We often see famous people in advertisements. It is assumed that the idol brings the consumer closer to the advertised product or service.
Is this so, decided to check the Canadian psychologist Jamie Farquhar (Jamie Farquhar) from the University of Concordia (Canada). He collected and analyzed all sports Illustrated advertising images for 30 years, from 1975 to 2005, and found that while 30 years ago, athletes demonstrated a product and looked more like professionals engaged in business, now they are increasingly simply showing themselves as an object. These two types of images were then shown to teenage boys. Viewing modern photographs caused them to lower their self-esteem, and images of athletes “in action”, for example, playing tennis or football, on the contrary, increased it and aroused confidence in advertising. After all, I am not able to reincarnate in my idol, but I can follow his example, doing the same as he. Let it not work out just as well right away.