Effective Strategies to Utilize Cross-Sexual Advertising Models: Focus on the Types of Advertising Appeal and Characteristics of Models

Abstract The present study attempts to propose effective strategies in producing advertisements using cross advertising models. To that purpose, we first identified effective appeal strategies for the gender-specific products and also the characteristics of cross models that influence the effect of advertisements. First, it was found that the advertising attitude was foundhigher in the ads of men’s shaving razors when the models were men than women. A similar result was found in theadvertisements of lipsticks: the ad attitude was higher with female models than male ones. Second, it was found that emotional messages were more effective than rational ones in the promotion of gender-specific goods. Third, in the ads using cross-gender models, rational message appeal was more effective than emotional message appeal. Lastly, modelcharacteristics of attractiveness, credibility and familiarity were found exerting a positive effect on the advertising attitude. *Author for correspondenc