In today’s world, we are constantly faced with persuasion. One of the main persuasion strategies we are exposed to on a daily basis is the use of celebrities in advertising. Celebrities are seen as people that exert significant influence on the public, and much research has supported the view that ‘celebrities’ are more persuasive communicators than ‘non-celebrities’. This essay will explore how celebrities are more persuasive communicators to their audience in terms of advertising. Many researchers have proposed models to explain how celebrities are persuasive communicators. Celebrities are seen to be more persuasive communicators because of their associated qualities such as likeability, reputation and believability, thus increasing …show more content…
Pornpitakpan (2004) found source credibility to be associated with the celebrity, this increases communication persuasiveness. Celebrities communicate these qualities by transferring them onto the audience without the audience realising, due to the familiarity they have with the celebrity. Thus, it has been proven to be persuasive if credibility conditions are satisfied. However, studies have been questionable as they are unable to explain any other factor apart from credibility. (Erdogan, 1999). In contrast, Source Attractiveness Model suggests the celebrity communicates the message persuasively because of the source of familiarity and attractiveness to the audience. (McGuire, 1985). This is because the audience feel they know the celebrity therefore, increasing its persuasiveness as an effective communicator compared to non-celebrities. This model has contributed a lot of understanding and used by other researchers, such as Patzer (1985) suggested physical attractiveness acts as an informational cue involving effects that are persuasive because people will increase their own attractiveness if an attractive celebrity is …show more content…
As Source Credibility and Attractiveness Model have been criticised by McCracken (1989), as they do not explain in detail how celebrities and specific product ‘match-up. Therefore, McCracken (1989) proposed the Meaning Transfer Model. The model stated celebrities transfer the message in a more meaningful way than non-celebrities by combining their own individual cultural meaning to the advertisement. This is shown to be more persuasive than non-celebrities as they simply transfer the message without meaning. Nevertheless, all models conclude that celebrities are seen as persuasive communicators, despite some
Often Advertising uses persuasion to inform the audience; in fact it is the most import aspect to advertising. Advertising would simply be a conversation between the communicator and their recipients if persuasion weren’t present. Although the basic purposes are to inform and persuade, it is left to the audience when it comes to differentiating between factual information and unethical persuasive tactics. The persuader, wishes for the consumer to act or believe in a certain way. Whether sought after actions are positive or negative, ends up being the question. In the modern world it has become more difficult to differentiate between truths and untruths; mainly due to the technological advances in advertising medium. Differentiating between facts and propaganda becomes increasingly more challenging when it comes to politics. Whether it is an election for student senate or the United States general election for Presidency; there are a lot of factors weighing in on the decision process. During an election year, persuasive tactics become essential in the success of a campaign. Although many voters have made up their minds when they are first bombarded by the political campaigning, these pre-developed opinions are not viewed as an impenetrable force by the campaigner. The campaigner typically recognizes these patterns in opinion and instead aims to persuade them from a different angle, most commonly the emotions surrounding the issues rather than the issues themselves. This paradigm changed in political persuasion was first seen September 7, 1964 when a rattling ad for Lynden Johnson played over NBC. The ad now known as “Daisy Girl” forever changed political persuasion in advertising. With this change came the issue of ethi...
Advertisements often employ many different methods of persuading a potential consumer. The vast majority of persuasive methods can be classified into three modes. These modes are ethos, pathos, and logos. Ethos makes an appeal of character or personality. Pathos makes an appeal to the emotions. And logos appeals to reason or logic. This fascinating system of classification, first invented by Aristotle, remains valid even today. Let's explore how this system can be applied to a modern magazine advertisement.
In order to attract a specific demographic, advertisement companies employ diverse methods of persuasion. Companies, such as Wendy’s, hire advertisement companies to entice target audiences to their products. Wendy’s ad campaign for ‘Where’s the Beef?’ integrates a few different methods of persuasion; credibility, similarity with the target, and likeability. By utilizing younger actors that used smartphones, making fun of older people that were handling retro dial phones, and targeting Americans by speaking about how their beef was made in America Wendy’s is going after the 14-40 aged demographics of Americans. Incorporating these methods of persuasion, in combination of targeting a demographic of Americans aged 14-40, Wendy’s is anticipating to attract new customers from this demographic to increase profitability.
As celebrities stand distinctively among the masses and cast out their halos of personality charm and strong suits of skilled abilities, the controversies about them are unavoidable shadows created from their fame. With the popularization of celebrity culture, information synchronization, and communication technology, their lives are publicly exposed and various forms of media (depending on eras) record their flaws. Tough information transmitted to audiences are frequently biased, evidences of objective reality remains, even in the remote past.
The elaboration likelihood model (ELM) of persuasion is a theory of persuasion that focuses on how the audience interprets logic, evidence, reasoning, and other factors of the speaker or speech. Direct and indirect routes are both methods that contribute to the ELM approach. Direct persuasion route requires giving the audience arguments and evidence to make them think about how a product is a necessity to them, such as gas that can make a car go faster, food that can make a person meet his or her weight loss goals, or insurance that can give practical help to someone who needs it. Indirect persuasion is the usage of other tactics that appeal to the audience without them necessarily realizing it. The audience can use their intuition to be drawn in by a speaker’s charm, a catchy jingle, or a picture of a celebrity using the
Advertising executive’s main job function is to strategically design products marketing strategies to entice and make products and services as desirable as possible to customers. To do this, many implement rhetorical strategies while constructing the ad campaigns to ensure people will be persuaded to buy in. Employing rhetoric as a marketing technique has proven to be beneficial. An example of the value of these methods is represented by the success of Adidas popular campaign featuring Nicki Minaj and mult...
