The Impact of Physically Evaluations Attractive Models on Advertising

I believe there’s the thought of having a correlation between an individual’s physical appearance and his/her achievements, abilities and/or psychological well-being, but I do not think it occurs. However, since this thought is very common, attractiveness interacts with other status characteristics such as education, income, social status, and occupational prestige to create a positive or negative perception of an individual.

Newspapers, Magazines, Television, Online… advertising is everywhere. Within the myriad of advertisements displayed in front of viewers every day, there are appeals. Society neglects and overlooks these marketing strategies that toy with their minds, resulting in skyrocketing purchases after the release of an advertisement. In “Advertising’s Fifteen Basic Appeals,” Jib Fowles identifies the appeals he believes are implemented in advertisements. These appeals include sexual innuendos, powerful images, or comforting displays which draw the audience into the desired product. After analyzing the ads within the Vogue January 2018 edition, an extremely popular fashion and lifestyle magazine, the demographics can be determined as a market with expensive taste. The graphics are extremely feminine and contain Fowles’s previously mentioned appeals, like the “need for prominence.” Although not all of the fifteen appeals apply to these advertisements, Fowles’s list is still valid and does not need revisions as the readership of Vogue magazine is just a small sample of the population. Through the appeals of each advertisement, this clear readership is developed, rather than using all of the Fowles’s appeals and not addressing the correct audience.

The brand must be distinct and stand out in ways that relevance to consumers’ needs so as to be chosen by the consumers among thousands of brands in the market. However, before consumers respond to the brand’s communication efforts, the brand must be understood and understood correctly. That familiarity leads to a strong, positive consumer-brand connection.

Women all over the world are unhappy with what they look like and are being ridiculed by the people around them for not looking good enough. I decided to conduct a research to find out about the effect advertising has on women and how they feel about their bodies after seeing them. For this I came up with three questions; are women more sexually portrayed in advertising than men? Do these ads change the way women are portrayed in society? By seeing these ads do young girls feel obligated to look like this to be accepted? These questions will help with trying to find out how advertising affects women. I think i will find that advertising is more based around women rather than men and it creates a negative effect on women and how they are viewed

Jones, W., Hansson, R., & Phillips, A. (1978). Physical attractiveness and judgments of psychopathology. The Journal of Social Psychology, 105, 79-84.

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However, if the presenter’s attractiveness level is very high, than their physical attractiveness will lead to social-comparison jealousy of the receiver and will negatively affect the liking of the ad and the product being presented. “As predicted by evolutionary theory, the positive effect of a presenter’s attractiveness on liking of the ad is even stronger when female receivers see the male presenter (opposite sex) than when male receivers see the male presenter (same sex).” (Praxmarer, 2011)

The research in consumer behavior and psychology shows that the brand related information determines the probability if the customer will select a particular brand (Mitchell 100). Companies have learned to play with the psychology and emotions of consumers and have succeeded in attracting even those consumers that were not motivated by the traditional advertisements. Companies these days are focusing on the basic psychological principles to understand how to plan and execute the advertisement.

Human beings are the most social of social animals and the desire to be liked and accepted is very strong. This desire is forged by interaction with others, which forms interpersonal attraction and judgement of beauty. There are several reasons that could explain why interpersonal attraction occurs in social settings. Repeated exposure to a certain stimulus, allows individuals to develop stronger impressions and greater familiarity towards the stimulus, promoting interpersonal attraction (Zajonc, 1968), while similarity between individuals enhances initial attraction (Vinacke, Shannon, Palazzo & Balsavage, 1988), and allows social validation (Byrne, 1971). Physical attractiveness, one of the most important determinants of interpersonal attraction is often seen as a sign of fertility, strength, or health (Buss, 1999; Thornhill, 1998). Physical attractiveness individuals has been shown to be treated preferentially and more positively to the extent that it influence outcomes of interpersonal interactions (Rhode, 2010), where attractive employees get paid with higher wages (Frieze, Olson & Russell, 1991), and attractive criminals were given lighter sentences (Stewart, 1980). This phenomenon could be explained by the “Halo Effect” (Nisbett, & Wilson, 1977), where evaluations of one attribute of a person are generalized to influence evaluations of other attributes.

Advertisements are way for companies to market their products in magazines, commercials, public art, etc. Lancome is a high end makeup and skincare brand originated in Paris, France. Herbal Essences is an affordable hair product brand found in most drug stores and is based out of New York City. Both advertisements sell the concept of beauty as luxury. However, their views on luxury differ: advertisement number one focuses on beauty as relaxed and exotic, while advertisement number two focuses on beauty as wealth and power. Luxury is a condition of abundance or great ease and comfort.

We make many assumptions based on our first impressions of people. When we first meet someone, our opinion of them is overpowered by the way they look, rather than what they say or do. We take notes from the way they look to determine parts of their personality. For example, when we look at a person who is skinny, we assume they eat clean food and have a reasonable sized diet. Humans are also programmed to identify looks with level of health. Smaller bodies are believed to be more genetically healthy, and clear skin indicates youth. But a lot of people in our society assume that our looks can represent other attributes. Psychologists from Princeton University say it takes just one tenth of a second to judge someone and make a first impression, which can determine whether or not a relationship develops between two people.

For this experiment it was hypothesised that non-verbal communication will establish a more favourable first impression than verbal communication. The FIS was used to rate the favourability of an impression, with a higher score indicating a more favourable impression. The hypothesis was supported by the results of the experiment as non-verbal communication had an FIS score of 902.16mm out 1300mm while verbal communication had a score of 823.10mm out of 1300mm. The non-verbal impression score was 76.9 points higher than verbal, which is significantly more and shows that non-verbal was more likely to induce a favourable impression. These results support, Dion, Berscheid and Walster’s “What is beautiful is good” theory, that in social interactions, physical appearance has a stronger influence on first impressions than other factors. (Whetham, Day, 2003) Although there has been no relationship found between attractiveness and personality, like the “What is beautiful is good” hypothesis suggests, it is commonly assumed that attractiveness will equate to friendliness and likability (Eagly et al.,1991) This theory can be supported indirectly through this experiment as the results showed that non-verbal communication, such as physical appearance and facial emotions, were found to create a more favourable impression than verbal communication, suggesting that the appearance of the individual affected their likability.

Here the researcher has mainly chosen this particular topic in order to analyse that how targeted perception are changing with the change in the value of the brand and brand image.

Perceptions of brands in the minds of the consumer are formed on the basis of the four main functions of the brain-thinking, sensation, intuition and feeling. Psycho branding is supported by three concepts-