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About Oregon daily emerald. (Eugene, Or.) 1920-2012 | View Entire Issue (June 10, 1985)
Image gives edge to endorsers, study shows By lolayne Haul/ Of IIm Kmcrald The use of celebrity endorsers for products is not tdways as ef fective as advertisers may think, according to a new marketing research study by two business school professors. Unless the image of the en dorser matches the image of the product, advertisers may have a difficult time selling their pro ducts, say Lynn Kahle and Pamela Homer, whose study was published in the current issue of the quarterly journal of Consumer Research. The two researchers found that men don’t buy ’’Edge" disposable razors, a fictitious product used in the study, because they like celebrity en dorser John McEnroe — they buy the product because McEnroe’s physical image niat chos what . they want from. ■ -razors: good.Ipoks. ■' Kahle, says tlje study con- ’ trad ids'' the popular conception among advertisers that celebrity - ■ - Ilk-ability'sella products • "If the images of the product! • arid the celebrity'are'co'ngruent;' ", the fnessage‘oug)it1o get across very well,” Kahle says. The researchers tested >00 undergraduate Univc-tty students over a period at six months to see how the students rated advertisements for “Edge" razors with a variety of celebrity endorsers. The celebrities were selected on the basis of their familiarity to students and student ratings of their physical attractiveness and likability. The celebrities were: • Robert Redford and fadyn Smith, whom respondents rated as both physically attractive and likable;' • Bo Derek and John Travolta, whom students saw as physical ly attractive but unlikable:. • Woody. Allen and Joan Stapleton.- rated as .physically unattractive but likable; and • Howard Cosell and Biljy’ Jean King,, rated as- both physically, unattractive., and ' unlikable. • ’• • . • • ’ McEnroe'., who has been featured’ in- an advertising 'cam paign for real’disposable-razors.. was -rated physically attractive . bnt*.unlliable.- • ’♦ ' •. ’ The study-found that physical ’ attract!' eness was the real sell ing point for “Edge” razors, and likability was not a very im portant consideration in the students' ratings. The overall conclusions of the study lead to a message for advertisers, Kahle says — get celebrities whose public perceptions match the percep tions of the product they are promoting. And Kahle says this kind of thinking is becoming more prevalent among advertisers as they realize the celebrity’s likability is not the only selling point' they -should be considering. A familiar example is’ Karl Malden endorsing American Express Traveler's Checks. Malden is considered • tough,-, street-wise; trustworthy ^—” everything people expect •iti fheir traveler’s checks, Kahle says. • / . • Although many .advertisers. seem tq be" changing their con-. captions .of .effective ad vert is-' • injt. Jhey still seenj, to flcK;k' to popular' figures.- to, endorse a Tmest. anything. • • •For-instance, Mary l-,ou Kef--. {font'jaw hi)$hUghts\af the Orpgop legislature fast week 'Higher Ed • The 'Joint^Ways-ariy^ Moanis salary'-jiutjcqinmift'ee'- probably’^. ;' will, iipjjrbve tho.f$49 ^million .StateSystom pf,Migl\nr Ecluca- , tibn.’facility- salary . increase To* ; ■ day-, Sen .* Ed.Fadeley:. Il-'Kug^Bne • and •subc^>hinjitteo* chair • said Saturday^ • •*' •Although. the °sttlk;»fiiinitte«, - had*not votad/yet.'Faduley said nil bf.tlibse on.lhe committee in v dilated they'wolild -support the $40 million » increase!, the amount .recommunded by Gov. • ’ Vic. Atiyeh. ‘ . , "The, salary increase - vvilj "catch up- fpl the past and.pro . vide some improvements.'a* . well,”• Fadeley said. -. The salary increase w.as-the slate- system’s top"funding ; priority for. 1985-86 and was the subject of intense lobbying/by University faculty. Taxes In an attompt to balance the' state