Army PR wants average-looking women for its ads

“In general, ugly women are perceived as competent while pretty women are perceived as having used their looks to get ahead,” wrote Col. Lynette Arnhart, who is leading a team of analysts studying how best to integrate women into combat roles that have previously been closed off to them. She sent her message to give guidance to Army spokesmen and spokeswomen about how they should tell the press and public about the Army’s integration of women.

“There is a general tendency to select nice looking women when we select a photo to go with an article (where the article does not reference a specific person). It might behoove us to select more average looking women for our comms strategy. For example, the attached article shows a pretty woman, wearing make-up while on deployed duty. Such photos undermine the rest of the message (and may even make people ask if breaking a nail is considered hazardous duty),” Arnhart said.