Fans of “Pizza Boy” and “Grey’s Anatomy” rejoice! Patrick Dempsey and Ellen Pompeo wear Sweaters! I don’t know what New York and Company is, and frankly I couldn’t care less. All I know is that the actor from “Can’t Buy me Love” has hitched his wagon to this rising star of a product and if I know what is good for me I will gladly follow suit with celebrity advertising.
Such is my thought process when I see this ad for what appears to be clothing starring none other than my favorite celebrities whose image and work portfolio just so happen to perfectly encompass the demographic and target audience (me) that this particular type of clothing was tailored for. In this case I have unfortunately fallen prey to the very convincing psychology in advertising scheme known as Value Expression: Celebrity Advertising.
If I am the type of person who watches these particular programs, then it stands to reason that I have a respect and admiration for the people who act in these programs. Consequently, because I identify and “idolize” this person, I will be more willing to take a second look at the clothing that he (or she) is advocating, and I may very well purchase some of it simply because the celebrity I identify with and admire has brought to my attention that he (or she) looks fantastic in polyester and macramé, and I probably will too.