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Interactive Effects of Physical Attractiveness in Advertisements

Interactive effects between the physical attractiveness of models and the attributes of advertisements were investigated with 186 undergraduate students. We hypothesized that, while an attractive model would be judged to be appropriate for the advertisement for feminine types of products, an unattractive model would be perceived to be appropriate for the advertisement of masculine types of products. As a feminine type of product and a masculine type of product, we used a diet drink and stamina drink. Each drink was considered appropriate for each sex in Japan. The experimental design was 3 (attractive model/no model/unattractive model) x 2 (drink for women/drink for men) x 2 (sex of subjects). Being presented a fabricated drink advertisement with a photograph of the model, the subjects were asked to evaluate the same points, including appropriateness, for the model, products and advertisement. Analysis supported the interactive hypothesis only concerning women subjects. It is suggested that there is a consistent difference in perception by sex group in Japan.