Přehled o publikaci

In recent years, the concept of Body Positivity (BoPo) has become a significant social phenomenon that challenges traditional beauty ideals and promotes the acceptance of bodies in all their forms. This article focuses on the perception of different types of models in the context of Body Positivity within the modelling industry, which has traditionally been associated with unrealistic beauty standards. Using eye- tracking methods and semi-structured interviews, the study examined what attention and emotional reactions various body types of models elicit in respondents. The results suggest that respondents’ attention was primarily focused on the face and distinctive body features. In the case of underweight models, gaze fixation was often directed at protruding bones, while for models with higher body weight, attention focused on the face and prominent body parts. This research provides new insights into how different body types influence consumer perception and how diversity can be presented in advertising and social contexts. The findings offer recommendations for marketing strategies aimed at effective and authentic communication of diverse body types