perfectly gorgeous Paulina Porizkova" (Wells, 1989, 46). The article also states that

"consistent among all is a reliance on the model to telegraph a precise message about the

company" (Wells, 1989, 46).

 Attractive Models' Effect on the Perceptions of Advertising in Women

 The media can be a powerful and persuasive tool in influencing young viewers'

self-images (Parker, 2000). High levels of identification and realism can enhance the

power of the media and shape college students' sexual attitudes and assumptions (Ward,

Gorvine, and Cytron-Walker, 2002).

 One of the reasons that the attractiveness of models in the media can have a

positive effect on the credibility of advertising is self-concept. "Ideal self concept is the

reference point in which actual self is compared. If there is a gap between them, an

individual strives to achieve the ideal state. In this respect, ideal self is a motive force

driving and individual upward" (Zinkhan and Hong, 1991, 348). Therefore, if an

individual views an advertisement featuring a model that she views to be better in some

way than her, she is more likely to purchase that item (Zinkhan and Hong, 1991).

 "Self concept is a promising variable for explaining the effectiveness of various

promotional strategies. Specifically, promotional efforts may be more effective if they

are directed toward establishing a product image congruent with a consumer's own self-

concept, compared to non-matching appeals, may lead consumers to subsequent

behaviors favorable to the product advertised" (Zinkhan and Hong, 1991). Zinkhan and

Hong's research efforts suggest that when a product is consumed primarily in private, the

consumer is less concerned about what others think about them consuming the product

(1991). In this situation, the main consideration is the degree to which the product is

satisfactory in the eyes of the individual consuming the product (Zinkhan and Hong,