Longo, 1992, 24). According to this study, an implicit theory of beauty is a hypothetical

construct that compromises beliefs about various types of good looks, including what

physical and other features define each type, and how the types are related one to another

and inferences about what personal qualities (i.e. traits and lifestyles) go with each type

(Solomon, Ashmore and Longo, 1992).

 This study suggests that attractive people vary in exactly how they are attractive

(Solomon, Ashmore and Longo, 1992). The Beauty Match-Up Hypothesis attempts to

divide attractive female models in to categories of beauty and match up each type of

beauty with an appropriate product. "A model whose type of beauty and associated

image matched the product with which it is paired will provide a coherent message,

which, if consistent with the consumers' desired self-image, may enhance acceptance of

the advertisement" (Solomon, Ashmore and Longo, 1992, 24).

 To divide photographs of attractive models into categories of beauty, Solomon,

Ashmore and Longo elicited the help of fashion and beauty editors. "These cultural

gatekeepers are instrumental in framing standards of beauty by virtue of the models they

choose (over literally thousands of other aspirants) to adorn their pages" (Solomon,

Ashmore and Longo, 1992, 24).

 Solomon further explained the idea of cultural, or imagery gatekeepers in an article

entitled "Building Up and Breaking Down". Solomon believes that these gatekeepers

"are pivotal in determining the eventual market success or failure of many symbolic

products" (Solomon, 1988, 339). Much like casting a part, gatekeepers such as

publishers, journal editors and retail buyers determine the future path of symbolic