tag:blogger.com,1999:blog-34024666.post6318041693423877607..comments2023-04-29T02:03:17.377-07:00Comments on Enough about you...: When I am King: End-dorsementsChet Haasehttp://www.blogger.com/profile/03250991041464602854noreply@blogger.comBlogger1125tag:blogger.com,1999:blog-34024666.post-45983025498422712612011-12-06T11:49:59.435-08:002011-12-06T11:49:59.435-08:00A known and liked celebrity provides viewers with ...A known and liked celebrity provides viewers with a familiar face, so that the advertiser can shroud them in an illusion of trust. The first instinct goes like: "my fave celeb thinks this is good, and gives me an inviting smile, therefore it must be so." Oftentimes you also see the same celebrity in the label of the product itself, which only works to enforce the illusion. Incidentally, the celebrity continues to smile when you place him/her in your cart, is shown to the barcode reader, ends up in your shopping bag, fridge, and eventually trash bin.<br /><br />Sure enough, it gets bizarre if the person in the ad is a complete unknown, especially if the ad conveys the feeling that the person is featured just to market the product. Kinda like when visiting a foreign country, you get blasted with all these ads featuring local celebrities whose mere existence was unknown to you just a moment ago.<br /><br />On the other hand, having an unknown person in an ad (while giving the impression that the users of the product do or are supposed to know him/her) may be a case of trying to productize the name of a person closely affiliated with the product.Timo Hildénnoreply@blogger.com