The beauty of marketing - it's all in the eye of beholder

May 05, 2011

(PhysOrg.com) -- The Monash University study investigated the concept of attractiveness and the effects of advertising on people’s attitudes. It examined the whole physical person rather than just faces as has been typical of previous beauty studies.

Dr. Nives Zubcevic, from the Department of Marketing said the survey of 1111 men and women revealed that categorise others into four different combinations of and attractiveness.

“Not surprisingly, some people were judged to be both beautiful and while others were neither. What did surprise us was that some people are considered beautiful but not attractive, and others attractive but not beautiful," Dr. Zubcevic said.

“This suggests that beauty and attractiveness are different concepts, which is a world first in this area of research and this will have significant implications for the way advertisers and marketers develop both their brands and communication messages,” Dr. Nives Zubcevic, from the Department of Marketing said.

According to Dr. Zubcevic people who belong to these four groups were found to have different perceptions of what benefits one can receive by being attractive, their self evaluations of body image and their likelihood to be influenced by models.

“Both the media and the models used in advertising were found to influence consumer attitudes of how attractiveness affects their everyday relationships and social acceptance. Unfortunately, both also have a negative impact on people’s perceptions of their own body image.

“Body image evaluations worsened for both men and women after exposure to images of models. Understanding how perceptions of attractiveness and the factors associated with it affect advertising impact and public policy is critical.

“This study highlights the need for marketers and policy-makers to better understand and promote body image and attractiveness that will positively impact on the health and nutrition of people across all age groups,” Dr. Zubcevic said.

“Advertisers who best understand how the portrayal of attractiveness resonates with their consumers will be well placed to gain a competitive edge in the marketplace.” 

Explore further: Study finds Illinois is most critical hub in food distribution network

add to favorites email to friend print save as pdf

Related Stories

A tilt of the head can lure a mate

Nov 22, 2010

(PhysOrg.com) -- The angle we tilt our head can play a significant role in how attractive we are to the opposite sex, according to latest research.

The importance of attractiveness depends on where you live

Dec 15, 2009

Do good-looking people really benefit from their looks, and in what ways? A team of researchers from the University of Georgia and the University of Kansas found that yes; attractive people do tend to have more social relationships ...

Recommended for you

Ancient clay seals may shed light on biblical era

Dec 20, 2014

Impressions from ancient clay seals found at a small site in Israel east of Gaza are signs of government in an area thought to be entirely rural during the 10th century B.C., says Mississippi State University archaeologist ...

Digging up the 'Spanish Vikings'

Dec 19, 2014

The fearsome reputation of the Vikings has made them the subject of countless exhibitions, books and films - however, surprisingly little is known about their more southerly exploits in Spain.

User comments : 0

Please sign in to add a comment. Registration is free, and takes less than a minute. Read more

Click here to reset your password.
Sign in to get notified via email when new comments are made.