Sorry if it’s trivial but I guess I miss something really basic in marketing which I can’t figure out.
Why seeing famous person X drinking beer Y on some ad should make me buy it? Is this person it’s known for his good taste in beer? Is the beer as anything related to his profession?
I just don’t get it why do you I care for famous people in ad.
I guess the only rational idea is that seeing familiar face will get much attention and eyes for a second on thay ad
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There are a couple other things that haven’t been mentioned yet.
One is that a famous person has their reputation on the line.
Especially if a brand is not already well-known, just having the brand themselves (or some no-name actor) say “It’s great! Buy it!” doesn’t really mean much, because there’s no reason to trust what they say.
If a celebrity says “It’s great! Buy it!”, though, they’re putting their reputation on the line.
If the product is found out to actually be terrible, it’s not just the company that suffers: it’s the celebrity that suffers most of all, as that will affect their popularity and marketability for other projects.
(Some celebrities don’t really have anything left to lose, though, and/or are prone to bad life decisions, and will promote garbage anyway)
Another is the “halo effect”.
The halo effect is a psychological bias that says that if you like one aspect of something, you’re more likely to feel positively about other aspects of it.
Related to advertising, this means that if you like one part of an ad (like the celebrity), you might unconsciously be more receptive to the rest of what the ad is saying.
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