Going from that shouldn't the models be overweight and homely?
Well, that's the balance of it, I'd bet. There has to be
something there that causes a woman (or any prospective customer) a twinge of jealousy. If you show slovenly, unattractive people shooting your guns, no one is going to want to identify with them at all.
On the other hand, (what Karen is saying, I think) is that if you show a knockout gorgeous model who's a size 2 but extremely curvacious and feminine, and wearing exquisite, flattering clothing carrying your gun, it is just too much. An "average" woman looks at that and DOESN'T identify with this supermodel at all and is instead put off by the sales pitch rather than being drawn in.
By showing a woman who represents an
almost attainable level of beauty and sophistication choosing this gun as part of her ensemble, a woman is more inclined to project herself into that scene.
("If I lost 10 lbs, max, I'll bet that gun and dress would look BETTER on me than her!")
Of course advertising for guys is quite different. We all know in our hearts that we're a notch MORE attractive than Tom Sellack and a
hair tougher than Stallone, so ads aimed at guys tend to feature the biggest, baddest, most ruggely handsome dude they can find to hold up that AR-15 or those tactical pants. Or, of course, the most desirable woman imaginable.
IMHO...
I still would prefer to just see the gun. They're eye-catching enough on their own.