“As consumers, we see over 3,156 images a day. We’re just not conscious of them”, says Marshal Cohen.
Indeed, you watch advertising at home on TV or on internet for example but, don’t forget that when you go out, advertising is everywhere ! Every advertising panels that you will see or advertising that you will hear at the radio while you are driving without even paying attention to them, but they stay in your mind anyway. You can’t avoid them. Do this test for a day, try to notice and to count every advertising you see, believe me, this is scary !
Let’s see other example:
Did you have ever heard a song and said: “I recognize it! This is the song of Coca-Cola !!” Of course Coca is just an example, it can be any advertising you know. Did it happen that you know the song from the advertising you saw on TV before knowing the song itself? I can actually say that it happened to me many times and I am barely sure that I am not the only one in this case. This has the same effect with celebrities who are representing a brand. Brands are choosing a celebrity or a song which will pop-up to your mind when you see him/her or hear it. When I was younger my grand-mother had this big picture of Charlize Theron representing Dior, you don’t remember this picture? Don’t panic, this is the famous one:
And actually, what happened is that, my mind associated this beautiful woman walking in this gold water with the perfume “J’adore” and I learnt later that she was an actress…Ok… I was really young but it happens to many people. I am not sure that if I ask my mother, she will know who is Keira Knightley, but, if I show her a picture of her she will tell me: “Yes, I saw her on TV, she represents Chanel” Because sometimes we associate the face of a celebrity with the brand without even knowing their name. But no matter what, we will recognize to which brand he/she is working with.
This marketing technique is using by the brands to reassure people that their products are good as famous people are wearing or using it. If your favorite celebrity is wearing the latest Dior perfume, you will maybe want to try it. It also allows to be able to have an image in our mind when a certain brand is mentioned. For example, if I tell you Kinder, you will have that boy coming into your mind:
And what is funny is that you don’t even know this child! But you associate his face with the brand. Most often, brands are choosing personalities to represent them and it is often actors or actresses because they tend to inspire you.
Let’s take a famous one:
I am a hundred percent sure that you recognized the brand hiding beyond this image! Of course George Clooney is like THE Nespresso man. What comes into your mind when you see him? I’ll tell you: really classy man, smart, handsome, elegant. I know many grannies who would be able to leave their husband to be with George because he looks like the perfect men drinking a prestigious coffee. And, that’s how people wants to look like when they are drinking their coffee. Furthermore, the brand push that experience forward as they are proposing a really prestigious service in their shop and customers feels as important as George Clooney.
Brands are using celebrities not only for their TV advertising and that’s exactly how they are playing with you ! « Even savvy, skeptical consumers who understand that stars are paid to support a product may still rely on an endorsement and buy the brand anyway », says Robert Cialdini. Indeed, this professor of psychology and marketing is right, you know it but you buy it anyway. Have you ever seen a sport game for example? When players are interviewed by journalist, they automatically highlight their clothes with the logo of a famous brand such as Nadal with Nike:
Does he really need to know what time it is while he is playing? I don’t think so, but he is wearing the latest Nike watch. So, when you go buying some sport clothes, what will you choose ? Maybe not Nike, but, you will at least think about it. And once again, it is just because you saw it on a celebrity you like.
Most of the time you are not conscious of it. That’s how brands play with your mind.