Abstract
Through qualitative research, I explored how women evaluate traditionally attractive models (TAMS) and realistically attractive models (RAMS) in advertising and how their evaluations influence brand attitudes. I found that viewer-source similarity, copy, disposition, and visual codes affect endorser and brand assessments and that, overall, RAMS received the most positive evaluations.
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Barry, B. (2015). Why Reflect Reality? an Exploratory Study on the Effectiveness of Traditionally Attravive Models (Tams) and Reasitically Attractive Models (Rams) in Fashion and Beauty Advertising. In: Robinson, Jr., L. (eds) Proceedings of the 2008 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10963-3_123
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