The Human Connection: Spokespeople in Advertising

Spokespeople, including celebrity endorsers, are a rapidly increasing trend in advertisements. Fictitious characters adorn insurance company advertisements. Celebrities testify for weight loss programs. It seems that, as consumers become more skeptical of claims in advertising, corporations see more of a need to personally tell consumers the benefits of their product from a source who can be universally trusted.

As mentioned, insurance companies today can't seem to go without that personal connection to consumers. People want to know that they are getting the best service and deal for their financial investment, and seeing a friendly face assure you that the company is your friend is more convincing than reading statistics on the TV screen. One example is Progressive's Flo.



Cheerful, bubbly Flo has captured the hearts of American consumers with her neat appearance, sparkling smile, and eagerness to help customers.

At the opposite end of the spectrum is Mayhem, from Allstate.



Mayhem personifies the disasters that could befall consumers at any time--and why Allstate can protect from financial repercussions. Both characters appeal to consumers on a personal level, giving consumers a human face and personality to associate with the companies. This creates a sort of human trust between consumers and these companies that are crucial to convincing the public that the companies can be trusted to protect them.

On the other hand, when deeply personal connections aren't required, a celebrity spokesperson will do the job for creating trust between consumers and a certain brand. An example of this is Jennifer Hudson for Weight Watchers.



Hudson demonstrates to consumers the effectiveness of Weight Watchers, as the general public recognizes her as a contestant on American Idol. Her story resonates with female consumers with the use of before and after images of her weight loss, and her encouraging attitude establishes the Weight Watchers program as a positive experience.

Spokespeople and endorsers, both fictitious and real, establish a personal connection between brands and consumers, and create a human personality for consumers to associate to a product. This makes companies and brands more appealing and easier for consumers to trust, and works particularly well for human-based products and services, such as insurance, banks, weight loss programs, etc.