TABLE OF CONTENTS

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A C K N O W L E D G M E N T S ................................................................................................. iv

LIST OF TABLES ............... ............................... ... .................. vii

LIST OF FIGURES .............................................. ........ ...... ........... .. viii

ABSTRACT .............. ................. .......... .............. ix

CHAPTER

1 IN TRODU CTION ................................................. ...... .................

2 REVIEW OF LITERATURE ......................................................... .............. 3

 A attractiveness and Persuasion ............................................... ........................... 3
 Attractive Models' Effect on the Perceptions of Advertising in Women .............6
 W hy W om en U se Cosm etics ......................................................... ............... 8
 Types of Spokespeople ......... ..... ........ .. .. ......... ................. .. 10
 Celebrity Endorsers ..................... .... .. ... .. .. .. ........ .... ...... ... .... 11
 The Beauty Match Up Hypothesis and the Six Types of Beauty ............................12
 Using AdSAM to Measure Emotional Response .......................................... 16
 N eed for Present Research......................................................... ............... 20
 R research Q u estion s........... .................................................. ...... .... .. .. ........ 2 1
 C conclusion ...................................................................................................... ....... 2 1
 H y p o th e sis : ......................................................................................2 1

3 M E T H O D O L O G Y ............................................................................ ................... 22

 R research D esign and Stim uli ......................................................................... ... ... 22
 Subjects and Q questionnaires .......................................................................... .. .... 23
 T e st O n e ...................................................... ................ 2 4
 T est T w o ...................................... ............................... ................ 2 4









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