在過去實務上，許多廣告利用代言人本身的優點直接轉化到產品上，去刺激消費者對產品的喜愛。然而只有少部分的廣告商利用相似或非相似標語去直接影響消費者對廣告的態度。在過去，學者們強調當代言人與產品間有相當的一致性時，代言人才能為產品帶來較高的效應。因此，我們將檢測消費者對於標語(相似/非相似)、代言人(高度外表吸引力/一般外表吸引力)間的態度，去發現消費者在不同的廣告類型中，態度與購買意願的變化。
我們將利用兩個實驗去探討標語與代言人間的影響。研究一發現，外表吸引力高的模特兒加上相似性標語的廣告和外表吸引力低的模特兒加上非相似標語皆可產生正面的影響，並且讓消費者有較好的廣告態度。研究二發現，對於外表吸引力高的模特兒加上相似性標語的廣告，promotion-focused的消費者會比prevention-focused的消費者擁有較高的廣告信任感與廣告態度，相反的，對於外表吸引力低的模特兒加上非相似性標語的廣告，prevention-focused的消費者會比promotion-focused的消費者擁有較高的廣告信任感與廣告態度。

In practice, many advertisements adopt implicit tactics to stimulate the consumers’ favorability toward the product. However, there are few advertisements using similar or dissimilar headlines to stimulate consumers’ attitudes directly. In the past, researches emphasized the goodness of fit between the spokespersons and the products to bring out the advertising benefit. Therefore, we examine consumers’ attitudes between the headlines (similar/dissimilar) and models (attractive /unattractive) to discover how consumers change their attitudes toward the advertised products and purchase intentions.
Two studies were designed to probe into influence of the headlines and models. In study 1, the result shows that either an attractive model with similar headlines or an unattractive model with dissimilar headlines will yield positive effect, and have greater ad attitude. In study 2, the result suggests that promotion-focused people have more ad credibility and love the attractive model with similar headlines’ advertisement than prevention-focused people. Conversely, prevention-focused people have more ad credibility and love the unattractive models with dissimilar headlines’ advertisement than promotion-focused people.

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