An experimental investigation of the influence of endorser attractiveness in video advertisements

作者：Yuan Sheng^*

来源：Chinese Journal of Communication, 2015, 8(3): 272-288.

DOI：10.1080/17544750.2015.1035733

• elaboration likelihood model
• advertising model
• physical attractiveness
• advertising effectiveness
• advertising appeal

This article investigates the influence of the physical appearance of an advertising model on the effectiveness of advertising. Four versions of video-based electric toothbrush advertisements are shown to 178 respondents in China. The results of this study revealed a significant influence of source attractiveness on advertising effectiveness when the participants watched advertisements that emphasized the image building (tooth whitening) function of the toothbrush. However, an insignificant influence was found when the participants watched advertisements that stressed the utilitarian (tooth-cleaning) function of the product. This study expands the elaboration likelihood model (ELM) theory and provides advertisers with practical advice about designing advertisements and developing the Chinese consumer market.

• 出版日期2015-7-3
• 单位温州大学