Revealed: Why Men’s Abs Are Possibly An Advertising No-No (Particularly When Targeting Women)
Over the past 20 years or so, when it comes to body image, men’s abdominal muscles – or, six-packs as they’re more commonly known – have become one of the most examined and sought after parts of the human anatomy.
A fine-tuned set of stomach muscles are readily used to sell us anything from a Men’s Health magazine, David Beckham’s underpants to Diet Coke for women.
However, a new study suggests that the old six-pack may not be as desirable as we all think.
Worse, the study found that women who view shirtless men regard them as immature.
Admittedly, the study wasn’t media/marketing specific, but rather it hoped to find out the impact of shirtless men on dating sites.
The study was done by US site Dating.com and looked at research from 2000 users of the app.
The results revealed that 90 per cent of men felt that a shirtless photo on their profile would increase their changes of getting a date. But the facts were, men who use them actually get 25 per cent less matches.
Contrary to the magnetic pull of the ab, the study revealed that 66 per cent of women said they found shirtless pictures to be a sign of immaturity.
Worse, 79 per cent of female respondents said they wouldn’t even consider dating a man with a shirtless selfie on their profile.
The study also noted that gay men were 40 per cent more likely to use a shirtless image on their dating profiles.
Yet, it’s not the same for women who pose in bikinis on their profiles. The Dating.com study found that women who had bikini pictures in their profiles were 40 per cent more likely to get matches than those without.
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