In Part 2 of the series “Teaching the Persuasive Technique – Testimonial,” 2017 Super Bowl commercials are featured. Many stars came out to promote products. Actors, sports figures, and even Bill Nye the Science Guy promote products. With a 30-second spot costing $5 million, many companies went with big celebrities.
Testimonial is when an expert, public figure, or celebrity promotes or supports a product, policy, or political candidate.
This technique also uses plain folk to show the product appeals to ordinary people.
Testimonial Questions to Think About
- What makes this person a good representative to endorse this product?
- Will the endorsement help sell the product? Explain why or why not.
- Can you think of celebrities that actually hurt the product they were trying to promote?
- What must a company consider before hiring a celebrity to endorse their product? For example, does age matter?
Testimonial in Advertisements
The Wix ad features Gal Gadot of Wonder Woman. She and Jason Statham who is known for his action-thriller roles are eating in a restaurant. The two must fight a group of bad guys while the chef busily works on creating a website.
The Mercedes-Benz ad features the Steppenwolf song Born to be Wild. In a biker bar, someone goes to the jukebox to play Born to be Wild. Patrons play pool and arm wrestle. A close-up of an Easy Rider movie poster foreshadows events to come. Soon someone comes inside the bar to say he has been blocked in. Everyone goes outside to see who would have the nerve to block in the bikers. Peter Fonda, wearing his Easy Rider American flag jacket, walk to his Mercedes gets in, and drives away.
Mobile Strike stars Arnold Schwarzenegger. A big battle scene takes place in the film. During the battle, famous one-liners from Schwarzenegger’s movies are spoken. “I’m Back,” and “Hasta la vista, baby,” promote the game.
Persil “The Professional!” features Bill Nye the Science Guy. His lab coat is stain during an experiment. Actor Peter Hermann comes in as the stain-fighting superhero. He uses Persil to clean Nye’s coat back to sparkly clean.