Is Kate Moss Worth It £33,000 a Day ?

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Kate Moss reportedly makes £33,000 per day we wanted to research what additional attention she brings to an advert; we eye tracked several luxury perfume magazine advertisements and were surprised by the result: Supermodel Kate Moss did not attract any more attention than an ‘unknown’ model.

Coco Chanel

93% of readers viewed both the Chanel and the Armani Code advertisements.

Armani Code

This interested me and I did some research into what may be happening here and I found inspiration from beyond the grave. No I’ve not developed psychic powers, I read Scientific Advertising published in 1923 by Claude Hopkins, he wrote:

“So with beauty articles. Picturing beautiful women, admired and attractive, is a supreme inducement. But there is a great advantage in including a fascinated man.”

I’m interested in doing more research on this idea to see if it is still true despite the significant changes towards equality since 1923. If you have examples of advertisements using this technique please forward them to rob at thinkeyetracking.com.

D&G

The best performing advert was from D&G with 96% of readers engaged with the advert. This is hardly surprising given that it’s a veritable role call of super models including Naomi Campbell, Claudia Schiffer and Eva Herzigova!

Marc Jacobs Daisy

The worst performing advertisement was for Daisy by Marc Jacobs with just 73% of readers engaging with the advertisement. As W.C. Fields once said, “Never work with children or animals.” Did you notice the kitten?

At Think Eyetracking we have a very easy to understand model of what makes a successful creative, an advert must do three things:

1) Get the viewers attention

2) Deliver the viewers attention to a key message

3) Make a difference!

I’m not suggesting that the value of using Kate Moss or any super model in an advertisement is limited to their ability to attract attention. What I am stating is that with good art direction it is possible to achieve great stand out and you don’t need to pay super model fees to get super model results!

The study carried out by eye tracking 30 women who read through a copy of Marie Clare.

Marie Clare Cover

Follow me @modestrobert.

  • Andrzew

    “So with beauty articles. Picturing beautiful women, admired and attractive, is a supreme inducement. But there is a great advantage in including a fascinated man.”

    There was a Wonderbra campaign done that way.

  • http://www.videoconverterformac.us/ Maida Pelle

    16. Its like you read my mind! You seem to know so much about this, like you wrote the book in it or something. I think that you could do with a few pics to drive the message home a bit, but other than that, this is wonderful blog. A great read. I will certainly be back.

  • Yvonne

    “The study carried out by eye tracking 30 women who read through a copy of Marie Clare.”
    OK .. so run the study again using male readers .. !!

    Its all about sex .. and if people think it will help them get it (or even the hope) they will follow the ad to the shops (and beyond).

    The “super models” are a great pull for men .. but most women will be looking for the flaws in the shot ! “Oh her skin is awful” … men will not normally notice blemishes (and air brushing is SO forgiving!) But women will look for the imperfections to justify themselves that THEY are OK too ! .. hence the short glance at the super models because they know them .. and know they have been “fixed” in the darkroom/ computer .. they know these models are not real .. but men fall for it every time !!