Social Psychology: The “Halo Effect” and “Solidarity” in advertising

Leiss et al (1986) talks about the importance of advertising for a business, and how advertisers have to look at different methods in order to be most effective, especially in an ever changing world with more and more competition for the audience’s attention. Social psychology, as reported by Snyder and DeBono (1985), is used by advertisers as a tool to reach and persuade their audience through appealing to their psychology. Different theories, such as the ‘Halo Effect’ and a focus on ‘Solidarity’ are amongst those advertisers try to use to their advantage.

The Halo effect comes from social psychology, which according to WikiNoticia (2011) was first investigated by Edward Thorndike in 1920. WikiNoticia goes on to define the halo effect as basing a whole opinion on somebody based purely on a good first impression. For example, because somebody is attractive looking, we naturally associate other positive traits to them, such as intelligence. Root (no date) explains how advertising use this theory in order to make their product more attractive; there are two main routes which are celebrity endorsement or using a brands good name in order to promote, also known as Umbrella Branding. An example of umbrella branding, according to CMA (2013) would be the Virgin Enterprise that does holidays, airlines and megastores. Hilpern (2006) explores the idea of using celebrity endorsement in order to achieve the halo effect; it would appear that celebrity endorsement is increasingly used in the hope that the affection for the star will in turn rub off onto the product advertised. Using celebrity endorsement does have its risks, as Hilpern (2006) explains, if the celebrity is involved in a scandal then the negative feelings toward the celebrity could also follow the company but she concludes, the majority of the time making use of the halo effect results in profit for both the company and celebrity. 

Image One

These print adverts, shown above (image one) used in February of this year are celebrity endorsed with a popular actress named Jennifer Lawrence and are a perfect example of the halo effect. This is because they have used a popular actress that stars in a recent popular film trilogy and is held high in public opinion, as according to Gritten (2013), Jennifer Lawrence is ranked 3^rd out of 100 most valuable stars. Because the viewers have a positive images of Jennifer Lawrence, arguably caused by her attractiveness (Reported by Davidson (2015) to be ranked 3^rd out of 100 sexiest women) and likability, they transfer this to Dior’s brand, the company of the items she is advertising.

Another social psychology theory used in advertising is the solidarity approach. O’Shaughnessy and O’shaughnessy (2004) discusses how with using this approach, accepting a brand will equate to group solidarity, which in term will help the consumer’s perception of worth. Rosenthal (no date) reflects this through relating why solidarity adverts appeal to so many to Maslow’s hierarchy needs where self-esteem is featured; the feeling of unity furthers the self-esteem.  Advertisers are attempting to harness this, which could also potentially border on peer pressure as the consumer is feeling pressured to adopt the brand in order to feel accepted. 

For example, the Skechers 2015 advert, as shown above, shows group solidarity that would appeal to the consumer’s self-esteem if they could be part of it. The advert shows different types of healthy young males and females doing high intensity sport with the only link between them all being the Skechers shoes. Because the shoes are the only link, it creates the impression of a solidarity group which the target audience would want to be part of, which should increase sales. To further this appeal, attractive actors are used, which could also relate to the Halo effect. The drawback of this advert could be that using attractive actors would make the target audience disengage as they could potentially feel it is unattainable to be a part of that group, and so damaging to their self-esteem.

Both of these theories from social psychology are effective when coupled with advertising but in different ways. Where-as the halo effect works more towards an aspirational want if nothing else, solidarity advertising is more inviting and inclusive to order to attract the consumer. In conclusion, coupling the use of social psychology and advertising is an astute move on the advertiser’s part, and is something that will be increasingly used.

                                                                                                                                                                  

References

Apatoff, A. (2013). See Jennifer Lawrence's First Campaign Ads for Miss Dior. [online] PEOPLE.com. Available at: http://stylenews.peoplestylewatch.com/2013/02/22/jennifer-lawrence-miss-dior-handbags-ad/ [Accessed 30 Apr. 2015].

CMA, (2013). Increase Marketing Power with Umbrella Branding. [online] The-cma.org. Available at: http://www.the-cma.org/about/blog/increase-marketing-power-with-umbrella-branding [Accessed 30 Apr. 2015].

Davidson, R. (2015). Michelle Keegan beats Kendall Jenner and Jennifer Lawrence to be crowned FHM's Sexiest Woman In The World 2015. MailOnline. [online] Available at: http://www.dailymail.co.uk/tvshowbiz/article-3057688/Michelle-Keegan-crowned-FHM-s-Sexiest-Woman-World-2015.html [Accessed 30 Apr. 2015].

