Effect Of Positive Emotion On Spokesman Advertisement

It is very important to choose a good endorser. Different endorsers tend to have different effects,A lot of psychologists have done researches regarding to this issue. And they found that emotionis the key element which determines the effectiveness of the advertisement. However, most ofearlier researches focused on the celebrities, and few of them focused on the emotions non-famousendorsers evoked. And fewer have tried to manipulate the emotion induced by the endorsers andcompare the ad effect between the celebrity endorsers and the noncelebrity ones.The study explores positive emotion’s effect on the endorsement advetrising. The firstexperiment selected the celebrities and noncelebrities who can evoke people’s emotions, andinvestigated the effect of the ads they endorsed. The second experiment chose the endorsers whoevoke subjects’ neutral emotion, and we added the emotional pictures into the ads, as we try tofigure out when the celebrity and noncelebrity endorsers evoked equal emotion，what wouldimpact the effectiveness of the ads; the third experiment tries to add a brief introduction regardingthe endorsers into the ads, and change the subjects’ emotion toward them. The forth experiment isa practical application of the results of above experiment, we chose the real and less effective ads,and we changed the emotion the endorsers evoked, then we measure the advertisement effect. Theresults showed that:(l) emotion evoked by the endorsers is of great importance, the ones evokedpositive emotions tend to have a better advertising effect;(2)when the celebirty and thenoncelebrity evoke the same emotion, they will also have the same ad effect;(3)when we add somepictures to induce endorsers positive emotion, we can significantly enhance the adeffect;(4)when we induced the subjects positive emotion toward the endorsers, the ad effect isbetter;(5)as for the real advertisement, evoking subjects’ positive emotion can significantlyimprove their attitude toward the unsuccessful advertisement;(6) However, for the real ads,evoking subjects’ positive emotion have less significant effect on the brand attitude and purchaseintention. The results have a certain sense of inspiration and guidance for endorser selection.