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Fashion industry in Indonesia tend to utilize models with certain body size and race characteristics. Many conducted research on negative effects obtained through media exposure of model body size on body image, however, overlooked the importance of model race that turned out to have an influence on customers which when these factors were combined it would form model appearance that could have negative impacts including body dissatisfaction, attitudes toward the ads and purchase intention. Thisdoi:10.34218/ijm.11.12.2020.124 fatcat:xvlufxfglff4pdv45fwmeltqbe