COM CO 101 Lecture Notes - Lecture 4: Tiger Woods, Livestrong Foundation, Grammatical Person
1 May 2018
School
Department
Course
Professor
2018/4/12
MC: Advertising
From overt to covert, the seamless promotion of products & services!
Today’s Agenda!
-MC/ AD/ PR final project!
-Advertising strategies !
-what sort of characteristics sell a product/idea
-Ivory Snow
I. Traits of Product Endorsers :
A. chart by Belch& Belch, Endorser Traits That Are Extremely Important to
older and Younger Adults
II. What specific characteristic has been empirically study toward advertising
A. Gatorade 运动饮料：Tiger Woods, cheating, drug problem, gambling
B. we want people who sponsor our product believable, really knowledgable and know
what they do, trustworthy.
C. Lams, Livestrong, Nike
D. JUST DO IT, committed a crime
III. Why do politicians make fun of themselves?
A. why are these people on the show
1. knowledgeable
2. you can relate and trust them
IV. credibility
A. to be credible is to say you believe in that person = how believable that person is
B. variance
C. perception, when one think is credible other may not
"1
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
From overt to covert, the seamless promotion of products & services. What sort of characteristics sell a product/idea. Ivory snow: traits of product endorsers : A. chart by belch& belch, endorser traits that are extremely important to older and younger adults. Why do politicians make fun of themselves: why are these people on the show, knowledgeable. A. to be credible is to say you believe in that person = how believable that person is: variance, perception, when one think is credible other may not. < > in trustworthiness: education, occupation, experience, higher expertise and trustworthiness leads to higher credibility, speaking rate. 1. inconclusive: governor of arizona jan brewer, long pause, humor, enhance trustworthiness, no e ect on expertise, obama jimmy fellon: humor, make fun of themselves on late night in american public. A. likable increase persuasion: can be overridden by credibility.
