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product endorsement - Coggle Diagram
product endorsement
In 1990, 22% of magazine ads used celebrity endorsements, along with 20% of television commercials
Celebrities have an existence beyond that of the commercial itself, or the financial lure of the manufacturer, and so per- form the function of rubber-stamping the advertisers' claims.
seen as a reliable source of information, so we use the trust built up through our existing parasocial relationship with that person to evaluate the product
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a viewer described how she had bought baby food on the advice of Joan Lunden, a former host of Good Morning America
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Although appeals to the authority of science can persuade a reader that à particular cold remedy or even a brand of toothpaste is worth buying, many products require a little extra recommendation
buy a product on the recommendation of a friend, and advertisers promote their goods based on ready-made friendships
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presence of a familiar face may overwhelm the message itself; when American footballer Joe Montana appeared in a commercial during television coverage of the Super Bowl, 70% of a viewer sample cor- rectly recognised the star but only 18% recalled that he was promoting Diet Pepsi
star-product connection may need to be throughout the campaign to sustain advertising campaigns, such as the Walker's crisps commercials on U.K. television starring former England Soccer star Gary Lineker.
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