So, while - to borrow some words of wisdom from WPP's Martin Sorrell - "we don't know the answer" to how exactly the small screen revolution will change advertising, mobile probably won't radically alter the size of the industry.

CNN: Will mobile kill digital advertising?

Moreover, the researchers were keen to emphasise how fluctuating environmental conditions could alter the popular perception of an "ideal" body size.

BBC: Stressed men drawn to heavy women