According to evolutionary psychology studies (e.g., Buss 1989), women select partners mainly based on their financial prosperity, highlighting the importance of financial success among males. In that sense, Gulas and McKeage (2000) found that exposure to advertising containing idealized images of financially successful males reduced males’ level of self-esteem. However, they investigated only negative effects in terms of self-perceptions, but not advertising effectiveness, and more importantly, they did not include in their analysis attractiveness.