Task 3-Persuasive Techniques Comparison: USP and Celebrity Endorsements (part 2)

Persuasive Techniques comparison

Celebrity Endorsement and unique selling point adverts

Unique selling point adverts (USP),are adverts that have a specific feature that makes them stand out or makes them more appealing to the consumer. Adverts that have a unique selling point tend to emphasize the fact that the product in some way,is different from something the consumer would normally buy. For example the advert below is promoting the new Jordan shoes by Chris Paul. In the advert, it shows text that says "Don't Blink" and "Incredible quickness,for unpredictable moves". This suggests that if you buy these shoes, you will be able to have "incredible quickness" and play basketball with "unpredictable moves". The blurry images in the background makes it look like Chris Paul is moving fast, Which further re-emphasizes the point that the shoes make you a better basketball player and that you will look good when wearing them. This is the unique selling point of both the advert and product.

 

Celebrity Endorsement adverts are adverts which use well known celebrities to promote the product or service. These adverts often attract the attention of consumers by using the celebrity to make the product look good. For example the advert below shows the well known nba star Blake Griffin playing basketball while wearing shoes from footlocker. The fact that Blake Griffin is wearing shoes from footlocker, makes the brand look more professional and cool to the consumers. Using celebrities in adverts, makes consumers feel as if they are at the same level or status as the celebrity because they are using the same product or service as the celebrity. These adverts are recognisable because they usually have a celebrity promoting the product or service.


The main difference between these two techniques is that Unique selling point adverts use a specific feature of the product or service to promote the product, while celebrity endorsement adverts use celebrities to promote the product. Another difference between Unique selling point and celebrity endorsement is that USP adverts try to compete for the consumers attention by saying their product is "different" unlike celebrity endorsement adverts which rely on the celebrity to promote/sell the product to the consumers, by making it look good.

I think celebrity endorsement is the best persuasive technique to promote products to a younger audience. This is because young people nowadays look up to celebrities and aspire to be just like them, So i think this would be the most effective way to target a young audience.