Some critical factors in the perception of the credibility of television endorsements

Description:

Testimonial has for long been one of the major techniques of executing television commercials. People considered celebrities often make huge sums of money from endorsing products or services. One area of interest in the employment of endorsers is their use in every day, cheap and widely available products. This study explored the consequences for credibility of the use of international, high-brow celebrities in endorsing these kinds of products. A sample of students of the Department of Mass Communication at the Anambra State University of Technology was used. Questionnaires measuring their attitudes towards the use of an international, sophisticated endorser on a currently running Lux commercial were administered. Results show that the use of such type of endorsement did not have any significant positive impact on perception and overall credibility of the endorsement. Interest, however, was discovered to be a major predisposing factor in the perception of the credibility of the endorser.

Date Issued:

1991-01-01T00:00:00Z

Data Provider:

Michigan State University. Libraries

Collection:

Africa Media Review

Subject Topic:

Endorsements in advertising, Television commercials, and Truthfulness and falsehood

Language:

English

Rights:

In Copyright

URL:

https://n2t.net/ark:/85335/m5v11wx3q