navi

“Overwhelmingly, models ­advertising pricier brands were judged to look glummer. This is probably down to signalling, noted ­researcher ­Timothy Ketelaar: smiling indicates eagerness to please, ­suggesting low status. If a Prada model isn’t smiling, she clearly doesn’t need to, implying high status. Brands that target less wealthy ­customers use smiling ­models, suggesting lower status, and thus affordability.”