A qualitative exploration of the health promotion effects of varying body size in photographs analyzed using Interpretative Phenomenological Analysis

As levels of obesity continue to rise worldwide so do the number of public health campaigns designed to help address this problem with advice and information on how to stabilize or decrease weight. However, few studies have explored the influence of visual images, and specifically photographs, in weight-related health materials despite their widespread use in publications and online. We carried out qualitative individual telephone interviews with eight women who were actively engaged in managing their weight. They viewed a series of photographs of slim and overweight women demonstrating healthy behaviors such as engaging in physical activity or reading a food label. Responses were analyzed using Interpretative Phenomenological Analysis. The two core themes that emerged were the motivating/de-motivating effect of body size representation on health behavior intentions, and the social implications of being overweight. Participants liked and appeared motivated by the images of larger women, actively seeking out social comparisons. Implications of these findings in the development of health promotion messages are discussed.

► Few studies have explored the influence of visual images in weight management.
► We interviewed eight women who were actively engaged in managing their weight.
► Participants liked and were motivated by the images of healthy obese women.
► Core themes of motivation, and the social implications of overweight are discussed.
► Implications for the future development of health promotion messages are considered.