Gritten, D. (2014). The rise of Jennifer Lawrence - Hollywood's most charismatic leading lady. The Telegraph. [online] Available at: http://www.telegraph.co.uk/culture/film/film-news/10463628/The-rise-of-Jennifer-Lawrence-Hollywoods-most-charismatic-leading-lady.html [Accessed 30 Apr. 2015].

Hilpern, K. (2006). The halo effect: The pros and cons of celeb endorsement. The Independent. [online] Available at: http://The halo effect: The pros and cons of celeb endorsement [Accessed 30 Apr. 2015].

Leiss, W., Kline, S. and Jhally, S. (1986). Social communication in advertising. Toronto: Methuen.

O’Shaughnessy, N. and O’Shaughnessy, J. (2004). Persuasion In Advertising. 1st ed. [ebook] London: Routledge. Available at: http://kczx.hnu.cn/G2S/eWebEditor/uploadfile/20111015235118_954896539669.pdf [Accessed 30 Apr. 2015].

Root, G. (n.d.). Halo Effect in Advertising. [online] Small Business - Chron.com. Available at: http://smallbusiness.chron.com/halo-effect-advertising-11909.html [Accessed 30 Apr. 2015].

Rosenthal, R. (2014). 5 Psychological Tactics Marketers Use To Influence Consumer Behavior. [online] Fast Company. Available at: http://www.fastcompany.com/3032675/hit-the-ground-running/5-psychological-tactics-marketers-use-to-influence-consumer-behavior [Accessed 30 Apr. 2015].

skechersgermany, (2015). TV Spot 2015 - SKECHERS Sport für Frauen und Männer mit Skechers Memory Foam. [video] Available at: https://www.youtube.com/watch?v=NllJ22DCWk8 [Accessed 30 Apr. 2015].

Snyder, M. and DeBono, K. (1985). Appeals to image and claims about quality: Understanding the psychology of advertising. Journal of Personality and Social Psychology, 49(3), pp.586-597.

WikiNoticia, (2011). Halo effect. [online] En.wikinoticia.com. Available at: http://en.wikinoticia.com/lifestyle/psychology/79895-halo-effect [Accessed 30 Apr. 2015].

 

Gender Stereotyping in Advertising and the Social Implications

Whether we realise it or not, we are bombarded with gender stereotyping in advertising that is thrusted at us every single day. Because of the volume of these advertisements and the impressionable viewers, it can be extremely damaging to our society.  Gender stereotyping, according to Psychology Dictionary (no date) is ‘overgeneralised’ behaviours and attitudes considered normal for a person based on their gender. Already, it is obvious that trying to assume all of one group of individuals should act in a certain way based purely on their gender is never going to lead to a happy ending, only more concerns and problems.

Considering the male stereotype portrayed in advertisers, for example image A (shown below), viewers are told that, as a male, you should be muscular, powerful and showing no emotion. These unrealistic expectations shown are only going to lead the viewer’s unhappiness and ever-lasting disappointment when they themselves cannot be this seemingly ultra-masculine ideal. Vawter (2015) mirrors this view, with results finding that stereotypes that males feel they have to live up to, such as not crying and being able to financially provide for others, are often bearing down on them.

 

Image A

Unerman (2015) finds that the advertising industry is still focused on the gender stereotype of a weak woman focused on serving her man, who is intelligent and powerful. Image A supports Unerman’s findings; the advertisement shows a woman that is attractive but ultimately an object to be overpowered by a male, furthering their ‘powerful’ image. Another example of this is shown with Image B (shown below) where the male is shown blank-faced with his arm around his trophy, a naked woman. 

Image B

Advertisers may argue that sex appeal sells, which is their main concern, but they are not considering how demeaning this is to women and the way in which it restricts how men feel they can interact with the opposite gender whilst still striving to maintain their masculine image. Wilson (2011) draws on how males are shown to be self-sufficient, without needing to rely on anybody else. Showing a lack of need for a support network can lead to the male viewer feeling isolated when trying to imitate these ideals. When influenced as heavily as we are by the advertising, it can lead to feelings of being abnormal and wrong to act in a more individual way that deviates from the gender stereotype shown. A common source of humour in adverts is through showing an unexpected trait of the gender stereotype, such as when a male shows emotion, like crying. This is because it is deemed to be ‘feminine’ trait; as an audience, we might find this amusing but it only furthers the gender stereotypes and results in the viewer’s feeling that in day to day life, a male showing emotion is inappropriate.

Adverts such as Image C (shown below), often use gender stereotypes in order to be humorous. Whilst some may argue that these gender based advertisements are simply harmless fun and that it shouldn’t be read too much into, a study conducted by Vawter (2015) found that 91% of both males and females believed gender stereotyping can be harmful, deconstructing that we perhaps shouldn’t read too much into advertisements as it is clear that we are influenced by what we see. 

