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

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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].