When a celebrity appears in multiple ads, consumers may feel confused and the effectiveness of the ad may decrease. The model’s credibility may be diminished, weakening their connection to the product and ultimately causing them to question the authenticity of the ad’s message.
Celebrity models are a surefire way to capture consumers’ attention. Celebrity models can attract consumers’ attention through their recognition and image, and increase their liking for the product. They are familiar and trustworthy to the public, and can indirectly vouch for the quality of the product. Some celebrities appear in multiple ads for different products, which is a common practice in the advertising industry and is often taken for granted by consumers. However, can celebrity endorsements really guarantee high advertising effectiveness? Let’s take a look at the effectiveness of celebrity endorsements.
In order for an ad to be effective, the model must have the right image for the product. For example, for products such as cars, cameras, air purifiers, and toothpaste, the performance or efficacy of the product itself is important, so models with expertise and credibility are usually suitable. Consumers want to see the technical excellence or practical benefits of the product through these models. On the other hand, products such as jewelry, chocolate, and travel, where the emotional impact of the product is important, are best served by models that are attractive and approachable. In these cases, consumers are focused on the emotional satisfaction or quality of life that the product can bring them, and models that provide an emotional experience work well.
However, when celebrities appear in ads for different types of products, regardless of their image, the model’s image and the product’s characteristics often don’t match, and the ad may not be effective. For example, if a celebrity appears in a commercial for a financial product that emphasizes trustworthiness and then appears in a commercial for a fashion brand or energy drink, consumers may feel confused. This confusion can negatively impact their perception and memory of the product.
Duplicate celebrity appearances can also have a negative impact on ad effectiveness because it makes it harder for consumers to associate and remember the model with the product. If the celebrity’s image is spread across multiple products, the connection between the model and the product will be weakened. This makes it difficult to realize the advertising effect that can be achieved by transferring the positive image of the celebrity model to the advertised product. When consumers encounter an advertisement, if they don’t recognize exactly what product is being promoted and simply remember the celebrity, the original purpose of the advertisement has not been achieved.
In addition, multiple celebrity endorsements make it harder for consumers to trust the message of the ad. When a celebrity model appears in multiple ads, it creates a strong image in the consumer’s mind that the model is only looking for financial gain. Consumers will then doubt the sincerity of the celebrity endorsement and perceive the ad message as lacking objectivity. As a result, the impact of the ad on the consumer is reduced, which in turn negatively affects the advertiser.
To increase the effectiveness of celebrity models in advertising, it is recommended to keep them in your ads as long as they are a good match for your product. This will increase the product’s recognition, make the product more memorable, and lend credibility to the advertising message. This is because the celebrity’s fame is transferred to the product and consumers believe that the celebrity is genuine. In addition, a celebrity who has been associated with a product for a long period of time is likely to be recognized as synonymous with the product, which can contribute significantly to the ongoing brand value.
As more celebrities appear in multiple ads, on the surface, it may seem like this is boosting the advertising industry by increasing ad revenue. However, if a model’s multiple appearances are not effective, it can lead to overspending, which in turn leads to financial burdens for advertisers and consumers. As a result, the advertising industry needs to strategically manage the image of celebrities and consider limiting their appearances. This is why it’s important to choose the right celebrities and models.
