Attractiveness Model Of Advertising

Introduction
The use of advertising went through a major phase of change over the past 150 years, from classical to modern view (kumar, 2010). In the modern days, marketers are developing strategies using various appeals including sexual, emotional, humour etc. (Belch, 2001). The motive behind formulating such strategies is to gain high brand exposure, attention, interest, desire and action (Belch, 2001). As (McCraken, 1989) stated that celebrities tend to create greater effect on the consumers‘buying behaviour. (McCraken, 1989) further states that celebrity endorsement advertising is a ubiquitous feature of modern marketing.

According to (Silvera & Austad, 2004) Celebrities are people who enjoy public recognition among a large group of people

It includes the knowledge, experience and skills developed by the endorser while working in the same field (Kumar, 2010). Expert celebrities are found to be more persuasive (Aaker & Myers, 1987) and may influence the consumer buying decision (Ohanian, 1991).

Source attractiveness model
As (Patzer, 1985) stated that "physical attractiveness is an informational cue involves effects that are subtle, pervasive, and inescapable. (Patzer, 1985) He advocated the use of attractive endorsers than average looking endorsers. According to (Patzer, 1985) people try to increase their attractiveness and react positively to the endorsers who look like them (Erdogan, 1999) .

Source Attractiveness Model is considered to be a component of the ―source valance‖ model (McGuire, 1985) and based on the research in social psychology (McCracken, 1989). The source attractiveness model basically concentrates on four key areas; namely ―familiarity‖ (knowledge of source), ―likeability‖ (affection for source based on his/her physical appearance or behaviour), ―similarity‖ (resemblance between the source and the respondent), and ―attractiveness‖ (McCracken, 1989, p.

The match-up hypothesis suggests that the effectiveness of an advertisement depends on the existence of a perceived 'fit' between the endorsing celebrity and the brand endorsed by him (Till & Busler, 1998). The Product Match-up model suggests that the ―Celebrity‖ and ―Product‖ features should complement each other for effective advertising (Kamins, 1989). The match between the product and celebrity depends on the common attributes between product features and celebrity image (Misra & Beatty, 1990).
The product match-up model suggests that attractive celebrities especially attractive female celebrities are more effective at endorsing beauty products, the products used to enhance ones attractiveness (Kamins, 1990). (Callcoat & Phillips, 1996) opposed the argument by saying that consumers are generally influenced by celebrities if products are inexpensive and low involving.
Meaning transfer model
(McCracken, 1989) explains that the celebrity would be effective only if clarity is achieved by the meanings consumers associated with endorser which are eventually transferred to the