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The golden rule of advertising has long been that sex sells.

But when it comes to chocolate, it seems the seductive approach may backfire. Companies that use slim, deliberately sexy models to market their chocolate will actually put female buyers off, a study claims.

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But if the advert features a larger model, women are less likely to feel guilty about indulging. The researchers, from the University of Strathclyde in Glasgow, said that adverts starring an impossibly slender model simply remind women that eating too much chocolate means they will never look like.

They questioned 84 women aged 17 to 63 about their chocolate cravings and whether they felt guilty after eating it. The participants were sxy split into three groups.

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The third group did not look at any images. Researchers then repeated the questionnaires and found the group who had seen adverts featuring slender models felt guiltier, and were more sex to avoid chocolate than.

Offputting: Women were said to feel increased avoidance and guilt if they saw adverts for chocolate featuring slim, attractive models.

But those who had seen adverts featuring larger models felt less guilty about wanting to indulge. Presumably, advertisers seek to convey the implicit message that eating this sweet is somehow conducive to enhanced physical attractiveness.

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Singer Joss Stone was the sexy star behind a recent Cadbury's Flake advert. Share this article Share. Share or comment on this article: Why skinny models put women off chocolate: Ladies feel 'less guilty' if ads feature larger actresses.

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