in there. Maybe I don't look so bad. Maybe I look good, maybe.

[F]

But I mean it's always nice to see somewhat of a goal. Like we're always trying to get in shape and be better about our body so we want to look like the thinner model. But if we see a plus size model, I think sometimes it's a reflection on who we are.

[D]

You know it's funny because when I look at it as like the Dove ads, I pay attention because they're different because they have the women in it. But I don't pay attention because everybody looks fake, men and women. When there's models in ads. Like when you, when you said I could, I would be the one that says I prefer it without any people in it whatsoever. If you Have a dog or a baby. That's cute. But if you have men or women, I think the men look fake. I think the women look fake. I mean, they don't really help sell a product for me.

[E]

Have you guys seen the new. It's a tampon ad with the model.

[B]

Yes.

[F]

I love that.

[E]

It aired on American Idol the other night where she says, I. I'm racially ambiguous, so you'll identify with me no matter what demographic you're a part of. And it's like this whole thing behind

[C]

the scenes, being real about.

[E]

Yeah, like, being really real. I'll find it online, see if it's on YouTube or something. We'll link over it too, from the website. But it's like completely breaking down the walls of advertising because she says, like, everything.

[F]

My hair is nice long and flowy. Like, don't you want to be like me?

[E]

Exactly.

[D]

My makeup is perfect.

[A]

My skin flows.

[E]

It's really funny. I saw it the other night. I was like, that is a great ad.

[C]

Hey, Sheri, I'll talk to you about this in just one second. Let me just finish this thing up. Okay?

[G]

Okay.

[C]

It says the study did, however, come up with one icky. Way bigger models can be used to actually influence product sales. Not gonna like this. If a normal sized woman sees moderately heavy images in ads for weight loss products, she might feel overweight and be more inclined to buy a diet plan or gym membership. So basically use plus size models to make women feel bad enough about themselves that they spend more money on gym memberships and diet products.

[E]

That's messed up.

[D]

Yeah. I don't know. I mean, I just. I feel. I don't know. I guess I just don't see plus size models as being a bad image or a making somebody feel bad about themselves. I don't know. I don't understand the whole.

[E]

Yeah, I don't understand that study result.

[C]

I actually told you guys, man, this is the first time I've ever said this, but to my wife, the other day we were watching. I forget it might have been American Idol. And that new Victoria's Secret ad came on with all the girls are like, you know, they're all. They're all in their new Victoria's Secret stuff, and they each say, I love my body. I love my body. And I literally looked over to my wife and I said, they're too skinny. Like, the ads now on TV are way too skinny.

[D]

I want to see women's ads. They're like beer ads for guys. Like, just a group of women hanging out Having fun and using a product. Like do you have to be like, like even in the, in razor commercials women are in the tub. Like they're having this. Well, it's almost 8:30. They're having a adult experience while they're shaving their legs in this music place. Like we don't shave our legs like that. And everything we do when we do our deodorant and when we do our hair, like it's just like we're always touching ourselves. No we're not. We want to have a good time. So I want to see an ad with women in a bar where the one girl's skinny, one girl's fat, who cares? They're just having a good time. And said because maybe that's the fake part to me is that women are, are expressionless. They are shallow looking. Even in print ads or on commercials.

[E]

Always sexualized, always sexual appearance.

[D]

Just be normal. Like just be having a good time doing something. You're either always having sex with a product or you're running around with your children in the house. Like you're either a mother or somebody who is having an adult experience. But you're not just normal girl.

[C]

Hey Sherry. Good morning. Thanks for holding on.

[G]

No problem. It's really. To me it seems kind of easy to explain. The reason that the skinny women feel. Well, the skinny women allow the bigger women to feel okay is because it's a fake representation. Like we can say that's not reality. So it's not going to affect the way I feel about myself because I know that these people don't eat, they probably have personal trainers, there's all kinds of touch ups going on. So why should I feel about bad about something that isn't real to begin with. But then they take the bigger women and they have them model. But these are bigger women who are confident, who are trained in how to pose properly. And so there's this confidence that comes through that normal women just don't have. So it kind of goes back to what Melissa just said. It's never the normal woman. So the bigger woman says, okay, she's the same size as me, but I still can't look like that. But you can't look like that because when you probably could, but you just don't have the confidence and you don't think it's exhausting.

[D]

I don't have to think that. I just want to buy a razor. Just tell me if the razor will cut the hair off my leg.

[E]

Well, get the one that gives you an orgasm.

[G]

That's the good one.

[D]

No, I mean, they came out with a vibrating razor one time. I said, are you freaking, freaking kidding me?

[E]

No, that's not gonna not give you bumps. Oh, my God. Just tell me the razor. That's not gonna give me razor burn. And, you know, quit treating me like I'm stupid.

[D]

Just tell me what the product is. And I don't want to have to think about whether a girl. A girl looks good or looks bad or she's fat or she's too skinny. Just try to sell me a product and treat me with respect.

[C]

Hey, Tiffany. Good morning. Your partner, the Birch Show.

[G]

Hey. I was just gonna say I am a bigger girl. And when I see the ads with bigger women in it, even though I'm the same size as them, they're still more beautiful. It still looks airbrushed and all this stuff. And for me, seeing a skinnier woman, I feel like that's a little more unobtainable for me. So I feel better seeing that, knowing that I can't obtain that. But even though I'm looking at a bigger model, it's just so. It's still pretty, you know?

[E]

It's like it's so far away that you can write it off that it doesn't matter, but if it's closer to

[G]

you, make fun of it, you know?

[E]

Okay, I can understand that. Even if they're still where she's coming from.

[D]

Like, I guess that's the thing is, like, you know, Bert, we always talk about, you know, when you're. When you're realizing that women think about their image so much, it's because yet you're selling me soap, and I gotta think about my body. You're selling me a candy bar, and I gotta think about my body. You're selling me. I mean, everything that I'm looking at, you're trying to tell me how I look, you know? And I just. God. You know, gum, like, gum is like I'm blowing the. I see cold into your face with the wind blowing in my hair. Even chewing gum is a sexual experience. Give me a break.

[C]

Somebody give Melissa some gum. I know this is the Birch Show.

[A]

Hey, everybody.

[B]

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[G]

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[B]

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[C]

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