Abstract:

The paper describes a comprehensive analysis into images of female attractiveness that have been used in women's magazines. The research reveals that there are six different attractiveness types and each type is Perceived to have substantially different personality traits. The findings have enabled the formulation of a complete brand positioning template based on images of female attractiveness types. This template can be applied to both the editorial and advertising content of a magazine. For advertisers, this can ensure that the images chosen for a client's brand are harmony with the brand's personality and with the magazine's editorial style.