According to Epstein there are several ways in accepting and rejecting claims. One of them is personal experience and this advertisement can be quite successful if the person seeing it personally knows someone who is or has gone through this program with positive result. Seeing a celebrity as the spokesperson will encourage the audience even more if they admire or like them. But personal experience can also be negative and make the audience reject this ad because they have already tried it and seen negative results.
Epstein also adds that "we can accept a claim made by a reputable authority whom we can trust as an expert on this kind of claim and who has no motive to mislead", which is exactly what Weight Watchers is doing by using Jennifer Hudson to represent them. Her fans know that she has been struggling with her health and weight so she must be experienced in this area. Also she is an Oscar winning actress so why would she take on this role and try to mislead her audience?
If she did this she would lose all credibility as successful career woman and be ignored by her fans who most likely admire her for her honesty and strength.
Hi MVE! You have a good example of an advertisement on the internet. Yes, people can accept to believe the advertisement that if you join weight watchers, you will lose weight. But they could also reject weight watchers from a bad personal experience of joining weight watchers and not achieving their weight loss goal. But you are definitely right that people might try weight watchers simply because they are fans of Jennifer Hudson. She is a relatable celebrity because she is not stick thin. The advertisement used a concept from the book that claims having a reputable authority will help to sell products. People will think if Jennifer Hudson could lose weight, so can I.
ReplyDeleteGood blog MVE. I liked the advertisement you chose because it relates to many common advertisements that use celebrities in their ads. I really like how you addressed the personal experience in ways that people can believe it or people cannot believe it. It helps show how an advertisement can go both ways for a person with their personal experience. In addition, I also like how you addressed another factor in internet advertisement through the means of authority and reputation. That can really affect the credibility to a person and influence whether a person chooses to believe or not believe an advertisement.
ReplyDeletethis is a great blog and it looks like you put a lot of emotion into it. I totally believe all of what you say. Jennifer Hudson is a woman who is looked up to by probably millions of people and by looking at this ad, people who look up to her probably will believe in this "weight Watchers" diet. When it comes to personal experience or "knowing" somebody who has done it can defeat the purpose of the ad. In my opinion, personal experience will always go further than an ad that one can see.
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