Obviously, there’s a lot of advertisements used celebrities to promote the brand and product. As all of us expected, people might pay more attention or even buy the product rapidly after watching those kinds of advertisements. The rationale for this occurrence might mainly due to the physical attractiveness and reputation of those well-know persons (Rafique, M., 2012). However, this might not be the only reason. Maybe we could say that advertisers made use of the psychological concept to persuade the consumers to buy their product.
We could explain this kind of phenomenon in terms of elaboration likelihood model, which is a theory that defines how likely people will focus their cognitive process to read a message and they will then follow the central or peripheral routes to persuasion (Gerrig, R. J., Zimbardo, P. G. 19th ed., 2010, p. 525). According to this model, there are two kinds of routes that lead people to persuasion, which are central and peripheral routes. On one hand, central routes refer to a situation in which people consider the persuasive messages seriously in order to make the decision of their buying behaviour. On the contrary, peripheral routes means people don’t think about the advertising message deeply. Instead, they focus on the cursory cues in the circumstance. Therefore, advertisers make use of the people’s peripheral routes to persuasion. In other words, they recruit the celebrities take part in the product advertisement in order to let consumers do not take the products into deep consideration and just focus on their ‘idol’. This makes sense as we mentioned above that the physical appearance and the standing of the celebrities play an important role in the buyers consumption behaviour.
From the above, we can clearly see that using celebrities as a selling point is a very powerful way in advertising. Eventually, we might question about that, “Do we really need that things? Or just celebrity effect?”
Gerrig, R. J., Zimbardo, P. G. (19th ed). (2010). Psychology and Life. Boston: Pearson.
Rafique, M. (2012). Impact of Celebrity Advertisement on Customers’ Brand Perception and Purchase Intention. Asian Journal of Business and Management Sciences, 1(11), 53-67.