Attraction
Gender Differences in Physical Attraction
In the episode Love Among the Ruins (E), we see how attraction works in the advertising world. Ken, Harry, Sal, and Peggy watch the opening scene of Bye Bye Birdie to prepare to create an ad campaign for Pepsi's new diet soda, Patio. All of the men love the actress in the film, Ann-Margret, but Peggy does not. She says that she understands why they like the actress and opening of the film, but it would be marketed toward her, not them. Ken says that the actress is fun and sexy, while Peggy states that the actress is 25 and acts fourteen.
This encounter clearly shows the differences in male and female attraction. According to Guerrero (2011), "men are primarily attracted to looks whereas women are more often attracted by personality (10)." The men like the actress because she is young, has as pretty face, and a fit body. Peggy does not like the actress because she does not think other women will be able to relate to her as she is "desperate" and annoying. Peggy discusses this matter with Don, who says, "men want her, women want to be her." Peggy knows that the advertisement will really just be catering to what men want to see. (Photo: see Notes, h) |
The Halo Effect
According to Guerrero (2011), "the halo effect leads people to believe that physically attractive individuals are more likely to succeed, and are more sociable, popular, intelligent, and competent than their less attractive counterparts (11)." Don Draper is a good example of how the halo effect works. Don is classically good looking. He is tall, dark, and handsome with a strong jawline. Don is extremely self confident and appears very impressive to clients. Along with his cunning business sense, his looks help him to be successful.
These qualities helped him rise to his current position at Sterling Cooper and are the reason Lane Pryce chooses Don to represent the company in special meetings. In Love Among the Ruins (E), Pryce sends Don to a lunch with the vice president of the Madison Square Garden project to set him at ease after Pete and Paul fail to impress at the initial meeting. Don is able to win over the client with a strong argument and self confidence that stems, in part, from his looks. (Photo: see Notes, i) For more information on references; see Notes. |