What is the Endorsement Appeal?
The endorsement appeal is one of roughly twenty advertising strategies that marketing professionals use to persuade people to buy a product, pay for a service, donate to a cause, or otherwise be persuaded. The Endorsement Appeal attempts to persuade people by using celebrities or credible people to endorse their products. The idea with the endorsement strategy is to convince consumers that the people they trust and admire use a certain product, so consumers should, too.
When Should I Use the Endorsement Appeal?
Endorsement appeals are incredibly common in advertising and can be used for just about any product or service. Endorsement appeals are especially good when you have access to a celebrity or credible person or organization that is willing to publicly endorse the product or service you are advertising. It’s important to note, however, that while celebrities and famous individuals appeal to certain people, they often don’t appeal to everyone. For example, if you use Taylor Swift to advertise your restaurant, note that not everyone is going to be persuaded my Swift’s endorsement (and, in fact, some may be turned off by it).
How Do I Apply the Endorsement Appeal in Advertising?
When creating advertisements and visual communications focused on persuading audiences through the Endorsement Appeal, highlight the celebrity or endorsing group front and center. Make it a point of emphasis that someone famous or credible is using your product or service.