general‘rand budgetM the Senate approved a package of bills that would raise cigarette and income taxes by $255 million. The (Senate tax increase, which is $H million more than that approved by the House, ex tends the cigarette tax to in clude cigar, pipe and chewing tobacco and makes some depreciation allowances retroactive to 1984 income tax returns. The three bills approved by the Senate would continue an $85 tax credit per person in stead of a $1,000 personal ex emption, increase state tax on cigarettes by 18 cents a pack, and link state laws to federal in come tax codes with less generous depreciation allowances. Expenses/ • The Iqin.t Ways and Means Committee has approved a ■■ budget ■ for. the legislature's operations; that.includes money to raise" expense allowances for • the WO lawmakers.. . •'.But the money cannot be . spent. • unless' the' ■ Legislature . passes a separate bill.to raise the allowances. ■ The measure, which -.goes to the' Housfc, provides ,$i2.4 million for general expenses of the current session, interim ex !° ponses and est united costs of thp 198.7 session. The ap propriation is up 8.8 percent from the current budget. . . in addition, separate budgets pay for'the Legislature's staffs of lawyers and revenue and budget. analysts. Overall, the . Legislature costs about $14 million a year to operate at- cu'r . rent .spending levels. .Th.o bill includes funds, that would raise members’ expense allowances during sessions from $44 to $51 a day. increase the allowance between sessions ' from $300 to $400 a month and give larger mileage payments to SPRING SALE “Specially” Sweet Old Fashioned Stick Candy Trident Mints Velamints Panda Licorice Pars Wha Guru Chew Planter's Jumbo Peanut Blocks Mentos Abba '/.abba Sale limited to stock on hand lawmakers.who represent .lar.gy, ruraldistricts.-- • ' /...... ... ° Miscellaneous •'.The Seh(jte*7u'diciar.y.. fc'qnj miltee/.apprbved a-bifl-fHouse Bill 200>)' th a tw pu Id \ d i y e s t state funds from companies.do ing. business ,in. South Africa, except . those following’.’the Sullivan Principles,J yyhich.' are lion-discriminatory standards.’ •The Senate passed ’ a bill .(Senate..Bill'482) that jwould re quire businesses (hat serve li-.. qupr to Have insurance.to cover damages by drunken drivers who had been patrons of the. establishment. - . • The - legislature approved and sent to Gov, Vic Atiyeh a bill (SB;30) that would make'it a felony to tamper with the odometer of a used car. The of fense- would he. punishable by five years in prison and a $iOO.060 fine. , • The House -approved a measure (HB.2740) calling for annual legislative sessions. The bill wou|d'replace the. current bienrriel sessions- with annual sessions'not to ex.ceed. 75 days in odd-numbered years and 60 days in even-numbered years. ton, the 1984 Olympic gold medalist in gymnastics, is well known and liked as well as the endorser of everything from Wheaties to McDonald’s because advertisers think her likable personality will sell their products. "Wheaties’ use of Mary Lou Retton was probably not a bad choice,” Kahle says. “She is a prototypical champion.” As for her McDonald’s en dorsements. Kahle suggests the company “would probably be better off sticking with Ronald McDonald.” PARENTS Does you 6*11 year old: whine, complain, Ignore your commands, fight with siblings,- •' ... have temper tantrums ’ .. Want to team how to manage these behaviors? Contact Oregon' Research Institute by Augusl" 1st tor parantln'g classes to deal with Iheie and other behaviors "• • " • "* " " : Call 345 9226 ; - ° . . Congratulations Grads & Dads Celebrate at Harry’s .Sunday, June 16 Dinner served from 4-9 p.m Champagne Brunch. from 9 a.m. - 2:30 p.m. • Dinner: Friday and Saturday 5 p.m. 11 p.m live entertainment Friday thru Sunday 8:30 p.m. • 12:30 2200 Centennial Blvd. UUU UUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUlfc LORI I LOVE YOU!!! KEV
