Existing research shows that the attractiveness of advertising models enhances the effectiveness of firms’ commercial … surgery. We report on three empirical studies and show that when female or male advertising models have undergone cosmetic … affects other advertising outcomes. However, cosmetic surgery does not reduce consumers’ perceptions of models’ pride in their …

marketers, especially those in women's fashion industry in Malaysia, in creating eff ective advertising campaign to promote …This paper is mainly focused on analyzing the impact of four advertising appeals, namely love appeal, humor appeal …, happiness appeal and excitement appeal on purchase intention for women fashion products in Malaysia. Primary data were collected …