More than Shapes: The Silhouette Effect in Advertising

Abstract

Even though the use of silhouettes in advertising is prevalent, knowledge about their impact on consumers is surprisingly limited. In this research, I propose that the use of human silhouettes, when compared to images of attractive human models, enhances advertising effectiveness by reducing the extent to which consumers experience self-threat when viewing an ad referent. In addition, I predict this effect holds only for appearance-related products and strengthens as consumers’ level of appearance-related self-esteem decreases. Six studies reported in this research provide converging evidence in support of these expectations.

Acknowledgments

The author extends his deep gratitude to Dr. Alex Zablah and Dr. Jonathan Hasford for their support and guidance on this research. The author also thanks the Editor, the Associate Editor, and two anonymous reviewers for their constructive feedback and suggestions during the review process.

Declarations of Interest

No potential conflict of interest was reported by the author.

Additional information

Funding

This work received financial support from the Marketing Department at The University of Tennessee, Knoxville.

Notes on contributors

Can Trinh

Can Trinh (PhD, The University of Tennessee in Knoxville) is an Assistant Professor, Marketing Department, The Sorrell College of Business, Troy University.