Aesthetic pressure has always been present, but with the emergence of social networks it has been aggravated making women compare themselves with unreachable and sometimes edited bodies. Because of this problem, many people began to question what they were experiencing, causing movements like Body Positive to emerge. From this, many areas were influenced, mainly fashion, which began to put women in their advertising campaigns with their bodies outside the standard of beauty. Thus, the present study seeks to understand the behavior of consumers in Rio de Janeiro in the face of these campaigns. A sample with 306 respondents was collected, but only 272 responses fit the desired profile. From the analysis, it was concluded that plus size advertising is a differential for consumers, especially those that are considered plus size.