• Archives of design research
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• v.14 no.3
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• pp.37-48
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• 2001

This paper is a study on how women consumers purchase are affected by models who appear in advertisements for cosmetics, focusing especially on studies concerning the impact that models have on advertisement strategies of the cosmetic industry in korea. In surveys conducted, consumers responded that cosmetic advertisement models should examplify a expertness and trustworthiness attitude more than just display their own physical attractiveness. The consumers who bought cosmetic products based on its endorsement from particular models responded that they had a positive reaction to the models physical attractiveness and likability while experiencing a negative reaction to the model's expertness and trustworthiness attitude. Women consumers are interested in cosmetic advertisement models, but do not necessarily trust them. Hence, the use of a Particular model does not directly affect the consumers Purchasing decision. Famous stars often appear in cosmetic advertisements in korea, and targeted consumers have a very positive response to their physical attractiveness, familiarity and perceived likability. However, the consumers have a completely negative response to the models in regards to their expertness, trustworthiness, and their sense of similarity with the model. The models, then, should be used in these advertisements to try and uphold the fellowing qualities. expertness in regards to having some knowledge of, experience with, and expertness in using the cosmetic produces, trustworthiness when expressing their own opinion of the product, matching image of products and targeted consumers.