Why Reflect Reality? an Exploratory Study on the Effectiveness of Traditionally Attravive Models (Tams) and Reasitically Attractive Models (Rams) in Fashion and Beauty Advertising

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.