Abstract:
Having a celebrity endorser is one of the most common and effective methods to advertise a product. Interestingly however, having male celebrities as endorsers of feminine products has recently become the trend. This study aimed to explore this phenomenon qualitatively and determine how male celebrity endorsers communicate the persuasive messages within the advertisements. Five brands –Tonymoly, Nature Republic, Tide, Whisper, and Silka –were chosen through purposive sampling and their advertisements were subjected to textual analysis to evaluate their messages and content. Using Elaboration-Likelihood as a theoretical framework, the researcher analyzed both the visual and verbal content of the advertisements as to whether they exhibit and capitalize on the elements of erotic capital, which is assumed to be used as a peripheral cue to persuade the female target public.
Several recurring themes were found during the analysis including Emphasis on Physical Appearance, Illustration of an Ideal Girlfriend, Portrayal of Male Endorsers as Boyfriends, Association of Identities of Product and Endorser, Establishment of Connection with Viewer, and Trace of Superiority. These lead to the conclusion that male endorsers do utilize their erotic capital as a peripheral cue to persuade women, with beauty as the most prominent element, although product-relevant arguments are also used to tap the central route. An implication is that it reflects society’s patriarchal views with the way male figures exercise dominance over women when it comes to choosing what products to use and adopting certain behaviors.
Keywords: celebrity endorsers, advertising, feminine products, textual analysis, erotic capital, elaboration-likelihood model.
