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Belch: Advertising and
Promotion, Sixth Edition
III. Analyzing the
Communication Process
6. Source, Message, and
Channel Factors
Marketers may also pretest ads to determine whether they transfer the proper meaning
to the product. When celebrity endorsers are used, the marketer should track the
campaign’s effectiveness. Does the celebrity continue to be effective in communicating
the proper meaning to the target audience? Celebrities who are no longer in the
limelight may lose their ability to transfer any significant meanings to the product.
As we have seen, marketers must consider many factors when choosing a celebrity
to serve as an advertising spokesperson for the company or a particular brand. Studies
have shown that advertising and marketing managers take these various factors into
account when choosing a celebrity endorser. 33 Among the most important factors are
the celebrity’s match with the target audience and the product/service or brand, the
overall image of the celebrity, the cost of acquiring the celebrity, trustworthiness, the
risk of controversy, and the celebrity’s familiarity and likability among the target audience.
IMC Perspective 6-3 discusses how marketers and advertising agencies use
research data and other types of information in choosing celebrity endorsers.
Applying Likability: Decorative Models Advertisers often draw attention
to their ads by featuring a physically attractive person who serves as a passive or
decorative model rather than as an active communicator. Research suggests that physically
attractive communicators generally have a positive impact and generate more
favorable evaluations of both ads and products than less attractive models. 34 The gender
appropriateness of the model for the product being advertised and his or her relevance
to the product are also important considerations. 35 Products such as cosmetics
or fashionable clothing are likely to benefit from the use of an attractive model, since
physical appearance is very relevant in marketing these items. For example, Revlon
has used supermodel Cindy Crawford in advertising for various cosmetics products
such as its Fire & Ice fragrance (Exhibit 6-7).
Some models draw attention to the ad but not to the product or message. Studies
show that an attractive model facilitates recognition of the ad but does not enhance
copy readership or message recall. Thus, advertisers must ensure that the consumer’s
attention will go beyond the model to the product and advertising message. 36 Marketers
must also consider whether the use of highly attractive models might negatively
impact advertising effectiveness. Several recent studies have shown that some women
experience negative feelings when comparing themselves with beautiful models used
in ads and the images of physical perfection they represent. 37
Source Power
The final characteristic in Kelman’s classification scheme is
source power. A source has power when he or she can actually
administer rewards and punishments to the receiver. As a result of
this power, the source may be able to induce another person(s) to
respond to the request or position he or she is advocating. The
power of the source depends on several factors. The source must
be perceived as being able to administer positive or negative sanctions
to the receiver (perceived control) and the receiver must think
the source cares about whether or not the receiver conforms (perceived
concern). The receiver’s estimate of the source’s ability to
observe conformity is also important (perceived scrutiny).
When a receiver perceives a source as having power, the influence
process occurs through a process known as compliance. The
receiver accepts the persuasive influence of the source and acquiesces
to his or her position in hopes of obtaining a favorable reaction
or avoiding punishment. The receiver may show public agreement
with the source’s position but not have an internal or private commitment
to this position. Persuasion induced through compliance
may be superficial and last only as long as the receiver perceives
that the source can administer some reward or punishment.
Power as a source characteristic is very difficult to apply in a
nonpersonal influence situation such as advertising. A communicator
in an ad generally cannot apply any sanctions to the receiver or
© The McGraw−Hill
Companies, 2003
Exhibit 6-7 Revlon makes
effective use of supermodel
Cindy Crawford in this ad
177
Chapter Six Source, Message, and Channel Factors