Social Psychology

Figure 1: Thank You Mom Advert

Source: Silverchair. (2012).

Figure one’s advert features a multinational corporation named P&G, whom are an umbrella band. Therefore any advertisement they choose is very important as bad publicity could cause a knock on effect for every product on their market line.  Within this advert it is evident that the ‘halo effect’ technique has been utilized. The Economist. (2009). Indicates that if people are good at doing A then they will be good at doing B, C and D (or the reverse—If people are bad at doing A they will be bad at doing B, C and D).

The advert focuses strongly on the halo effect, due to the fact that it highlights the general role of mothers within society as looking after and taking care of their children. This links in the mother using P&G products which are repeatedly shown in the background for reinforcement purposes of the products which this brand produces, by using P&G products it could be seen as indicating that the mother and the brand share the same credentials as loving and caring, also with the children all being successful within their sporting events at the end of the advert this could also be seen to link in with the credentials as they are all appear and seem to be successful products.

However, Nisbett, R, Wilson, T. (1977). Notes that if we like a person, we often assume that those attributes of the person about which we know little are also favorable. Also, The Economist. (2009). Reports that the halo effect was highly influenced by first impressions. If we see a person first in a good light, it is difficult subsequently to darken that light. Both references indicate that if for instance someone was to enjoy using P&G products then this type of advertising would be beneficial as it would persuade the individual to carry on purchasing their products, however a conflicting argument could be that if a person had issues with the brand P&G or did not like their products this type of advertising strategy would be unsuccessful as it would not entice them into purchasing their range of products.

Figure 2: Holidays At Home Advert (Solidarity)

Source: Visit England. (2012).

The advert for figure two features a number of successful British actors and actresses who all share common interests that is sharing a love for travelling within the UK. Baldwin, M. (1910). Notes that Solidarity is an affair of the mutual relations of a group of individuals to one another. The solidarity theory therefore links in with the love of the United Kingdom which the actors appear to have as they are all individuals which all share a mutual love for their country. All of the actors have the same interest, however there are still depictions of various activities that may be undertaken within the United Kingdom giving themselves a sense of individualism.

Figure 3: How Influential Are Celebrities

Source: Marketing Charts. (2014).

Alternatively a negative of using celebrities within a solidarity advertisement is that the chart above indicates that using a celebrity to endorse a product or service doesn’t enhance the chance of success. Therefore regarding this advert’s utilization of celebrity endorsement it may in fact not entice people into going on holiday within the United Kingdom, meaning the advert could be unsuccessful.

References

Baldwin, M. (1910). The Basis of Social Solidarity. American Journal of Sociology. 15 (6), 817.

Silverchair. (2012). Olympics P&G - Thank You Mom Commercial. Available: https://www.youtube.com/watch?v=2V-20Qe4M8Y. Last accessed 27th April 2015.

The Economist. (2009). The halo effect. Available: http://www.economist.com/node/14299211. Last accessed 27th April 2015.

Marketing Charts. (2014). How Influential Are Celebrities?. Available: http://www.marketingcharts.com/television/are-celebrities-that-influential-38018/. Last accessed 27th April 2015.

Nisbett, R, Wilson, T. (1977). The Halo Effect: Evidence for Unconscious Alteration of Judgments. Journal Of Personality and Social Psychology. 34 (4), 250.

Visit England. (2012). Holidays at home are great TV advert | Great 2012 Offers. Available: https://www.youtube.com/watch?v=viCZ4XjTliY. Last accessed 27th April 2015.