Due to several cognitive processes, celebrity endorsements are effective in increasing sales. The presence of a famous person in an advertisement can command extra attention which may translate into an increase in sales. The aim of the paper is to show the scale of popularity of endorsement in Polish press advertisements in selected magazines directed at different target groups. The study relies, in part, on qualitative content analysis, and uses a survey to determine the effectiveness of celebrity endorsement as a marketing strategy in building trust around a given brand or product and the credibility of an advertising message among its target audience. The final section of the research presents the recall rates for brands/product and their endorsers. Generally, it has been found that celebrity endorsement as a marketing strategy more popular in Poland than in the USA, and a number of particular criteria have to be met in order for it to be efficient. The data reveal that the names of the endorsing celebrities are more strongly associated with advertised products and brands, than the products or brands with their endorsers’ names.
In Europe, the population of people over 60 years old has increased dramatically in the last few decades. Due to the demographic changes, in Poland, the world of marketing seems to discover the purchasing power of the elderly. Seniors become not only the receivers but also the senders of advertising messages. In order to sell a product, ad makers present people who are supposed to be liked, trusted, identified with and finally followed. In a press advertisement, to which an average consumer devotes 1.5 seconds, the picture is of top priority. The present research aims at analyzing the image of elderly women in press advertisements on the basis of their physical appearance, the context of the depicted situation, their clothes, facial expressions, eye-contact, and other visible traits. The survey study was conducted among young people to see the difference in their perception of elderly women in the pictures illustrating press advertisements for different products. The research results show how the positive image of the elderly in advertising can be created.
The aim of the article is to examine the portrayals of mature adults (55+) in television commercials in Poland and in the United States. It is important to analyze the portrayal of this group as, on the one hand, they are a lucrative and growing consumer market, however, on the other hand, past studies have shown that this segment has been often stereotyped and underrepresented. It is hypothesized that due to clear differences in the value systems and socio-economic characteristics of both countries, the representation of the mature segment of consumers will differ significantly in terms of their overall portrayal. A purposive sample of 15 Polish commercials and 15 U.S. commercials was selected since the researchers wished to focus on particular portrayals rather than analyze a large sample of commercials. The method was a comparative content analysis. Each commercial was examined particularly for the social context, the activities performed by the individuals, gender representation, health status, race, image, role and product/service type. The findings showed that older people play various roles, however, cultural values and differences were evident in the commercials placed in both countries. This could be seen in the content and focus of the ads.
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