We think that testimonial is the most widely used media tool.

We can practically see advertisements everywhere, on the streets, in magazines and newspapers as well as on television. A very popular example of testimonial advertising is Roger Federer for the brand Nike. Nike is just one of the many sports-related companies that create their identity and promote their products using famous sportsmen and sportswomen. Also, there are even companies that use celebrities (with no direct link to their products) in their advertisements, just like how the band S.H.E. promotes FreshLook contact lenses.

This method is especially used in advertisements when promoting a product with a famous brand name that is very appealing to the audience. For example, in the case of Brad Pitt being the spokesman for Tag Heuer, the company utilises the already-established popularity of Brad Pitt, making the audience think "if my Brad Pitt is using that Tag Heuer watch, I am going to have one too." The audience may also be subconsciously influenced into thinking that the product must be of high quality, so much so that such a famous celebrity is endorsing it.

Celebrities and their endorsements are interdependent. They simply complement each other on the path to riches and fame. In fact, the testimonial method is used very widely in Asian counties, where celebrities in Taiwan or Korea portray a cute nature while promoting products.

Done by Serena, Chelsia, Joel & Brian (09S06J)