Final answer:
La Wear uses admiration as an advertising appeal by appointing famous personalities as brand ambassadors, creating aspirational value to influence consumer purchases. This is an established marketing strategy within the luxury brand segment that seeks to leverage the status of celebrities to boost brand desirability and sales. c) convenience
Step-by-step explanation:
La Wear, a very expensive brand of clothing and accessories, uses admiration as the type of advertising appeal when appointing famous personalities as its brand ambassadors. This appeal leverages the status and appeal of celebrities to foster a connection with potential customers. It operates on the premise that the positive attributes of the ambassador are transferred to the brand in the eyes of the consumers, thus increasing the product's desirability. The effect is similar to what has been observed in studies such as those conducted by Cialdini in 2008, which found that products associated with attractive models were rated more favorably.
By choosing brand ambassadors that are well-liked and respected, La Wear hopes to tap into their fan base and influence consumer buying decisions. For instance, just as Beyoncé's endorsement might persuade her fans to buy a certain perfume, La Wear's ambassadors might inspire their followers to purchase La Wear products. Companies aim to capitalize on this celebrity influence because ambassador-referred customers tend to be more valuable, therefore it's a strategic investment as seen in studies on-campus advertising.
Successful advertising campaigns such as those by Abercrombie & Fitch, which utilized the concept of casual luxury and East Coast yacht club imagery, play into consumers' aspirations. By appointing celebrities and influencers, La Wear is essentially selling a lifestyle or dream, similar to how other luxury brands have positioned themselves historically through their marketing efforts.