Authority figures in testimonial advertising
Petters, Lorreine
Authority figures in testimonial advertising - 2019.
35
In the context of advertising, authority figures may share presumed experiences, attesting to the truth of their words. The author associates this kind of mise-en-scène with the notion of “testimonial advertising.” This article examines the definition of “testimonial advertising” and considers the individuals capable of exercising their authority in testimonial messages. By identifying three main authority figures—the celebrity, the “corporate personality,” and the “internet personality”—, our objective is to understand how these figures encourage target audiences to approve advertising messages.
Authority figures in testimonial advertising - 2019.
35
In the context of advertising, authority figures may share presumed experiences, attesting to the truth of their words. The author associates this kind of mise-en-scène with the notion of “testimonial advertising.” This article examines the definition of “testimonial advertising” and considers the individuals capable of exercising their authority in testimonial messages. By identifying three main authority figures—the celebrity, the “corporate personality,” and the “internet personality”—, our objective is to understand how these figures encourage target audiences to approve advertising messages.
Réseaux sociaux