If Kate voted Conservative, would you?
The role of celebrity endorsements in political party advertising
Ekant Veer, Ilda Becirovic and Brett A.S. Martin School of Management, University of Bath, Bath, UK
Purpose - This research has been conducted with the aim of determining if celebrity endorsers in political party advertising have a significant impact on UK voter intentions. The use of celebrity endorsements is commonplace in the USA, but little is known about its effects in the UK. This research also aims to incorporate the use of celebrity endorsements in political party advertising with the political salience construct. Political salience represents how prominent politics and political issues are in the minds of the eligible voter.
Design/methodology/approach - A 2 (endorser: celebrity; non-celebrity) £ 2 (political salience: high; low) between-subjects factorial design experiment was used. The results show that celebrity endorsements do play a significant role in attitudes towards the political advert, attitudes towards the endorser and voter intention. However, this effect is significantly moderated by political salience.
Findings - The results show that low political salience respondents were significantly more likely to vote for the political party when a celebrity endorser is used. However, the inverse effect is found for high political salience respondents.
Practical implications - The results offer significant insights into the effect that celebrity endorsers could have in future elections and the importance that political salience plays in the effectiveness of celebrity endorsement. If political parties are to target those citizens that do not actively engage with politics then the use of celebrity endorsements would make a significant impact, given the results of this research.
Originality/value - This research would be of particular interest to political party campaigners as well as academics studying the effects of advertising and identity salience.
Keywords Politics, Advertising, Celebrities, Political parties, Elections, United Kingdom
Paper type Research paper
The question of engaging voters in political elections in the UK has gained an increasing amount of attention (BBC1, 2001). This is to a large extent due to a historical drop in voter turnout at the country's general elections, a fact that was highly documented during the 2001 election by political analyst Tony King, claiming that; "There are certainly absolutely no signs in the voting figures out tonight, that this is a government that has successfully re-connected the people with politics" (BBC1, 2001). In 2001, the excitement at the general election was at its all time low, with turnout going under 60 per cent for the first time since the First World War, the result of a 12 per centage point drop from its 1997 level. Furthermore, the 1997 election was the first time turnout had dipped below 72 per cent since 1935. The elections in May 2005, showed an...