In photo A, this Dove beauty ad represents a credible source because of a couple of different qualities. First of all, Dove is a personal care brand that has been around since the 1950s which, in my opinion, proves that the company has a high level of expertise and trustworthiness. This particular campaign pictured above is the “real beauty campaign”. Dove is not using women that are photoshopped or “perfect”. They are instead using models who are representative of the actual population of real-life women. Therefore, it can be said that they are going against the grain here by showing women that they are beautiful in their own skin and to say that it’s ok not to be “perfect”.

In photo B, this Papa John’s ad represents a non-credible source. The company is using Peyton Manning, a famous NFL player as their spokesperson. Anyone that is even slightly familiar with football, knows who Peyton Manning is. Papa John’s is attempting to gain attention by using him with hopes it will increase revenue. While Peyton Manning was a professional NFL player, I find it very hard to believe that he has expertise in the pizza making business. In addition, Peyton Manning has a financial stake in the company since he owns over 30 franchises personally and Papa John’s is considered the official pizza of the NFL.

In photo C, this Hydroxycut ad represents an attractive source. The ad suggests that by using the weight loss pill, Hydroxycut, you can lose weight fast. The ad uses an obvious photoshopped model who is thin, toned, and beautiful as their source. I personally do not feel as though using an attractive source, like the one in this advertisement, is effective because it is has been enhanced and the results are not real. A person cannot gain muscle and tone without exercise. In fact, the small print even states that “regular exercise and nutrition are essential for achieving your weight loss goals”.  In general, ads with attractive sources are used for attention. The eye is drawn to beauty and by using an attractive source, the ad is guaranteed to be seen. Furthermore, it is human nature to seek perfection. If we think that a product will help us on that journey to perfection, we will be more apt to use it.