We performed a cross-sectional study with three age groups (8, 14, and 17 years) to evaluate developmental differences in stereotyped beliefs about physical attractiveness and the value of this as perceived by the participants. Given the current importance of television in the development of social knowledge, television models were used. The children and adolescents were asked to evaluate, using bipolar open scales, the physical attractiveness, likeableness, generosity, intelligence, fun, and altruism of 12 television models of both sexes, previously selected by judges, as well as the desire to resemble or feel close to the models. Analysis showed developmental differences across age groups both in the concept of physical attractiveness and in stereotyped beliefs about this. As in other areas of social knowledge, the younger children's responses were bipolar, global, and much more stereotyped, while the adolescents introduced subtle distinctions and elaborated their responses. Nevertheless, physical attractiveness appeared a desirable characteristic for all age groups.
