By February 27, 2016 0 Comments

Are celebrity endorsements sufficient for brand recall?

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 advertisement

Fortune Rice print ad

Siver Coin AdvertisementSilver coin print ad

QUICK ANALYSIS:

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.

Silver Coin advertisementSilver coin print advertisement


Which other media ads have failed to connect with their audience because of their neglect of nonverbals?

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Posted in: Advertisements

About the Author:

Khyati Bhatt has trained for mastery in Speed Reading People with retired FBI special agent Joe Navarro. She founded Simply Body Talk in 2013 to help individuals and corporates fine tune their nonverbal behavior and nonverbal communication. Khyati believes in taking a scientific approach to body language. Her experience as a wealth manager, currency trader, and family entrepreneur has helped sharpen her nonverbal instincts. She is a fervent reader and has explored the work of many psychologists and anthropologists in her field of work.

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