One cannot speak of this as a new concept, as there are historically plenty of examples where physical appearance has been deemed an important aspect of communication. Probably one of the oldest examples of appearance and behaviour determining the social group one belonged to was the Jesuit Order in the 16th century. In order to belong to the order, candidates had to speak in a pleasant way and have a good appearance (Nickson et al., 2003). It was clear, even then, that physical appearance on the part of the communicators was important for successful communication. It is no wonder that this knowledge stemmed from the bosom of the Catholic Church, which for centuries consciously developed the communication skills of its clergy.