Monday, October 10, 2011

The Effectiveness Of Source Credibility

I've never been a person to put too much weight into celebrities or expert's opinions, at least on television. This method, although proved to influence consumer's opinions, makes me skeptical. Take sex appeal for instance. Many advertisers know that utilizing in a hot market celebrity in an add will draw in the easily duped and impressed. Just because Britney Spears and Michael Jordan supposedly eat at McDonald's does not make it okay for me to stuff my face with 2000 calories. Britney Spears in not a credible source that I reference when I decide where to eat. In fact, I don't think I've ever knowingly been swayed by a celebrity endorsement for food.

All of this to say, unless I was overwhelmed by the effectiveness of celebrities endorsing random products, I would stay away from this method of advertising. I would want my company to come across as factual and sincere. Modern American culture relies too much on the opinions of the rich and famous.