Image C

For example, image C promotes a view that females are not very intelligent and would rather talk about fashion than a serious discussion. According to the Focus News Agency (2015), women on average are still paid 16.4% less than men for the same job; is this equality, based purely on gender, a result of gender stereotypes in advertising? Sutherland and Sylvester (2000) state that advertisers play to the consumer, effectively arguing that it is down to the viewer what gender stereotypes are shown. Based on this, it could be deemed that advertisers are only using what is considered an acceptable stereotype in order to communicate better with the audience. This is in contrast to Odekerken‐Schröder (2002), who certainly believes that the perception of women in society is created and supported through that society’s advertisement. Maybe it is time to consider the social implications of advertisements that portray woman as only being able to do household chores and that only the male can make any meaningful decisions, such as buying a car. Undermining females in this way would appear to lead to inequality but could also be restricting males into a rigid mould resulting in disillusionment.

Shah (2012) argues in the defence of advertisers, drawing attention to the core value of advertising which is giving the consumer what they are wanting; image A is only like that because it perhaps is what the viewer wants to see. Djs Research (no date) supports this by discussing how important market research is before any advertising takes place, again furthering that viewers are themselves dictating what gender stereotypes are acceptable. Whilst these points may seem reasonable, they are not. The perceived gender stereotypes are mostly down to advertisers brainwashing the audience as to what is acceptable, advertisers are not giving the consumer what they want but instead what they want the consumer to want.

As Odekerken‐Schröder (2002) concludes, to reduce and eliminate gender stereotyping, we first need to change the roles portrayed in mass media and advertising.  Nixon (2003) draws on experiences of females in the advertising industry, one seemingly dominated by these masculine men that are not welcoming to new gender expectations, rather sticking with the same worn stereotypes we see every day. Based on this, it would seem that the industry must first be more accepting of individuals rather than gender and perhaps, it should fall to the viewer to not accept these outdated stereotypes, in order to combat this social issue which fundamentally is perpetuated by advertisements.

                                                                                                                                                                 

 

References

Djs Research (no date) Media and PR Market Research [online] available from: http://www.djsresearch.co.uk/subLevels/subLevel/10/Media,+Advertising+and+PR [accessed 13/04/2015]

Focus News Agency (2015) Women earn 16.4 percent less than men in EU [online] available from: http://www.focus-fen.net/news/2015/03/05/365164/women-earn-164-percent-less-than-men-in-eu.html [accessed 13/04/2015]

Image A: Spargo, C (2015) [online] available from:  http://www.dailymail.co.uk/news/article-2999045/Dolce-Gabbana-fire-just-days-referring-children-born-IVF-synthetic-critics-discover-ad-depicts-woman-gang-raped.html [accessed 13/04/2015]

Image B: Lackie, D (2014) [online] available from: http://davelackie.com/charlie-hunnam-for-klein/ [accessed 13/04/2015]

Image C: Creative Ads (2014) [online] available from: http://creative-ads.org/wp-content/uploads/2014/02/talking-about-shoes-sexist-ad.jpg [accessed 13/04/2015]

Lukas, S (2012) roles [online] available from: http://genderads.com/page3/slideshow/ [accessed 13/04/2015]

Nixon, S (2003) Advertising Cultures Gateshead, UK. Sage Publications

Odekerken‐Schröder, G.  De Wulf, K.  Hofstee, N. (2002) "Is gender stereotyping in advertising more prevalent in masculine countries?: A cross‐national analysis", International Marketing Review, [online] Vol. 19 Iss: 4,408 - 419  available from: (http://www.emeraldinsight.com.proxy.worc.ac.uk/doi/full/10.1108/02651330210435690 [accessed 13/04/2015]

Psychology Dictionary (no date) What is GENDER STEREOTYPES? [online] available from: http://psychologydictionary.org/gender-stereotypes/ [accessed 13/04/2015]

Shah, A (2012) Media and Advertising [online] available from: http://www.globalissues.org/article/160/media-and-advertising [accessed 13/04/2015]

Sutherland, M. Sylvester, A. (2000)Advertising and the mind of the consumer. 2nd Edition. South Australia, Allen & Unwin

Unerman, S (2015) Is adland's gender politics dated? [online] available from: http://www.campaignlive.co.uk/opinion/1341490/ [accessed 13/04/2015]

Vawter, E (2015) Statistics prove media stereotypes are harmful to boys too  [online] available from: http://www.sheknows.com/parenting/articles/1078956/how-media-affects-boys-self-esteem [accessed 13/04/2015]

Wilson, K (2011) Gender And Media Representation [online] available from: http://mediaknowall.com/as_alevel/alevkeyconcepts/alevelkeycon.php?pageID=gender [accessed 13/04/2015]