THE EFFECTIVENESS OF TELEVISION
DO CELEBRITY ENDORSEMENTS WORK?
Yes - Giles (2003) – celebrities provide a ‘familiar face’ that can be trusted. They are a neutral source of information who can ‘rubber stamp’ the manufacturer’s claims.
No - Hume (1992) – concluded that celebrity endorsement did not significantly increase the persuasive communication of an advertisement.
DISENTANGLING MEDIA AND OTHER EFFECTS
Difficult to disentangle media and other effects (e.g. peer influence) to infer a direct causal link between advertising…