In your case, maybe your viewers think the idea of photography itself is kind of "glamorous" and that being photographed is a special occasion, usually reserved for people who are important. The formal portrait session bestows a kind of "glamour" on the subject. Interestingly, this harks back to a much older sense of "glamour," suggesting "magic" or "witchcraft." The word "glamour" comes from "grammar," which originally referred to a kind of occult knowledge (and perhaps still does).
In the Hollywood sense, Hurrell said that under the decency code, the celebrity photo had to suggest sexuality without any nudity or anything explicit, so all was done with light, suggestive poses, light, immaculate retouching, light, and more light.
Gowland of 60's and 70's "glamour" fame is still alive and kicking. Check out his website at www.petergowland.com. I own two of his ultralight view cameras (4x5" and 8x10"), though his most famous innovation in the equipment arena is the Gowlandflex 4x5" TLR. He's a very approachable and congenial fellow and loves to talk about his cameras, perhaps even more than shooting centerfolds for _Playboy_, which he once said felt more like doing surgery than anything "glamorous."