Endorsers and Message Appeals in Advertising

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

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©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Endorsers and Message Appeals

in Advertising

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Chapter Objectives

After reading this chapter you should be able to:1. Describe the role of endorsers in advertising.2. Explain the requirements for an effective endorser.3. Appreciate the factors that enter into the endorser-

selection decision.4. Discuss the role of Q-Scores in selecting celebrity

endorsers.5. Describe the role of humor in advertising.6. Explain the logic underlying the use of appeals to fear

in advertising.2


Chapter Objectives (cont’d)

7. Understand the nature of appeals to guilt in advertising.

8. Discuss the role of sex appeals, including the downside of such usage.

9. Explain the meaning of subliminal messages and symbolic embeds.

10. Appreciate the role of music in advertising.11. Understand the function of comparative advertising

and the considerations that influence the use of this form of advertising.

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The Use of Humor and Comparisons in Advertising: PC Guy versus Mac

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The Role of Endorsers in Advertising: Despite Troubles, Tiger Continues to be Near the Top of Endorser Income

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Celebrity Endorsers

Examples of top celebrity endorsers today?

Advertisers are willing to pay large salaries to celebrities who are liked and respected by target

audiences and who will favorably influence consumers’ attitudes and behavior toward the endorsed

products

Any problems with the use of celebrity endorsers?

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Top Endorsement Incomes of American Athletes

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The Role of Q-Rating (Q-Scores)

Q = (popularity/familiarity) x 100

number of people who describe the source Q = as “one of their favorites”

x 100 number of people who know of the source

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Typical-Person Endorsements

•Show regular people using or endorsing products

•Avoid the backlash from using “beautiful people” who may be resented

•Real personal experience of the benefits of the particular brand grants a degree of credibility

•It is more effective to use multiple people rather than a single individual

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Practical Considerations in the Selection of Endorsers 1. Celebrity and Audience Match-up2. Celebrity and Brand Match-up3. Celebrity Credibility4. Celebrity Attractiveness 5. Cost Considerations6. Working Ease and Difficulty Factor7. Saturation Factor8. Trouble Factor

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“Success Factors for Athlete Endorsers”

•Attention getters•Basketball, tennis, golf athletes are easier•Large market exposure needed•Good rapport with media•Charisma, honesty•Someone who is known by everyone –

not just in sports

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Kelman’s Source Attributes and Receiver Processing Modes

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Figure 11.1: The Use of Humor in Advertising --E*Trade Baby

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The Role of Humor in Advertising: Positive Effects

•Attracts attention•Enhances liking of ad and brand•Does not hurt comprehension (?)•Does not harm persuasion (?)•Does not harm source credibility (?)•Nature of product affects the appropriateness of using

humor (e.g., feeling-oriented; under low involvement)

(“?” below = debate on effects)

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The Role of Humor in Advertising:Negative Effects•Effective only when consumers’ evaluations

of the advertised brand are already positive•Effect of humor can differ due to differences

in audience and geographical characteristics•Humorous message may be so distracting that

receivers ignore the message content

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Appeals to Consumer Fears

•Use of fear: physical or impending problems•Appeals to fear can be effective as a means of

enhancing motivation (yet ethical issues)•Can identify the negative consequences of:

• Not using the product• Engaging in unsafe behavior (drinking and driving)

•Can take the forms of either• social disapproval or physical danger

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Appeals to Consumer Fears

Social Disapproval(Not using the

advertised brand)

Physical Danger(Engaging in

unsafe behavior)

Consumers’ Motivation to Avoid Negative

Consequences

Fear-Appeal Logic

Stimulate audience involvement with

a message

Promoteacceptance of

message arguments

Appropriate Intensityof Threat Level

Scarcity:Psychological Reactance

(Fear of losing out)

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Inverted-U Hypothesis: Appropriate Fear Intensity

Degree of Persuasive

Effectiveness

Level of Fear Intensity

Low HighModerate

(Note: this is an incomplete explanation)

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Parallel Response Model(Leventhal 1970)

Fear appeal with solution danger cues danger control adaptive action

(e.g., change behavior)

Fear appeal without solution fear cues fear control emotional response

(e.g., anxiety)

What two factors are needed for fear appeals to be effective?

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For Fear Appeals to be effective…

1. Appropriate level of threat given the involvement of the target market

2. Need a prominent solution (e.g., your brand or service) for the fear created

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The Functions of Music in Advertising•Functions of Music in Advertising:

• Attracts attention• Promotes positive mood• Increase receptivity of message• Communicates meanings

•Classical conditioning and tempo research on music

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Distraction from Message Content

•Attractive sources, background scenery, colors, music

•Arguments in favor of distraction: Reduces counterarguments, positive emotions, conditioning

•Arguments against distraction: Why intentionally try to distract when there are thousands of other distractions in processing of ads?

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The Use of Sex Appeals in Advertising•Elicits attention•Enhances recall?•Positive affect?•Cultural issues

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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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A Cautious Challenge

•Three forms of subliminal stimulation: • Visual stimulation using a tachistoscope • Accelerated speech in auditory messages• Embedding of hidden symbols

•Any evidence of support?• Subliminal perception• Link between subliminal advertising and behavior?• See Timothy Moore (Journal of Marketing 1982),

“Subliminal Advertising: What You See is What You Get”

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Message Sidedness: GeneralizationsUse a 2-sided message if ...1. The audience does not already agree with the

topic (brand, ad message)2. Counterarguments are anticipated3. The audience uses the competitor’s brand4. The audience is better educated

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Figure 11.2: Illustration of a Direct Comparative Advertisement

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Figure 11.3: Illustration of an Indirect Comparative Advertisement

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Considerations in the Use of Comparative Advertising• Use if the audience does not have a prior preference for the

comparative brand• Use with low involvement purchases (weak evidence)• Use with new brands that possess distinct advantages over

competition• Use if claims are credible (test results, spokespersons, 2-sided

claims)• Use if sales are static and non-comparative ads ineffective

(weak evidence)• Use in print (versus broadcast) media• Relative framing of questions on comparative ad effects is

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Presentation OrderOrder Where Claims Presented When to

Use

1. Anticlimax beginninglow involvement

2. Pyramidal middlenever

3. Climax endhigh involvement

Is this more important for audio or visual print ad information?30


When the Audience Should Be Able to Draw Their Own Conclusions

1. When they feel they are being manipulated or their intelligence is being insulted

2. Under high personal (ego) involvement

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Endorsers and Message Appeals in Advertising

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