Transcript Subliminal Advertising

Chapter Ten
Endorsers and
Message Appeals in
Advertising
Endorsers
• Two kinds of endorsers:
» 1.
» 2.
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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Endorser Attributes: TEARS Model
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The Importance of Matchup
Effective Endorser?
Meaningful relationship, or matchup,
between the celebrity, the audience,
and the product or brand
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How Celebrities Are Selected
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Celebrity/audience match-up
Celebrity/brand match-up
Credibility
Attractiveness
Cost considerations
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How Celebrities Are Selected
• Working ease/difficulty: The “hassle
factor” (prima donna?)
• Saturation
• Trouble
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How Celebrities Are Selected
Performance Q-Ratings
Q-Rating(quotient)
=popularity/familiarity
When Will Celebrities be Effective?
• Low involvement (ELM)
• Celebrities as peripheral cues
• What about Socially Symbolic
products/situations?
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When Will Celebrities be Effective?
• Celebrity may be just a specific case of
attractive endorsers in general
• 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?
“I’m 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: Three Roles
• Initial attentional lure
• Can enhance recall of message
points
• Can evoke emotional responses
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Sex Appeals
Inappropriate use of
sex appeals
A Downside of Sex Appeals
• Interference with processing of
message arguments and reduction in
message comprehension
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CPM
The 8 Stages of Consumer
Information Processing
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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”
1. Visual stimuli (rapidly presented)
2. Accelerated speech (auditory
message)
3. Embedding of hidden symbols
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Subliminal Messages and
symbolic Embeds
Example of using
embedding in
advertising
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Subliminal Messages
Three types of “Subliminal
Advertising”
1. Visual stimuli (rapidly presented)
2. Accelerated speech (auditory
message)
3. 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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