Does celebrity endorsement always work for brand recall? Getting a celebrity to promote your brand is a good strategy if you have the budget, but a brand cannot bank solely on the presence of the celebrity next to the product to work wonders. Precise attention still needs to be devoted to the nonverals of the ad. Look at the following two print ads. Do they manage dazzle you or can you see what is wrong with the ads?
Fortune Rice print ad
The Fortune ad team has not worked on the actor’s smile. A genuine smile is hard to get, but that effort needs to be put in if the intention is to connect with the audience. Also, in the Indian context, if the actor is shown with a kitchen product, it would be better to use softer garments. Jeans, as a material, stands for ruggedness and a carefree attitude, something you wouldn’t want a mother cooking for her children to have. The watch on Kajol’s hand is also sloppy.
In the Silver Coin ad, the actor is shot with over emphasized hand gestures. The motive of the gestures is obviously to draw attention to the product. Overemphatic nonverbals, like a louder voice, expanded hand gestures, pronounced facial expressions etc. work when addressing a live audience that is large, so that the speaker can connect with all audience, including the back benchers. It simply does not work where the media is still. The picture below is a much better ad by the same company.
Which other media ads have failed to connect with their audience because of their neglect of nonverbals?