Testimoniales, endorsements y celebrities en publicidad. Un análisis empírico de las estrategias publicitarias en el Festival de Cannes, 2010-2020

Jorge David  Fernández Gómez; José  Berenguel Fernández; Antonio  Macarro Tomillo

doi:10.26441/RC21.2-2022-A7

Authors

Jorge David Fernández Gómez Universidad de Sevilla https://orcid.org/0000-0002-0833-6639
José Berenguel Fernández Universidad de Cádiz https://orcid.org/0000-0002-1537-3593
Antonio Macarro Tomillo Universidad de Cádiz https://orcid.org/0000-0002-2192-5745

DOI:

https://doi.org/10.26441/RC21.2-2022-A7

Keywords:

testimonials, celebrities, endorsements, advertising strategy, brand management

Abstract

This work addresses the concepts of testimonials, endorsement and celebrities from an advertising strategy and brand management perspective. Our goal is to study the way in which advertisers and advertising companies have used testimonials and the image of celebrities with commercial or corporate purposes in the context of advertisements included in the Cannes Film Festival from 2010 to 2020, within the Iberoamerican sphere. In order to do this, a content analysis was carried out of 280 pieces. In addition to quantifying the presence and strategic implications of the use of celebrities, it also provided data and conclusions concerning the endorsement technique and the use of advertising testimonials in general. Strategic positioning, types of objective, way of endorsement and celebrities characteristics have been analyzed. Results indicate that testimonials have been used in 41,1% of the commercials, highlighting the common person (62,1%), followed by the celebrity (25,0%). Strategically, hybrid purposes are important (48,3%), user positioning (55,17%) and attributes (42,2%). And the co present mode as the principal way of endorsement (89,3%). According to celebrities characteristics, it can underline familiarity (76,9%), the unique character (51,9%), generation of interest (42,3%) and fame (34,6%). This research concludes the relevance of testimonials in Iberoamerican advertising, in the way that types of endorsement and use of testimonials have strategic implications for branding.

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Author Biographies

Jorge David Fernández Gómez, Universidad de Sevilla

Doctor en Publicidad y Relaciones Públicas (mención premio extraordinario) por la Universidad de Sevilla y profesor del Departamento de Comunicación Audiovisual y Publicidad de la misma universidad. Sus líneas de investigación son la estrategia publicitaria, el brand management, la comunicación política y la cultura de masas. jordav@us.es

José Berenguel Fernández, Universidad de Cádiz

Doctor en Publicidad y Relaciones Públicas por la Universidad de Cádiz y profesor del Departamento de Marketing y Comunicación de esta misma universidad. Sus líneas de investigación son la planificación de medios, los métodos y técnicas de Investigación de medios y audiencias y la eficacia publicitaria. jose.berenguel@uca.es

Antonio Macarro Tomillo, Universidad de Cádiz

Licenciado en Publicidad y RR.PP. con Diploma de Estudios Avanzados (DEA). En la actualidad, compagina su actividad profesional como consultor estratégico en investigación de mercados, con la docencia universitaria en el Departamento de Marketing y Comunicación de la Universidad de Cádiz. antonio.macarro@uca.es

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