CHAPTER 1
 INTRODUCTION

 Advertisers believe the beautiful are credible (Joseph, 1982). The increasing use of

attractive models as a persuasion method can be found in advertisements for nearly every

item that may have an influence on a women's appearance.

 Many studies link the way a woman feels about her body to the effectiveness of

attractiveness as a persuasion method (Zinkhan and Hong, 1991; Hanson and Hill, 1994).

Women who are less confident about their bodies may respond more positively to ads

that feature physically attractive endorsers (Hanson, Hill and Stephens, 1994).

 Certain types of beauty are more appropriately paired with one product or brand,

than with another (Solomon, Ashmore and Longo, 1992). The Beauty Match-up

Hypothesis theorized that people have theories of beauty that influence their emotional

responses to models in advertising (Solomon, Ashmore and Longo, 1992). For example,

attractive people vary in exactly how they are attractive and different types of

attractiveness may be best matched with different products (Solomon, Ashmore and

Longo, 1992). The Beauty Match-up Hypothesis study divided beauty into types based

on facial features, appearance of age, attire (if applicable), and flaws (Solomon, Ashmore

and Longo, 1992). The types are: Classic Beauty/Feminine, Cute, Sex Kitten,

Sensual/Exotic, Trendy, and Girl-Next-Door (Solomon, Ashmore and Longo, 1992).

 Studies have determined that attractiveness can persuade women to buy products,

but they fail to explore how women feel about the models they are shown in the

advertisements and if they prefer one type of beauty to another (Solomon, Ashmore and