Have you ever wondered why the choices we make are so profoundly affected by the testimonies of certain individuals? Why the appearance of a celebrity’s face on a commercial will seize our attention and influence our purchasing habits? We have all seen Jennifer Hudson’s ‘proven’ results after using Weight Watchers, Hayden Panettiere’s clear face after a Proactiv trial, or David Beckham tied shoelaces after donning his Adidas cleats. Why do these people sway our decisions to buy?
The omnipresence of celebrities in everyday ads has become a widely accepted trend. Companies lacking credibility in some way will look to utilize the credibility of others (i.e. scientists, experts, celebrities, etc.) to strengthen their product/service’s image. Businesses are aware that attributes which their product/service may lack can be provided by the attributes that a celebrity may carry. The value of a company’s brand image and brand awareness is often bolstered by celebrity endorsement.
We, as customers, seek credibility. We want to be able to relate to someone – someone, especially recognizable, who has used the product/service and can affirm that the quality/results that will follow are legitimately positive. Our appeal to authority is what company’s often take advantage of within their marketing strategies.
Word Count: 201
References:
http://www.chillibreeze.com/articles/Celebrity-endorsement.asp
http://www.buzzle.com/articles/propaganda-techniques.html Image:
