Benevolent

"Friend figures" in ads are those presenters whom we trust or like because they suggest people we would like to be, to be with, or be liked by. Often, such friend figures are described in terms of charisma, personality, or charm.

In ads, such friends can range from realistic "plain folks" to idealized "beautiful people" of our wish-fulfillment dreams, or even "cute" fictional characters, cartoons and animals. (Met Life uses Charlie Brown cartoons so that this large insurance corporation seems more "friendly.")

Some of these images play to our fantasies of being the center of attention, of having lots of friends to play with, of being noticed and admired, of being surrounded by admiring fans. (Every kid playing basketball alone on an empty court probably does so with an imaginary audience and sound-track.)

Michael Jordan is probably the best example of a "friend figure" used in ads; in addition to his expertise in basketball, he has great charm and seems so friendly. "Be like Mike" is a good slogan! (For an interesting analysis of MJ's unique image in ads, read Henry Louis Gates, Jr. "Net Worth" in The New Yorker, June 1,1998).

Advertisers do not expect us to make conscious decisions based on such images, to act like robots and go out and buy a product simply because a friendly hero endorses it. But, subconsciously, we do imitate and model our behavior after people we like and admire.

Not only will the presenter be "on our side," but the identification will also be implied by the context, the background scenes, and the background music linking with the audience. If the ad targets an age group (young mothers, in their 30s), the favorite songs of that group (10 years ago) will be used.

Fictional characters used as "friend figures" usually are described as being "cute." Kids grow up with all sorts of cute, friendly animals trying to sell them something. Older children seldom understand how these dolls and cartoons are licensed and franchised. Younger children don't even understand that these characters are not real.

"Friend figures" in politics are important. Both Presidents Ronald Reagan and Bill Clinton, on opposite sides of the political spectrum, had great personal charm, a quality lacking in Presidents George Bush and Gerald Ford.

Flattery of the audience is a common tactic to build confidence.

Persuaders often appeal to our vanity and pride. When someone "sincerely" flatters us, we feel good about them and are apt to trust them because they recognize our value, they are "on our side."

(You knew that, didn't you?)

The best persuasion isn't noticed: it is that which soothes, lulls, relaxes, creates trust, seems natural, and credible.

If flattery is well done, we'll never notice it. If it's overdone and obvious, we might become suspicious. But, even then, flattery has a persuasive way of convincing us that perhaps we do deserve the praise directed our way.

Parents and teachers are apt to point out our errors and our faults. Kids get tired of hearing that such critical advice is "for your own benefit."

No wonder kids like ads. Advertisers never criticize. They flatter and praise their audience, saying that they're "on our side."