En analyse af frontfigurer i danske tv-reklamer og den enkelte forbruger opfattelse af deres troværdighed

Pia E. Hansen & Tine Fester

Student thesis: Master thesis


Advertising has en resent years been under a lot of pressure. The consumers are becoming more and more critical and their expectations are higher and higher. As a reaction to this, companies today use different kinds of front figure in their advertisements to catch the consumer’s attention. This thesis statement is What makes a front figure trustworthy? Based on this statement we want to analyze which of four different chosen front figurers are most credible for the consumer in the moment of exposure. The four front figures are respectively the owners, employees, famous people acting as them self and famous people acting a role. For every chosen kind of front figure, we have drawn up a hypothesis. These hypotheses are either confirmed or invalidated at the end of the thesis. Eight qualitative semi structured interviews have been conducted based on the theoretical framework. The main conclusion of the eight interviews was that the owners turned out to be the most trustworthy kind of front figure in the advertisements. However, the owner has to be sympathetic and easy to relate to for consumers. In addition to this the thesis concludes that famous people as front figures also seem trustworthy to our respondent because they like the fact that famous people vouch for the product in question. It is important to emphasize that the results drawn from the interviews only revolve around the moment of exposure and not the desire of the respondent to buy the product in question. Thus, it is only the front figures trustworthiness in the moment of exposure which is examined.

EducationsMSc in Economics and Marketing, (Graduate Programme) Final Thesis
Publication date2010
Number of pages126