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Published in:
2017 | OriginalPaper | Chapter
Model’s Age and Target’s Age: Effects on Emotions towards and Beliefs about an Ad
Authors : Corinne Chevalier, Marie-Christine Lichtlé
Published in: Advances in Advertising Research (Vol. VII)
Publisher: Springer Fachmedien Wiesbaden
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Most ads use models, whether famous or unknown, who are an attractive feature playing the part of consumers or in some instances offering expert advice (Friedman and Friedman, 1979). While the message put across by an ad is important, features such as the physical characteristics of the models also have a non-negligible influence on the process of persuasion, and research in this area is expanding (Bisseil and Rask, 2010). Advertisers often choose young models, but there are examples to show that older models are preferable, even if the target audience is made up in part of young consumers.