In advertising, each of the Social Influence Principles are used in many different ways. I chose to write about the Liking Principle. This principle uses the idea that, "The more people like you, the more power you have over them." Some factors that influence liking are mere exposure, physical attractiveness and similarity. Physical attractiveness is an important one that brings up the Halo Effect- these attractive people used in ads are seen to stand out from others in a positive way. Because they are attractive, people immediately think they must be smart, funny and friendly. Also, if a person presents his or herself well by dressing appropriately, they will exude power. This can help ads get across to people in a strong way. When a person sees an attractive, beautiful woman using a specific product, that person may then think that purchasing it will make them more attractive. They want to embody the characteristics of that woman and make themselves feel better about the way they look. She may say, "Since the model looks very confident, so will I by using that makeup." People who are more physically attractive are generally more liked.
If an attractive salesman were to go to a person's home, the homeowner may not immediately say no. Instead, they would see a man with great qualities and immediately take a liking to him. As for similarity, people often like what they can relate to. We like familiarity because it can give a sense of comfort. If a person finds what a particular politician stands for similar to their beliefs, they may automatically like them. Another factor that influences liking is ingratiation. This is when a salesman may use brown-nosing, or remember a person's name to seem more personal. By asking how they are doing, the person believes the salesman cares about them. They can strike up a conversation about something in common that will therefore create a much more personal bond.
Through repetition with a well-known, "liked" celebrity, brand awareness will be created. People will become much more familiar with the product. For example, with the use of a famous football player, people will enjoy seeing a different side of them in a commercial. Men will immediately be able to relate if they enjoy football, and therefore will like the brand much more. Peyton Manning does a lot of endorsements that show off his "likable" and humorous side. With a variety of Mastercard scenarios in commercials, people will make sure to watch one they have not seen. When a celebrity is seen acting like a normal person, we can relate to them easier.
http://www.youtube.com/watch?v=v6mfDJ02VCY
