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Embed code for: Anotated Bib Entry McGill #1 again
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Aziz, Sadia, Usman Ghani, and Abdullah Niazi. “Impact Of Celebrity Credibility On Advertising
Effectiveness.” Pakistan Journal of Commerce & Social Science, vol. 7, no. 1, pp. 107-27, 2013. Business Source Complete. proxy.lib.ohio-state.edu/login ?url=http://search.ebscohost.com/login.a spx?direct=true&db=bth&AN=93667619&site=ehost-live.
Appeal to Ethos
The authors are accredited with being members of the Institute of Management Sciences in Pakistan, with two of them being Ph.D. holders while one other being a professor. This information was all stated at the beginning of the article to establish credibility with the reader. The information that is stated by the authors is given in organized sections such as Abstract, Introduction, Literature Review, Hypothesis, Methodology, Results and Analysis, and Discussion and Suggestions. In the Methodology section, there were many official data charts presented to prove the research the authors had gathered and to further increase their credibility. Considering the vocabulary used in this article, it could be inferred that the target audience is of a more mature age that can comprehend research. This research could also be directed toward people of the advertisement industry to further their knowledge in the business. At the end of the article, all of the references are listed in alphabetical order in a work cited format. Looking at the sources, one could justify that the information given by the authors is accurate due to the great deal of research they had compiled prior to their study. In addition to the number of sources the authors had, the sources were very reliable references. Most of the sources listed were qualified to talk about the subject in some way. The last piece of information listed was a copyright for the information given, and this suggests that the information given is valuable enough to protect it with a copyright.
Summary of Article
This article focuses in on the celebrity aspect of advertisement, and how they affect the sale of a new product. Three key questions are the main focus of the research conducted by the authors.
How does the consumer feel about the advertisement with the celebrity incorporated?
How does the consumer feel toward the brand after seeing the advertisement with the selected celebrity?
How does the consumer’s willingness to purchase the product change after seeing the advertisement?
The authors begin by talking about the idea of credibility, and then relate that to the idea that celebrities are a big credibility source to viewers in advertisements. The research conducted by the authors is then presented through multiple charts and explanations of those charts. The information given is then summed up in a conclusion paragraph, and the limitations of the study are presented as well.
Celebrities are a big factor when it comes to selling a product in a TV advertisement. These people are one element that appeals to a specific target audience like no other during a commercial, and this is why the article is pertinent to my topic of how advertisements appeal to audiences.