Testimonial

Method | Example | Discussion | See also

Method

If your words might lack credibility in some way, borrow the credibility of others by getting the testimony of trusted others.

Use celebrities and public personalities who have well established and trusted public brands. Use experts, clerics, police, scientists and others whose title is respected, even if the people themselves are unknown.

Get them to stand up and support your case with vigor. Actors, perhaps unsurprisingly, often do this particularly well.

Example

In my last movie, I saved my family from terrorists and I'm supporting this party because they will save you from terrorists!

I am a doctor and I say this man would have died had he not got the right medicine in time. And I ask you, where did that medicine come from?

Discussion

Political parties know that a celebrity testimonial is worth many votes. They also make great use of testimonials from ordinary people to show that people like your and me. Advertisers, too, make great use of celebrities and credibly ordinary folks.

Celebrity testimonial works when people associate with the celebrity, connecting identities together.

With 'experts', listeners often do not know of their real credentials, yet still accept the expert's authority. They will seldom question this matter, particularly when the content distracts them from this questioning. Claims of expertise are thus often used to boost credibility of statements.