OBSERVATIONS: Elves Make Good Cookies: Creating Likeable Spoke-Character Advertising

Barbara J. Phillips and Margaret F. Callcott

Investigates what factors make spokes-persons in advertisements likeable and effective. In-depth interviews were used in the study.

OBSERVATIONS: Elves Make Good Cookies: Creating Likable Spokes-Character Advertising

Margaret F Callcott and Barbara J Phillips

Although many factors can play a part in advertising effectiveness (Hollis, 1995), this paper examines the dimensions underlying spokes-character likability. This study uses a qualitative method to explore consumer perceptions of spokes-characters in an attempt to answer the broad question What makes spokes-characters likable? The results of this inquiry provide a blueprint for creating likable spokes-character advertising.

SPOKES-CHARACTERS AND LIKING

Liking can be defined as a global positive response toward an object or idea that has underlying cognitive and affective components (Walker...

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