The Impact of Physical Attractiveness and Expertise of Models and Message Sidedness on Advertisement Effectiveness: Evidence on the English Language School

In this study, the impact of the physical attractiveness and expertise of models and message sidedness on advertisement effectiveness for the English language school was investigated. The study indicates that physical attractiveness didn't significantly influence advertisement effectiveness. Expertise of models has a significant effect on advertisement effectiveness, and the high expertise models result in better attitude toward brand and purchase intention than the low one. Message sidedness influenced significantly on advertisement effectiveness, and one-sided messages produce better attitudes towards ad than two-sided ones. Besides, there is a significant interaction among physical attractiveness, expertise of models, and message sidedness on advertisement effectiveness.