its advertisements" (Bloch and Richins, 1992, 11). This study suggests that repeated

exposure to extremely attractive models in advertising and other mediums may influence

consumers' perceptions of what constitutes an acceptable physical appearance (Bloch and

Richins, 1992).

 In a study entitled "Physical Attractiveness and Personality Among American

College Students," Cash and Smith found that more attractive women have a tendency to

infer that their own appearance, rather than other enduring personal assets, causes males'

overtures (Cash and Smith, 1982, 189). "Physical attractiveness per se affects

perceptions of mental health by both peers and professionals" (Cash and Smith, 1982,

184).

 Types of Spokespeople

 The current study will use of mix of familiar celebrities and unrecognized models.

To fully understand the subjects' responses to both types of endorsers, we must first

review the literature surrounding different types of endorsement.

 A study conducted by Friedman and Friedman divided endorsers into three types:

the celebrity, the professional (or recognized) expert and the typical consumer (Friedman

and Freidman, 1979). This study used vacuum cleaner, cookies and costume jewelry ads

to test the effectiveness of the different types of endorsers for each of the products.

Results of the study found costume jewelry yielded the most positive response when

paired with the celebrity endorser, vacuum cleaner with expert and cookies with the

typical consumer (Friedman and Friedman, 1979). "If brand-name and advertisement

recall are most desirable, advertisers should use a celebrity. If, on the other hand,

believability of the endorsement, overall attitude toward the advertised product, and