Only above-the-waist or full-body shots
Sno visible product logos or brand names
Sthe models are pictured alone in the photo (without other people or animals)
Sno pictures deviate markedly from the modal size
 no color photographs, only clothed models and only photographs of sufficiently high
 quality (26).


 In this study, AdSAM was used to measure the emotional responses of the

participants so that we may better understand how the subjects feel about the models.

AdSAM uses a graphic character (SAM, Self-Assessment Manikin), representing

pleasure, dominance, and arousal, to measure the emotional reactions of individuals

(Morris, 1995). In the current study, arousal refers to the degree to which respondents

have strong feelings towards the models, not necessarily in a sexual manner (i.e. disgust).

Pleasure refers to the degree to which respondents enjoyed or likes the appearance of the

models.

 AdSAM is non-verbal, completely visual, accurate, and effective in assessing

motivation, consistency in feelings, and level of empowerment in addition to identifying

emotional drivers of perceptions, attitudes, and behaviors (Morris, Woo, and Cho, 2003;

Morris, 1995). To use AdSAM, subjects simply choose the graphic character (SAM) in

each row that best identifies how she feels (Morris, Woo, and Cho, 2003). AdSAM

emotional response scores can then be used to create perceptual maps, where the results

are scatter-plotted to be analyzed for consistency and similarity (Morris, 1995).

 Subjects and Questionnaires

 The participants in this study were a convenience sample taken from classes in the

College of Journalism and Communications at the University of Florida. Only females

were allowed to participate. A total of 258 participated in the study. Subjects were

awarded with extra credit for participation in the study.