2. Credibility and Expert Knowledge - suggested

Credibility and Expert Knowledge
Monday, 7 September 2020, 10:48 AM



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? 




Picture of Pedro Ricardo Bin (18101609)
Re: Credibility and Expert Knowledge
by Pedro Ricardo Bin (18101609) - Wednesday, 7 October 2020, 5:24 PM

The picture is using Bernardo Rezende image to promote its brand/product/idea. It is a common strategy used by media to provide credibility to its products.

Picture of Camila Brum San Pedro (18104290)
Re: Credibility and Expert Knowledge
by Camila Brum San Pedro (18104290) - Wednesday, 7 October 2020, 5:30 PM

Bernando is using the credibility he achieved  as volleyball coach to  promote other brands not related to his carreer. His image is being used only to give the ideia that you can trust the brands/products he is advertasing.


Picture of Eduardo Fonseca Nadais (19105491)
Re: Credibility and Expert Knowledge
by Eduardo Fonseca Nadais (19105491) - Wednesday, 7 October 2020, 10:00 PM

Both images uses Bernado Rezende as a source of Credibility, using his quotation and his image as a source of reliability.

Picture of Leticia Anny Gellert (18101601)
Re: Credibility and Expert Knowledge
by Leticia Anny Gellert (18101601) - Thursday, 8 October 2020, 4:33 PM

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.

Picture of Tainá Araujo Ferreira (19105706)
Re: Credibility and Expert Knowledge
by Tainá Araujo Ferreira (19105706) - Sunday, 11 October 2020, 11:01 AM

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.

Picture of Luiza Spiller Fernandes (20104456)
Re: Credibility and Expert Knowledge
by Luiza Spiller Fernandes (20104456) - Sunday, 11 October 2020, 7:11 PM

These companies are using a well-known figure to sell their products. Bernardinho is a succesful volleyball coach, so they are using his image to link their products to success.

Picture of Vitória Noya da Silva (20101745)
Re: Credibility and Expert Knowledge
by Vitória Noya da Silva (20101745) - Tuesday, 13 October 2020, 9:59 PM

The brands/companies used the image of a well-known figure to promote theirselves. That strategy gives the illusion of credibility, since it leads the consumer to associate the figure of Bernardinho, in this case, with the companies advertised.

Picture of Luciana dos Santos (18101604)
Re: Credibility and Expert Knowledge
by Luciana dos Santos (18101604) - Wednesday, 14 October 2020, 3:41 PM

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.

Picture of Maria Tereza Carneiro Umbelino (20150115)
Re: Credibility and Expert Knowledge
by Maria Tereza Carneiro Umbelino (20150115) - Wednesday, 14 October 2020, 11:54 PM

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).

Picture of Beatriz Alissa Alves Silva (18103653)
Re: Credibility and Expert Knowledge
by Beatriz Alissa Alves Silva (18103653) - Thursday, 15 October 2020, 12:53 PM

Both brand are using the "credibility" earned by Bernardo Rezende during his years as a player and as a coach in charge of the Brazilian volleyball team to promote themselves. Since him, Bernardo, is seen as trustworthy to the country, anything he shows trust in is trustworthy to Brazil as well.