Fashion advertising: Does age, body type or ethnicity influence consumers' perceptions?

Abstract

The effect that the image of the fashion model had on consumer perceptions of a product was explored. An image of models typically found in fashion advertisements (mainstream models) and three different images of fashion models (older, larger and African‐American peripheral models) which were less frequently used in fashion advertisements, were presented as the stimulus. Stimulus photographs and the Perception of Advertisement Scale were used to investigate the impressions consumers formed toward the model. Hypotheses 1, 2 and 3 were partially accepted. Results revealed that: (1) mainstream and African‐American models were rated far more favourably for attractiveness; (2) the product (a pair of gold earrings) was thought to reflect the personality of older, larger and African‐American models but not the mainstream model (respondents tended to be indifferent to the product); and (3) respondents tended to find the older model more credible than other models. Implications for peripheral market segments are given.