This study documents how different types of advertising models are used in TV commercials over time. A content analysis of 856 advertisements revealed that from 2007 to 2016 celebrity endorsements account for 54.8% of the total ads analyzed. A single model was more frequently used than multiple models. There were significant differences in the usage of advertising models among different product types across time periods. Non-celebrity endorser has been widely used in high-involvement and utilitarian products. Services, cosmetics and fashion industries were found to be heavy users of celebrity endorsers, whereas home furnishings and construction industries used non-celebrity models at the highest rate. Further, the gender image of the product has been found to be closely linked to the sex of advertising models, but the strategy of cross-model was frequently found in home electronics. Implications for theresults are discussed.
This study documents how different types of advertising models are used in TV commercials over time. A content analysis of 856 advertisements revealed that from 2007 to 2016 celebrity endorsements account for 54.8% of the total ads analyzed. A single model was more frequently used than multiple models. There were significant differences in the usage of advertising models among different product types across time periods. Non-celebrity endorser has been widely used in high-involvement and utilitarian products. Services, cosmetics and fashion industries were found to be heavy users of celebrity endorsers, whereas home furnishings and construction industries used non-celebrity models at the highest rate. Further, the gender image of the product has been found to be closely linked to the sex of advertising models, but the strategy of cross-model was frequently found in home electronics. Implications for theresults are discussed.
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