Thursday, June 22, 2006

Kate Moss and Nikon

Kate Moss has recovered nicely from her cocaine incident to become Nikon's current model. Much like the house model she was for Calvin Klein in the 1990s, for $1 million Moss agreed to appear in fashionesque ads for Nikon's latest campaign.

Apparently nude and with a suggestive expression, Moss is lending a sophisticatedly erotic feel to Nikon's image. Work by Smith and Engel in 1968 suggests that scintillating models can actually influence people's perceptions of the product. In their study, a hot model in a Buick ad resulted in viewers rating the car as faster, more powerful, better designed, and less safe than the ad sans the model.

It's likely that Moss has a similar effect for Nikon cameras. Which camera is cooler, sleeker, and faster? One advertised with middle-aged tourists or Kate Moss?

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