Beauty types of female advertising models in Asia

Pornchanoke Tipgomut, Leonard J. Paas, and Angela McNaught

Previously published research has addressed the beauty types of female advertising models from Western perspectives, which have also been applied directly to classify Asian models.

Introduction

The academic fields ofmarketing, communication and advertising have studied advertising models' beauty extensively (Dickinson-Delaporte et al., 2014; Joseph, 1982; Otterbring, 2019). Because attractive persons are perceived as trustworthy, desirable and aspirational (Joseph, 1982), and are associated with other positive characteristics, such as friendliness, strength and independence (Perlini et al., 1999), portraying attractive female models in advertising communications is often assumed to increase advertising effectiveness.

Nevertheless, various studies have reported that the portrayal of highly attractive models may backfire as a result of, for example, social comparison-based jealousy experienced by the viewer of the advertisement (Bower, 2001), ethical concerns about...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands