Abstract:
In this study the use of endorsements in advertising was investigated. Endorsements can either
be in the form of a celebrity acting as a spokesperson for an organisation or the organisation can
create a spokesperson to act as an endorser. The problem that faces marketers is that little scientific
proof exists if students perceive celebrity endorsements and creative spokespersons differently with
regard to their expertise and trustworthiness. The aim of this study was to determine the attitudes
of respondents with regard to expertise, trustworthiness and attractiveness of created spokesperson
and celebrity endorsements in advertisements. This knowledge will provide marketing professionals
with the strategic advantage of how and when to make use of an endorser.
Ohanian’s (1990) measurement scale of perceived expertise, trustworthiness and attractiveness was
adopted in a self-administrative questionnaire for this article. Respondents (n=185) were exposed
to six visual images of endorsers namely: three celebrities and three created spokespersons.
It was found that attractiveness should not be used as a factor when comparing created endorsers
with celebrity endorsers. The respondents perceived both endorsement applications as highly
credible and professionals need to consider each application’s advantages and disadvantages
when deciding which application will be more effective for their advertising strategy. In the long
term the organisation might find it more cost effective to create its own spokesperson due to the
risk of possible characteristics changes or negative associations of celebrity endorsers. Revoking
advertisements after celebrity endorsers have received negative publicity or changed character
can lead to great financial losses. Created endorsers, on the other hand, provide the organisation
with greater control and the ability to change to adapt to the organisation’s market and advertising
needs.
