This dissertation attempts to investigate how the physical appearance of an advertising model may influence advertising effectiveness. The author developed four versions of video-based electric toothbrush advertisements, and showed them to 178 respondents in China, who were divided into four groups with each group watching only one version. Respondents filled out a questionnaire after watching the advertisement, and their responses were statistically analyzed.

Overall, this study revealed a significant influence of source attractiveness on product attitudes, ad attitudes and purchase intentions of participants who watched advertisements emphasizing the image building (tooth whitening) function of the toothbrush, but insignificant influence on participants who watched advertisements stressing the utilitarian (tooth cleaning) function of the product. Respondents in the younger generation showed stronger interest in the advertised product and higher price tolerance than those in older generations when the advertisement showed an attractive model emphasizing the image building function of the product.

The findings seem to confirm the cross-culture transferability of the elaboration likelihood model (ELM) and indicate the importance of cultural analysis in advertising research. In addition, this study expands the ELM theory by adding new variables into it and provides advertisers with some practical advice on developing the Chinese market.