Current literature on non-idealized models seems to offer mixed evidence on whether such models generate a positive body image and increase advertising effectiveness. To closely investigate this claim, we conducted a systematic review to summarize the empirical findings on the effects of non-idealized models on body image, well-being, and advertising outcomes among men and women. To contextualize these results, we also synthesized (1) the conceptualization of a non-idealized body size (i.e., labelling and operationalization), (2) the message accompanying the model (i.e., medium type and marketing intent), and (3) individual traits of participants tested as potential moderators. Three databases in different disciplines (i.e., ProQuest Psychology, Communication and Mass Media Complete, and Web of Science) were searched, and 86 unique studies were included in the review. While most studies found positive or null effects of non-idealized models on body image, well-being, and advertising outcomes, a small number of studies obtained negative results. These inconsistent findings could be explained by the large variety of labels and unclear operationalizations identified within our review. The conclusions of this review call for a clearer definition and measurement of non-idealized models.

当前关于非理想化模型的文献似乎提供了混合证据，证明此类模型是否会产生积极的身体形象并提高广告效果。为了仔细研究这一说法，我们进行了系统回顾，总结了非理想化模型对男性和女性身体形象、幸福感和广告效果影响的实证结果。为了将这些结果结合起来，我们还综合了（1）非理想化身体尺寸的概念（即标签和操作化），（2）模型附带的信息（即媒介类型和营销意图），以及（3）作为潜在调节者进行测试的参与者的个人特征。检索了不同学科的三个数据库（即 ProQuest Psychology、Communication and Mass Media Complete 和 Web of Science），并纳入了 86 项独特的研究。虽然大多数研究发现非理想化模型对身体形象、幸福感和广告效果产生积极或无效的影响，但少数研究获得了负面结果。这些不一致的发现可以通过我们的审查中发现的标签种类繁多和操作不明确来解释。本次审查的结论要求对非理想化模型进行更清晰的定义和衡量。