The findings seem to contradict the sensual images that saturate the ads in female magazines. Jon Morris, one of the co-authors says that the results illuminate a gap between the male executives who are marketing the magazines and the consumers. 　　In an initial survey, participants were asked to rate photos of models according to six beauty categories, including sex kitten and classic feminine. These beauty types were determined by fashion editors at magazines. But rather than distinguishing between six beauty types, the participants only saw two types. After analyzing the data, the researchers found that female consumers only saw two types of beauty: wholesome and sexy. For instance, Katie Holmes is an example of wholesome while Victoria's Secret models are sexy-sensual.