When television first started gaining popularity, shows had one sponsor. Sylvester L. "Pat" Weaver, an executive with NBC, came up with the magazine concept. Instead of one sponsor per show, the network would sell short time slots to companies for advertising. The television audience began seeing more advertising, increasing competition among advertisers. Advertisers focused on aesthetics to target and appeal to their audience.
Numerous television shows feature attractive people. However, the Social Issues Research Centre (SIRC) states "ads tend to use the most idealized images." The theory is the more attractive the person in the ad is, the more likely the viewer is to want to be like them. In order to do so, the viewer will purchase what the actors are portraying in the ad.
On the other hand, depending upon the product, televisions ads may go for a different look. It depends upon who the advertisers are trying to target. For example, if an ad is selling something to help with depression, it may feature a more average-looking person to whom the viewer can relate. For marketing a product for children, an ad may have a parent figure.
Aesthetics in ads can have an impact on a person's body image. SIRC found viewers can be "significantly more dissatisfied" with the way they look after seeing ads with extremely attractive individuals. Ads have the potential to make people become afraid of aging and may contribute to unrealistic body images.
Studies have also shown the more attractive a person in an ad is, the more effective the ad is. Viewers, even children, are affected by the level of attractiveness. The more visually appealing the ad is, children not only wish to have what is being sold, they also trust the ad more.