"Real people" endorsements: Advertising alternative
1984
Gindin, R.
These are easy rules to using real people (i.e., man/woman on the street) in commercials. 1) Know what's to be done-keep the issues up front and stay with them. 2) Choose people who express themselves openly and are likeable. 3) Keep the environment familiar for the people- minimize crowds and equipment. 4) Use guidance, don't push or force the people- natural responses are better. 5) Keep responses spontaneous- stilted responses come across as unbelievable or made-up. 6) Remain confident and patient- use time as an ally. 7) Sustain realness, don't edit the life out- humor, comments, and gestures make responses believable. How this philosophy works is described when "Jack In The Box" commercials were made using "ordinary" customers. (kbc)
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