Celebrity endorsements
Despite the fact that companies believe celebrities had a lot of pull with regard to the buying trends of consumers, researchers have discovered that this does not seem to be the case. British and Swiss researchers carried out a study showing that advertisements made by celebrities like David Beckham and Scarlett Johansson are not as effective as those by ordinary people.
In a sample of 298 students, researchers presented a magazine advertisement for a digital camera that was endorsed (為…做廣告宣傳) by a fictional student claiming the camera was “hot” and his “preferred choice”. The same advertisement was shown to other students, but with a difference: The camera was endorsed by a famous person in Germany.
While the students said that both advertisements were beneficial, the one made by the student topped the celebrity one if students aimed to impress others with their purchases (購買). More than half of the students, who admitted purchasing products that would impress others, said they were influenced by the student’s advertisement. Only 20％ said the celebrity one would affect their buying decision.
Professor Brett Martin of the University of Bath’s School of Management, explained that the findings could be used not only in Germany, but in other countries as well. “ Our research questions whether celebrities are the best ways to sell products,” said Prof Martin.“Celebrities can be effective but we found that many people were more convinced by an endorsement from a fictional fellow student. This is because many people feel a need to keep up with the Jones when they buy.”
【小題1】Some companies think the celebrities endorsement ．
| A．is popular with the consumers |
| B．can pull all the consumers into the shops |
| C．can affect the consumers’ purchasing |
| D．is as effective as an endorsement from common people |
【小題2】Which of the following ads would be more effective to common consumers, according to
the experiment?
An ad featuring lovely pandas.
An ad made by David Beckham.
An ad made by fictional common people.
An ad with beautiful natural scenery.
【小題3】The underlined words “the Jones” in the last paragragh refer to“
”．
| A．someone called Jones | B．common people |
| C．the Jones family | D．celebrities |
【小題4】We can infer from the passage that
．
| A．celebrities cheat consumers in advertisement |
| B．the researchers here are against celebrity endorsement |
| C．the student’s ads are more reliable than those made by celebrities |
| D．companies needn’t spend so much money on celebrity endorsement |
【小題5】We can probably read the article in
．
| A．a(chǎn) local newspaper | B．a(chǎn) science report |
| C．a(chǎn)n academic journal | D．a(chǎn) textbook |
