To model or not to model

Last class we have had a very interesting discussion about the use of models in campaigns and advertising.
What makes a company chose for supermodels and celebs, or the normal people on the street as subject and endorsers for their brand?

The choice is all about the dilemma of going for a recognizable face or for a credible person.
Some brands wishes to be a brand of the people.

Dove has made their decision on using 'real women' for the advertising campaigns. By using there women, they want to convince other women buying Dove, because the women showed in the ads are credible. They are 'just like them'.


This happens, when a brand wants to be on the same level as their customers.



It is doubtful that this approach will work for any luxury brand. Luxury brands have the intention of not being among the 'normal' people, but the brands want to have the image of being above the people.
The better option for luxury brands is using endorsees that people can aspire to. This fits the brand image better as well. No luxury brand wants to be amongst the people.

L'oreal, for example, almost always uses celebrity endorsement.
The company uses it for people to aspire to them.











Again, the choice for using normal people, super models or celebrities has to fit the brand image and brand DNA, just like everything else the brand does.

Later

Vic