Abstract
The goal of this article is to explore the perceptions of consumers regarding to models in advertising. To fulfill this object, we have used the KERNEL’s method which is based on the dominance analysis tool developed by Ned Herrmann (Ned Herrmann & Louis TimbalDuclaux, 1989). In this paper, we discuss particularly the question of correspondence between the ordinary woman and the various types of products. The analysis of the results conducted with 30 individuals show that the physical characteristics of the model and values are very important to advertise products. The level of importance varies from one product to another which has led to propose different archetypes of women.
Highlights
Wether we use famous, experts or ordinary people, is a question that has crossed the mind of several researchers, interested in studying endorsement in advertising
For men surveyed "ordinary woman" refers to the conservatism, the social conformity, the traditional woman who cares about her husband and her children
We note that the physical characteristics of the model and the values are at the top of graph
Summary
Experts or ordinary people, is a question that has crossed the mind of several researchers, interested in studying endorsement in advertising. The majority of the audience doesn’t fit the ideal body (Radu, 2004); which inhibits the phenomenon of identification (McGuire, 1985) It can cause adverse effects on the selfconcept of women recipients (Bower et al , 2001; Alipoor et al 2009; Tucci et al, 2008 , Cohen , 2006; Van den Berg et al , 2007; Durkin et al 2002; Tiggemann et al , 2003). In this regard, we conclude that the upward comparison with idealized models is not a persuasive lever boosting purchase intent. It is rather with favorable self-comparison that advertising can influence beliefs and behavioral intention (Bandura, 1977)
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