In the current era, an advertisement is a huge boost in promoting an idea to the public. Advertising relies on the art of persuasion and thus giving the need for persuasion techniques. As a consumer, a person usually wants to spend as little as possible while getting more return, there is, therefore, the need to use creative advertisements to get the desired sales and response from customers. There are many methods of persuasion, and they include plain-folks, hidden-fear appeal, bandwagon effect, famous person testimonial and irritation advertising. Nivea is a personal care brand that has employed one of these techniques with the latest advertisement of their body shaving range product with features from Liverpool Football Club players, Alex Oxlade-Chamberlain, James Milner and Joe Gomez.
The technique being used is the famous person testimonial. It is one of the oldest tricks which uses a celebrity to promote a product. Since there is involvement of some sports personalities, it is enough to convince fans to buy the product. The advertisement tends to show how much the celebrities need the product and this becomes quite convincing to viewers who look up to them. The product is for use in the UK; therefore, features from football personalities prove to be convincing since the sport is quite popular there.
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The advertisement strategy is quite effective since it majors on celebrities adored in the target market. In addition to being a men’s product, the football theme is one that convinces the consumers that the product is solely directed to them as fans. A large population of men in the UK follows football; thus it becomes a suitable and creative technique to incorporate both the sport, sports personalities, language and the product’s usefulness in an advertisement.
Reference
https://www.youtube.com/watch?v=GmLNoHMnvEA
