I Am Chinese

Source Factor

Source Creditability:

SK-II has chosen actress with different characteristics to celebrity its products.

In the ads, SK-II appointed Sinje Lee and Kei Kei to conduct their Spokesmen. They both with experience to using this product, there are most effective when they are knowledgeable, experienced to talk about the product they are endorsing, it is more persuasive than one with less experience.

Source Attractiveness:

Similarity – SK-II has chosen the actress with different middle-ages and talking about their life in the ads. As we all know SK-II products are focus on middle-ages women. The ads used to create a situation where the consumer feels empathy for the person shown. Usually starts can present a predicament with the hope of getting the consumer to think, "I can see myself in that situation". Thus establish a resemblance between the source and recipient of the message. For example: Kei Kei is similar as the housewife. She enjoys her family life.

Familiarity – Sinji Lee and Kei Kei are famous actress and model. Sinji Lee is well-known singer and file actor in Hong Kong and Taiwan. Her husband is the famous Hong Kong director – Mr. Peng Sun. Kei Kei is Hong Kong's famous model and the wife of Hong Kong film actor – Simon Yam and they have one daughter. Actually, they both all know in Hong Kong and Taiwan even Taiwan SK-II also have locate TV ads of both spokesmen.

Likeability – SK-II is a superior brand, so they must match the product image, the characteristics of the target market and the personality of the celebrity.

Kei Kei with a good personal image and noble, elegant temperament, she has a good family life and successful in her model job. Sinji Lee with a young and pleasant appearance, also has a good family life, doesn't use drugs and successful her actor job. The most important is they both with actually uses product in real life.

Message Factor

Message Structure:

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