The goal of this article is to explore the perceptions of consumers regarding to models in\nadvertising. To fulfill this object, we have used the KERNEL�s method which is based on the\ndominance analysis tool developed by Ned Herrmann (Ned Herrmann & Louis Timbal-\nDuclaux, 1989). In this paper, we discuss particularly the question of correspondence\nbetween the \"ordinary\" woman and the various types of products. The analysis of the\nresults conducted with 30 individuals show that the physical characteristics of the model\nand values are very important to advertise products. The level of importance varies from\none product to another which has led to propose different archetypes of women.
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