Beauty advertisements containing ethnic models with dark complexions

Abstract

It was argued that exposure to certain beauty standards may sway preferences for skin color in relation to ethnic women. To test the generalized mere exposure effect this thesis examined the influence of familiarity to women with dark or light skin, on the perceptions of target female attractiveness in media images. The current study tested the hypotheses that exposure to Dark ethnic-female models in advertisements would increase attractiveness and favorability ratings of subsequent Dark models (Dark/Dark), but decrease ratings for Light models (Dark/Light). Conversely, exposure to Light ethnic-female models in advertisements would increase attractiveness and favorability ratings of subsequent Light models (Light/Light), but decrease ratings for Dark models (Light/Dark). The results of the study were consistent with one of the hypotheses. The Dark models received significantly higher scores for attractiveness than the Light models, when initially exposed to Dark ethnic-female models.