A celebrity status is a brand which is built on values, behavior, attitudes, hobbies and charity activities. Maintaining a reputable brand is critical for social media celebrities; a brand that people can trust, relate with and one which will remain relevant in years to come (Evans 2010, p 249-250). Social media is essential for growing a celebrity’s fan base as well as creating a platform where such a person can market a brand and connect with fans in a more personal way. In this way, fans will easily relate with the activities a celebrity does and will be ready to give support (Hallam, 2013).It is important for celebrities to communicate their values to their fans. Their fans should know them for what they do. People will be interested in a Face book brand page or follow somebody on Twitter because they are inspired by their messages and can relate to personalities that attract them. Oprah Winfrey was the director and host of the highly rated Oprah Winfrey show. She also is the founder of the Oprah Winfrey network. Oprah has inspired millions with her values of transparency and philanthropy because she has successfully been able to communicate her “Oprah” brand on Facebook and twitter. Even though Oprah is a very popular and influential person, she is considered a friendly person who can be approached by people of low social status. A
Celebrities are often used to endorse products for businesses to increase profits. Sue Jozui in her passage, explains that she believes using celebrities in advertisements is insulting to the buyer, and this action should be boycotted. The author supports her argument by first defining what using celebrities does to the consumer and how it portrays the consumer to be. She continues by stating that legislative rules should be enforced. The authors purpose is to convince the government and businesses to stop this action so that people aren't being persuaded to buy products just because a celebrity is advertising it. The author establishes a serious tone for all consumers that also support her claim. Jozui’s allegations of celebrities endorsing
Societal influence can make or break a career. Credibility unifies a society, but it requires trust, reliability, and integrity. Credibility influences society to believe in the artifice spewing from the mouths of leaders and authors and celebrities expressed in a way that connects with the society. Social media- the likes, the followers, the endorsements- persuades people to buy things not needed, to look like someone other than themselves, to aspire to be something that they are not. Artifice persuades people with the corporations, the pictures, the celebrities, and the medium used to obtain them. Artifice can be negative. It can be a red herring, generate malinformed people, and ruin credibility, but it does make people appear more persuasive and sugarcoat statements considered more positive. For these reasons, artifice is the most essential skill, explored in Empire of Illusion by Chris Hedges.
Celebrities can have significant influence on consumer choices because they’re admired by many and consumers trust their judgement. For example, Taylor Swift advertised iTunes music. This celebrity is famous for her amazing vocals and hit songs. In this advertisement, Taylor is jogging on a treadmill while listening and singing along to iTunes music. The iTunes music is so intriguing, she falls off the treadmill while singing along. Consumers might be encouraged to purchase iTunes music from this advertisement due to people thinking that if Taylor Swift enjoys this product enough to fall off the treadmill, it’s probably amazing. Taylor Swift is a celebrity after all, so maybe this product is special. Therefore, consumers are influenced by this
Cialdini Robert Cialdini, Regents’ Professor of Psychology and Marketing, Arizona State University, has spent 30 years studying the ways people are influenced and persuaded. He has composed his findings down to six key principles, found in the fifth edition of ‘Influence: Science and Practice’. In fact, Cialdini's theory of influence is based on six key principles: reciprocity, consistency, social proof, authority, liking, and scarcity because no leader can achieve successful results without mastering the art of persuasion. But there is hard science in that skill, too, and a large body of psychological research prompts that there are six basic laws of winning friends and influencing people (Cialdini R. B., 2001, p. 72).
The celebrity only looks as good as the picture on the screen because about 80.8 percent of media news come from the radio and approximately 56.7 percent comes from television (Philippine Statistics Authority, 2001). Viewers and fans are listening to other people and agreeing with the judgements, whereas readers get the full story and make his or her own
Over the last few decades celebrity and fame has changed dramatically, from Alexander the Great to Kim Kardashian. Talent and achievements no longer play a huge role when it comes to our celebrities. “Much modern celebrity seems the result of careful promotion or great good looks or something besides talent and achievement” (Epstein2) with that being said celebrity-creation has blossomed into an industry of its own. Keeping up with all the gossips from breaking up to hooking up, law suits and drama many might come to an agreement that celebrity culture is starting to be the great new art form in our new generation and that it ...
Have you ever think about the influences of celebrities that affect in people life. Celebrity is a kind of pop-culture that combines between interpersonal communication and media, and it creates desires from the people assumption or expectation. Celebrities are the important tools to attract audiences. The media scholars produce the celebrity content from what people expect from life. Celebrities may drive the directions of living such as habits, tastes, attention and ambition among people (Turnere). Nowadays, celebrities are all around us. They are one of the important people who can influence the media such as movies, drama, music magazines, news or even represent the nation. According to the William’s note celebrities are one part which
celebrities to seem closer to a “real” person. This personality trait of celebrities has the potential