BA 330 EC #2
Celebrities
1) Why do you think some celebrities are effective at pitching products while others are not?
Answer: I believe celebrities are effective at pitching products because they have become
iconic to people. People want to be like them and connect themselves emotionally to the
celebrity...therefore if the celebrity says something is good, then surely it is good. Also.
some celebrities are considered especially talented in certain areas. Some are also
considered especially good looking. I believe that people are more willing to support
products that are appealing to them in a certain way. If someone wants to look good, they
will find models appealing. If someone wants to be a professional athlete, then they will
be attracted to advertisements with star basketball players or football players. If they are
interested in skateboarding, they will find professional skaters such as Tony Hawk
appealing.
2) Advertisers know that there are three factors underlying source credibility: expertise,
trustworthiness and likability. However, research now shows that only one of the three factors is
actually effective and is far more important than the other two in creating a successful celebrity
testimonial. Which one do you think it is and why?
Answer: Likability seems like it would be key in advertisement. Simply because it is the
root at which we all become hooked into a product and willing to consider purchasing it.
It also has the potential to possibly lead to referrals for new business contacts. It can
affect people emotionally, which is an important component in sales and can drive
attitudes and intentions more directly to the product being pitched