Hello
In this Unit, we are talking about using expert knowledge in the area for credibility. Take a look at the picture below. They show Bernado Rezende (check here in case you do not know him). What do you think is happening?
Hello
In this Unit, we are talking about using expert knowledge in the area for credibility. Take a look at the picture below. They show Bernado Rezende (check here in case you do not know him). What do you think is happening?
Bernadinho is a known figure in Brazil, and these companies are using his image to advertise their products. As consumers, we often feel reliability when we see a public figure or someone we admire recommending a product. It is believed that Bernardo's opinion works as an authority, thus giving the companies in question and their products more credibility.
Bernadinho is very famous for the period that he worked as the volleyball brazilian team, achieving great results. In these two images he is doing a propaganda. In the first one the object is a watch and in the second one is an English course. His image is related to success and excellent performance, reason why he probably was chosen for those companies.
These companies are making advertisements with a known person, recognized for his achievements and competence. That is a strategy to get trust from the consumer without even showing their product itself. It is grasping the attention using a familiar figure that is admired and is cited (in the second example) as an authority.
Both advertisements rely on the popularity and success of Bernardo Rezende as a volleyball coach to sell their products. If the costumer successfully associates the coach’s competence and reliability with the products being offered, there is little need to give more information about the items (or further explain the claimed advantages over the competing products).