10.1 Celebrities We tend to pay attention to famous people. That's why they're famous. Ads often use celebrities grab By appearing in an ad, celebrities implicitly endorse a product sometimes the endorsement is explicit.
10.2 Experts We rely on experts to advise us about things that we don't know ourselves. Scientists doctors, professors and other professionals often appear in ads and advocacy messages, lending their credibility to the product, service, or idea being sold.
10.3 Plain folks This technique works because we may believe a regular person" more than an intellectual or a highly-paid celebrity. It's often used to sell everyday products like laundry detergent because we can more easily see.