Celebrity Ads Ques­tioned

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Ad­ver­tise­ments fea­tur­ing en­dorse­ments by celebri­ties are “less ef­fec­tive” than those fea­tur­ing or­di­nary peo­ple.

Re­search by the Univer­sity of Bath and Univer­sity of St Gallen, Switzer­land, found “keep­ing up with the Jone­ses” was peo­ple’s main mo­ti­va­tion when shop­ping.

Only one in five stu­dents who were shown two mag­a­zine ad­ver­tise­ments favoured the fic­ti­tious, celebrity-en­dorsed one.

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