Endorsement Claim

Description

Use somebody that the consumer will trust to endorse the product.

There are two ends of the spectrum that are used for this: celebrities and 'normal people'.

With normal people, show them talking in 'everyday settings' about how wonderful the product is.

When celebrities might be distrusted if they verbally endorsed the product, just show them using it, or even wearing clothing that endorses it.

Reinforce the thing for which the celebrity is known. If they are a singer, get them to sing about the product (perhaps indirectly). If they are actors, show them on the movie set. If they are sports people, show them just coming off the sports field.

Example

A football player known for their 'clean living' is show using Dazzle washing powder.

Teenagers are shown trailing in dirty clothes, but their mothers are not worried as they tell them of Dazzle's amazing powers.

A music rapper known for his aggressive attitude is shown wearing Kitey trainers that are targeted at a teenage marker.

Discussion

Where we will not easily associate with advertises, we find it easy to connect with people we admire or who we feel are 'just like us' in some way.

It is known that people are more likely to buy something if it is recommended by a friend than if they are told to buy it by an advertiser. Advertisers thus user people with whom you would like to be friends to recommend the product to you.

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Endorsement Claim

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Quick links

Disciplines

Techniques

Principles

Explanations

Theories

And