In advertising, it seems the prettier the face or better looking the celebrity, the more they can help your product sell.
But in the minds of female consumers, new research suggests, where exactly that awesome face appears could do harm to your new-and-improved widget.
A study at the U.K.'s University of Warwick has found a subtle system in using beautiful people in advertisements.
And in-your-face just doesn't work, they point out, after testing consumer reactions to models in ads.
The researchers found close-up shots of pretty bodies turn off female consumers, while their subtle use -- while still provoking negative thoughts from buyers -- can turn the right wheels and lead to a sale.
"We find that if the idealized image is used subtly, viewers self-perceptions are negative but they respond more positively to the females featured in the ads and to the brand," Dr. Tamara Ansons, a researcher at the business school, told QMI Agency.
But when an image is front and centre, female consumers -- men were not studied -- thought more of themselves by finding faults with the model or belittling the celebrity.
"We argue that when the attractive image is blatant, viewers experience a threat, which they combat by denigrating the model, and this spills over to the brand as well," said Ansons, who believes men would likely react the same when seeing a buff male model.
"Based on our findings, I'd recommend that companies use attractive models cautiously in ads."