Use of Endorsers in Magazine Advertisements

Abstract

This study content analyzed 655 full page advertisements sampled from Reader's Digest, Newsweek, Ladies' Home Journal and Esquire for 1980 and 1986. It found that endorsements occurred in about half of the advertisements. Endorsers most used were celebrities (51%), typical consumers (24%), CEOs (14%), and experts (11%). Between 1980 and 1986, CEOs appeared less often, celebrities more often. Advertisements with endorsers generally contained less information. Celebrities most often endorsed personal care or apparel products. The study outlines strategies for advertisers.