ABSTRACT
When choosing a source or spokesperson, advertisers look for the ability to create identification. Identification occurs when the consumer is able to identify with the source, through fantasy, similar beliefs, common attitudes, preferences, or behaviors. Identification also occurs when the subject of a slice-of-life execution is placed in a situation that is the same or similar to the consumer’s experience. For example, the frustration of having a stuffy nose is something most people can identify with. A medication that relieves the stuffy nose can then be more effectively marketed if the viewer can identify with the person in the ad. (See Executional Framework; Source Characteristics; and Spokespersons And Sources for additional information.)
