Message Appeals and Endorsers in Advertising

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Message Appeals and Endorsers in Advertising

• 11

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Celebrity Endorsers

• Advertisers are willing to pay huge salaries to
  celebrities who are liked and respected by target
  audiences and who will favorably influence
  consumers attitudes and behavior toward the
  endorsed products

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Celebrity Endorsers

• What are some downsides to using celebrities?

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Celebrity Endorsement

• Use a dead
• celebrity

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What Makes an Endorser Effective?
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The Importance of Matchup

• Effective Endorser?
• Meaningful relationship, or matchup,
• between the celebrity, the audience,
• and the product

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Celebrity Match-Ups
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Celebrity Match-ups

• Is this a good celebrity match-up? Why?

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How Celebrities Are Selected

• Credibility
• Celebrity/audience match-up
• Celebrity/product match-up
• Attractiveness
• Miscellaneous considerations (prima donna?)

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When Will Celebrities be Effective?

• Low involvement (ELM)
• Celebs as peripheral cues (p. 335)
• What about Socially Symbolic products/situations?

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Celebrities as Role Models
Gatorade
Bayer Bess Vanderwarker
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When Will Celebrities be Effective?

• Celebrity may be just a specific case of
  attractive endorsers in general (p. 342)
• May serve as central information when product or
  situation has high symbolic significance
  (matchup)
• Even under high involvement (ELM)

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When Will Endorser Attractiveness Matter?

• When situation has high symbolic significance
• Attractive endorsers lead to more positive brand
  attitudes even under high involvement
• Accompanied by elaborated thinking about
  endorsers
• (Shavitt, Swan, Lowrey Wänke, 1994)

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Which Endorser Qualities are Best?

• Is it a matter of taste? (Similar endorsers may
  be best)
• Is it a factual matter, not taste? (Expert
  endorsers may be best)
• Is it symbolic or related to attractiveness?
  (Attractive endorsers may be best)

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Which Endorser Qualities are Best?

• Remember this one?
• Im not a doctor, but I play one on TV

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The Use of Sex Appeals in Advertising

• Initial attentional lure (stopping power of sex
  appeals)

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The Use of Sex Appeals in Advertising

• Illustration of the
• stopping-power
• role of sex

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Sex Appeals

• Attention lure

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The Use of Sex Appeals in Advertising

• Initial attentional lure
• Can enhance recall of message points
• Can evoke emotional responses

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Sex Appeals

• Inappropriate use of
• sex appeals

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A Downside of Sex Appeals

• Interference with processing of message arguments
  and reduction in message comprehension

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The 8 Stages of Consumer Information Processing
CPM
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Subliminal Messages and Symbolic Embeds

• Subliminal
• Refers to the presentation of stimuli
• at a rate or level that is below the
• conscious threshold of awareness

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Subliminal Messages and Symbolic Embeds

• Subliminal Advertising
• How did our belief in subliminal advertising get
  started?

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Subliminal Messages and Symbolic Embeds

• Subliminal Advertising
• 75 of Americans are aware of this concept,
  believe its use is common, and believe it is
  highly effective.

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Subliminal Messages and Symbolic Embeds

• Three types of Subliminal Advertising
• Visual stimuli (rapidly presented)
• Accelerated speech (auditory message)
• Embedding of hidden symbols

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Subliminal Messages and symbolic Embeds

• Example of using
• embedding in
• advertising

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Auditory Subliminal Messages
Toyota
Saatchi Saatchi Advertising
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Subliminal Messages

• Three types of Subliminal Advertising
• Visual stimuli (rapidly presented)
• Accelerated speech (auditory message)
• Embedding of hidden symbols

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Subliminal Messages

• Visual stimuli, very rapidly presented (e.g.,
  4-20 ms.) can change the way we interpret
  subsequent info and even change our emotional
  responses to it

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Subliminal Messages

• Mere exposure
• Subliminal, repeated presentation of unfamiliar
  stimuli (1-4 ms!) lead to greater liking, feeling
  of familiarity
• (Kunst-Wilson Zajonc, 1980 Bornstein et al.,
  1987)

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Subliminal Messages

• Positive-affect arousing photos led to more
  positive impressions of a subsequent picture of a
  woman than did negative-affect arousing photos.
• Neg/Pos photos (9-13 ms.)
• (Krosnick, et al., 1992)

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Your Job

• Client USPS or Rogaine
• Pick an endorser (justify)
• Decide on use of sex appeals
• Decide on whether/how to use subliminal messaging