Highly Attractive Models in Advertising

Paper Summary:

This paper explores the use of highly attractive models (HAMS) for advertising beauty products and attempts to settle the question that has plagued the advertising industry and their clients of whether HAMS may actually have a negative impact on the viewer rather than a positive one. The paper sets the research objectives and explores the theoretical basis for the proposal. It also applies the theories to advertising in both the print and television media and examines the research model including key constructs and relationships.

Outline:
Background
Significance
Research Objectives
Theoretical Background
Research Model
Conclusion

From the Paper:

"Several theories can be used to explain how people view models in both television and magazine ads. The most well-known is Festinger's social comparison theory, which is the foundation of modern advertising theory. Festinger (1954) introduced the theory that humans possess an innate drive to evaluate their opinions and abilities by comparing them to the opinions and abilities of others. According to this theory, people only evaluate themselves against others that are similar to themselves. If the model is viewed as too different, then they will not use them for social comparison. Stuart Hall introduced the idea that the audience could attribute several possible meanings to the message conveyed by the media and that this message is influenced by the context and cultural background of the receiver (Tomlinson, 1991). "

Sample of Sources Used:

• Abercrombie, Nicholas (1996). Television and Society. Cambridge: Polity Press
• Baker, C. (2005). Images of Women's Sexuality in Advertisements: A Content Analysis of Black- and White-Oriented Women's and Men's Magazines. Sex Roles. 52(1-2): 13-27.
• .Bandura, A. (1969). Principles of Behavior Modification. New York: Holt, Rinehart & Winston.
• Bandura, A. (1977). Social Learning Theory. New York: General Learning Press.
• Blumler J. and Katz, E. (1974). The Uses of Mass Communication. Newbury Park, CA: Sage

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