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Product endorsements involve someone indicating their approval of a product, often a celebrity or athlete for a fee. Endorsements do not necessarily mean a product is good, and companies use them for advertising. Testimonials can be written or visual, and historically were printed on packaging.
A product endorsement is a form of testimonial from someone indicating that they like or approve of a product. Commonly, product endorsements are solicited from people who are socially prominent, allowing companies to advertise their products with claims such as “as used by such an actress,” or “the official product of company/event X”. It’s hard to miss the product endorsement on product packaging and in advertisements; most companies keep their sponsorships front and center and in the public eye at all times.
The concept of product approval is quite ancient. In England, for example, several companies advertise themselves as “by appointment for the Queen” for hundreds of years, indicating that they enjoy the patronage of the British royal family. Consumers are often seduced by the idea of buying a product that is endorsed by someone rich or famous, as if by purchasing the product, the consumer also becomes affiliated with the person who endorses it.
Modern product approvals can involve contracts for substantial amounts. For example, many sports stars agree to participate in product endorsement campaigns with the knowledge that society will compensate them for the problem; some stars donate the proceeds to charities they support, using the product endorsement as a public relations campaign. In exchange for an endorsement deal, someone could agree to use the product publicly whenever possible, and they could be barred from using products made by a competitor.
A product endorsement does not necessarily mean that a product is good. It just means that the company has managed to work its PR connections to get a big name associated with it. While most people and organizations will try a product before they agree to approve it, this isn’t always the case, and you shouldn’t rely on sponsorships to speak to the quality of the product, especially if you’re concerned about issues like illegal labor or products. adulterated.
Some endorsements take the form of written testimonials, where people write about how the product has changed their lives. Historically, such testimonials were often printed directly on product packaging; Modern testimonials are more commonly included in advertising campaigns, with excerpts only on the packaging. Many companies also use photographs of celebrities on their products to create a visual connection between the author and the product, which is why sports stars appear on your cereal box.
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