Part 1
| The authority figure in the ad is… Kevin Hart | Check if the ad meets this criterion |
| A real expert (not just someone dressed up to look like one) | √ (Yes) |
| An expert on the product he or she is trying to sell | Ẋ (No) |
Advertisement plays a crucial role in boosting sales; hence, the growth of a business. The concept of “power of a situation” is consistently applied since many people have a significant tendency to obey authority figures. An advertisement by JPMorgan involves Kevin Hart. It is a typical example of illegitimate authority advert. The advert incorporates Kevin Hart as an authority figure. Kevin Hart is a big name in the comedy industry and he enjoys a massive audience in the United States and the world. On social media platforms, he engages actively with his fans on Twitter and YouTube. Therefore, he has a significant influence on prospective subscribers of the service as an illegitimate authority in the advert by JPMorgan.
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Part 2
Kevin Hart is not an expert in matters banking and business. JPMorgan is advertising Chase, which is a banking business in the United States of America. However, Hart is heard advising people to spend more money to earn more (The Star Ads, 2019). The commercial and consumer banking business is informing the public that with Freedom Unlimited, they can earn 1.5% cashback on money spend purchasing anything of their choice. Kevin Hart does not have experience, knowledge or background in the banking business, which makes him an illegitimate authority in this advert. In this advert, Kevin Hart appears as a financial adviser, giving out information on how people can gain more by spending. In this particular case, he has been used to add credibility to the service offered by Chase and this process influences his followers, fans, and the public to choose the service. Consequently, the use of the service would increase tremendously; hence, substantial profits would be realized.
Conclusively, JPMorgan uses Kevin Hart to advertise Freedom Unlimited services offered by Chase banking business as an illegitimate authority. He does not have any knowledge, experience, or background in the banking business, and he has been used to add credibility to the service offered by Chase.
Reference
The Star Ads. (2019) Commercial Ads 2019 - JP Morgan Chase - feat Kevin Hart. Retrieved from https://www.youtube.com/watch?v=AOY63Dk_PRQ
