An example of an ad that uses trust are the Windows 7 ads that use “regular family people” to sell the message that you can also be successful if you use the new version of Windows. The ad I cite has a voice-over of a woman as she “creates the perfect family portrait,” demonstrating how easy it is for an average person to perform. As stated in the section on proof by testimony, the audience will react favorably to a message that is delivered by someone who is like them – i.e. they will trust the mom in this ad more than Steve Ballmer or some executive who obviously wants you to buy the product because they will earn more money that way.
An example of an ad that uses expertise is almost any toothpaste ad. The ad I cite (Sensodyne) proclaims that their toothpaste is the recommended by 9 out of 10 dentists. The ad also shows cool diagrams of teeth, and testimony by a dentist, demonstrating that they know more about the structure of teeth than the viewer is likely to, placing them well into the expert category.
An example of an ad that uses dynamism to build credibility is a Geico Ad using their lizard mascot. The Geico gecko has an Aussie accent, and is cute and green. As a plus, the animation of the Geico lizard gives a greater range of facial expressions than would even be feasible for a human actor. The ad I cite as an example actually focuses on this fact, with one of the actors stating, “With all due respect, if I were tiny and green and had a British accent, I’d have more folks paying attention to me too...”
Obama looking for 'whose ass to kick' [Television news broadcast]. (2010, June 8). CNN. Retrieved from http://www.cnn.com/2010/POLITICS/06/07/gulf.oil.obama/index.html
Kurtzman, D. (n.d.). The 50 Dumbest Bush Quotes of All Time [compilation]. About.com. Retrieved from http://politicalhumor.about.com/od/bushquotes/a/dumbbushquotes.htm
Microsoft. (2011, November 9). Create the perfect family photo [Video file]. Retrieved from http://youtu.be/NJeW1teYx5U
figjunk (poster). (2011, April 3). Sensodyne Dentist Testimonial Ad [Video file]. Retrieved from http://youtu.be/d3jHtTmAEgU
602communications (poster). (2010, August 10). Geico: Accent [Video file]. Retrieved from http://youtu.be/W74DroB-dwM