Do famous faces reduce the effectiveness of ads?

This study from Saddington Baynes reveals insights behind the emotional impact famous faces have on brand advertising.

Human faces are perhaps the single most frequently used visual feature in advertising. A face – especially of someone well known – can bring the reassurance of instant familiarity, association, interest and emotional engagement. Through our ability to rapidly read emotions in others’ faces, using faces in ads can be a short-cut to consumer engagement. Yet, as popular as this strategy is, does it always work? What are the downsides? And is it as effective as it’s always been assumed to be? What if the power of faces in advertising is not as persuasive as often thought? And what’s the...

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