Revealed: The Perfect Smile To Use In Advertising

Revealed: The Perfect Smile To Use In Advertising
SHARE
THIS



More proof there appears to be a study into just about everything these days comes new findings into the ideal smile for celebrity endorsements and advertising.

The study found a “genuine smile” can boost the persuasive appeal of celebrity endorsers and even counteract negative perceptions of the brand among consumers when the celebrity’s reputation has been tarnished.

Screen-Shot-2017-10-19-at-3.10.54-PM

Monash Business School’s Associate Professor Jasmina Ilicic in collaboration with the University of Newcastle’s Dr Alicia Kulczynski and Associate Professor Stacey Baxter, found that a ‘Duchenne’ smile was seen among consumers as more genuine versus a ‘fake’ smile where only the corners of the mouth are raised.

The study, published in the Journal of Advertising Research (JAR), explored the impact of a celebrity with a “Duchenne” smile in a print ad on 340 consumers.

A “Duchenne” or ‘genuine’ smile is where the corners of the mouth and cheek are raised, the eyelid lowers and wrinkles or “crow’s feet” appear around the eyes.

In the experimental study, half the participants were shown a print ad of celebrity Ricky Martin with a Duchenne smile endorsing the brand Logitech, while the other half were shown the same ad but with a fake smile, before being asked to rate their attitude toward the celebrity and intention to buy the product.

Consumers who already held negative views of the celebrity reported significantly higher perceptions of celebrity genuineness when that same celebrity was featured depicting a Duchenne smile.

Associate Professor Ilicic said the findings provided an interesting case point for marketing professionals worldwide.

“It is not uncommon for a celebrity endorser to become entangled in controversy, like the infamous doping scandal surrounding Lance Armstrong in 2012 resulting in Nike terminating the endorsement deal,” Professor Ilicic said.

“But what we’ve shown here is that the genuine smile can be a powerful tool for marketers in advertising campaigns because it could help them to overcome negative associations with the celebrity endorser and their brand in times of crisis or controversy.

“Perhaps these insights might set a new trend in the advertising world where cutting ties with a celebrity after controversy might not be necessary to restore image and favourability.”

Dr Alicia Kulczynski, co-author and senior lecturer at the University of Newcastle, said a genuine smile also resulted in the greater likelihood of consumers going on to purchase the product being endorsed.

“An authentic smile was also associated with an increased likelihood of consumers purchasing the brands’ product because of its power to change a consumer’s attitude toward the celebrity and the products they endorse,” Dr Kulczynski said.

Latest News

The Best Time Of The Day To Check Your Emails
  • Opinion

The Best Time Of The Day To Check Your Emails

Bombarded by too many emails? Are the the little buggers taking up more of your time than they effectively should? Well, let Inventium founder and B&T regular Dr Amantha Imber (pictured below) pass on her sage words on tackling your electronic mail avalanche… I have a confession to make. I love checking email. I love how productive I feel smashing through […]

Opinion

by B&T Magazine

B&T Magazine
Culture As A Competitive Advantage
  • Opinion

Culture As A Competitive Advantage

Emma Bannister (pictured below) is founder and CEO of Presentation Studio, APAC’s largest presentation communication agency and author of the book Visual Thinking: How to transform the way you think, communicate and influence with presentations. In her latest B&T post, Bannister says a good office culture brings a myriad of advantages you probably have not even […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi’s This. Film Studio Announces Nat Geo Doco Series On Rhino Conservation 
  • Campaigns

M&C Saatchi’s This. Film Studio Announces Nat Geo Doco Series On Rhino Conservation 

M&C Saatchi Group’s film and television production studio THIS. has revealed its first major project, a two-part documentary series in partnership with National Geographic, Cisco Systems, Canon Australia and Land Rover South Africa. The documentary series, hosted by cricket legend Kevin Pietersen and outback wrangler Matt Wright with conservationist and Canon Australia Photographer, Julia Wheeler, […]

Ovarian Cancer Australia Appoints 10 Feet Tall As Its Integrated Agency Partner
  • Media

Ovarian Cancer Australia Appoints 10 Feet Tall As Its Integrated Agency Partner

Following a competitive pitch process, 10 feet tall is standing proud as the newly appointed agency for Ovarian Cancer Australia (OCA). The agency’s response to a complex brief included a strong multifaceted brand platform that spans all media and includes mainstream media working in conjunction with fundraisers and activations for the charity throughout the calendar […]

Edge Adds BASF Seeds To Client Stable
  • Advertising
  • Media

Edge Adds BASF Seeds To Client Stable

Independent agency Edge has announced its Melbourne office has been appointed to deliver integrated services for agricultural brand BASF Seeds, following a competitive pitch. Edge’s remit spans strategy, creative, advertising, digital and media for BASF Seeds, its InVigor products and its MySeed platform. Dan King, managing director of Edge Melbourne, said the agency was delighted […]

Cropped shot of two men working together with laptop and notepad in a minimalistic workplace enviroment with desklamp and plant
  • Media

Applications Open For 2018 Copy School

Applications have opened for the 2018 Copy School in Sydney, sponsored by NewsMediaWorks, with another world-class line-up of guest creative tutors. Copy School is designed to encourage the best quality copywriting across all channels and engages some of Australia’s leading advertising creative directors and copywriters, as well as news media executives, to pass on their […]