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Syllabus

Selecting Message Appeals and Picking Endorsers

Last updated October 6, 2008

I. The role of endorsers in advertising

A. Why use celebrity endorsers?

 

 

 

B. Finding the right person for the job:

1. Congruence:

 

 

2. Credibility:

 

3. Profession:

 

4. Popularity:

 

5. Obtainability:

 

II. The role of humor in advertising:

A. Background:

 

B. Goal of Humor:

 

 

 

 

 

C. Incongruities of Humor:

III. Other appeals

A. Fear

 

 

 

B. Sex

 

Additional Reading:

Alden, Dana L. and Drew Martin. 1995. "Global and Cultural Characteristics of Humor in Advertising: The Case of Japan." Journal of Global Marketing, Vol. 9, no. 1, 121-142.

Erdogan, B. Zafer, Michael J. Baker, and Stephen Tagg. 2001. "Selecting Celebrity Endorsers: The practitioner's perspective." Journal of Advertising Research, (May/June), 39-48.

Okigbo, Charles, Drew Martin, and Osabuohien P. Amienyi. 2005. "Contemporary American Magazine Ads: Our Ads 'R Us," Qualitative Market Research: An International Journal. Vol. 8, no. 3, 312-326.

O'Mahony, Sheila and Tony Meenahan. 1997/98. "The impact of celebrity endorsements on consumers." Irish Marketing Review, Vol. 10, no. 2,15-24.

Till, Brian D. and Terence A. Shimp. 1998. "Endorsers in Advertising: The Case of Negative Celebrity Information." Journal of Advertising, Vol. 27, no.1, 67-82.

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