Media persuasion is an active part of the advertising industry and people’s everyday lives. Companies are always trying to find different ways to sell their products to the public and sometimes simple commercials are not enough. Companies have to find ways that will leave a lasting impression on the public and make them want to buy their product.
Simple exposure is not enough.
Our textbook mentions that often marketers believe that exposing the public to a product will be enough to make them want to buy it, unfortunately that is not always the case. People often like to look towards credible sources to determine whether a product is good or not. Sometimes those sources are friends or family members, and sometimes those credible sources are celebrities. Celebrities are often used in commercials to try and present a familiar face to a product. Sometimes just their appearance is enough to make some people want to purchase a product, but in some situations advertisements alone can not sell the product to the public. Commercials can help introduce a product, but often it is the members of the public that actually make that product popular or not. People like to talk, and they often like to give their opinions on products and media. When a Youtube video is really funny the world hears about it because people share it with others. The same goes for other products. When one person really likes something or really dislikes something they often tell their friends and family who then tell their friends and family and this creates a spiral of popularity or dislike for that particular product.
Credible sources work better than not credible sources
When it comes to advertisements, using a credible source in a commercial or an ad can have a greater impact then using a random person. A prime example of a credible source is the Subway guy Jarod. In most of the Subway commercials with Jarod, Jarod is promoting the fact that Subway sandwiches offer a healthier fast food option. What makes Jarod a credible source is the fact that he has completed a subway diet and lost a significant amount of weight because of it. In his commercials he is often talking about the fact that he has switched to Subway and because of it he has lost a lot of weight. He then goes on to recommend a healthy sandwich that Subway offers that he likes to eat. Because he has lost so much weight with the help of Subway, people who want healthier food choices might look to Subway for food because they know of one person who can vouch for how healthy the food actually is.
Another example of using credible sources to appeal to the public is athletic gear. In most athletic commercials professional athletes are often seen wearing and working out in the gear that they are trying to promote. By having these athletes actually using the product in the advertisements it gives the public the idea that the products must be really good because if they weren’t the athletes would not use them.
Credible sources don’t just have to be celebrities but they can also be the people around you.
Sometimes the best credible sources are the people around you. Often people are going to believe the judgement of the people around them more than they will of strangers. People will want to see a movie or buy a product that the people close to them recommend. This also works with not wanting to buy specific products because the people close to them do not like it. Products have multiple uses when it comes to the public. Sometimes people like to purchase specific items to show of their social status and sometimes other people try to buy those same objects in order to try and fit in. Sometimes the influence of the people around you can have a greater impact then the celebrities promoting the product.
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