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Group member :

Zhao Qing

Geng Yuyang

Lyu Haoyu

Tian Heqinzhe

1. Brand

YSL : A French luxury brand known for its bold and rebellious style, offering cosmetics, apparel, and accessories. It maintains strong visibility in China with avant-garde marketing strategies.

2. Celebrity

Xiao Zhan : A top-tier Chinese actor and singer with massive influence (over 30M Weibo followers). Recognized for his strong fashion sense and proven ability to drive sales, he has previously collaborated with luxury brands like Gucci and Tod's.

3. Source Credibility Evaluation

- Expertise : Xiao Zhan consistently ranks in fashion lists and has extensive experience in luxury endorsements. YSL holds authority in beauty/fashion.

- Trustworthiness : Xiao Zhan maintains high fan loyalty, while YSL's multiple ambassador partnerships in China (e.g., Li Yuchun, Henry Lau) may dilute exclusivity.

4. Communication Noise

- Challenges :

- Competing endorsements (e.g., Louis Vuitton × Wang Yibo, Fendi × Jackson Wang).

- Xiao Zhan's numerous concurrent partnerships (NARS, Tod’s, etc.) risk splitting audience attention.

Photo credits: App:Rednote

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Group members :

Kok Xin Yi

Li Yilin

Nicole Chong Shan Yee

1. Brand/Product Being Endorsed : Prime Hydration, a trendy sports beverage co-founded by KSI & Logan Paul.

2. Who is the source : Erling Haaland, a Norwegian professional footballer

3. Evaluate Source Credibility :

a. Expertise : Not health experts, but skilled in marketing & hype-building.

b. Trustworthiness : Mixed – Fans trust them, but some doubt due to commercialization & past controversies.

c. Likability : Highly popular among young audiences = strong persuasive power.

4. Noise that could reduce the advertisement's effectiveness

- Saturated market (Gatorade, Powerade, etc.) → Harder to stand out.

- Over-reliance on celebrity hype → Some consumers question product legitimacy.

https://www.instagram.com/p/CwXvVEkLFxR/?igsh=MWJkN241MW1hajVpcA==

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Group members:

1. Aina Batrisyia binti Khairul Azmi

2. Nurul Athira binti Saidin

3. Nurain Najwa binti Mokhtar

4. Li Yanxin

Product being endorse:

Beauty product

link video: https://vt.tiktok.com/ZShqtpSQF/

Who is the source:

Sofea Shra

Analise the persuasiveness

. Promote the make up product by showing the make up tutorials which make the video interesting to watch

. She showing an honest reaction and she doesn't speak like a salesperson which she talk in a spontaneous and if something doesn't work she will say it right away.

Expertise:

She is not a dermatologist but she has built practical knowledge through consistent product testing.

Trustworthiness:

. She doesn't speak like a salesperson which make viewers trust her more

. She explained the ingredients in a simple way so the people who are not master in make up field can learn base on their skin tyoe.

Likeability:

. Her content style are clear, short and visually focused video.

. Her videos has a good lighting, close-ups, before and after shots so it is very satisfying to watch as a viewers.

Noises:

The audience may be more attracted to her make up actions, especially when the movements are large or when she uses bright-colored products such as blush. As a result, they tend to focus more on what she do rather than understand the message.

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I. Feastables

Ii. Mr Beast influencer

Iii. Expertise -Not a tech expert, but a trusted digital personality who often uses tech tools.

Trustworthiness-High – Known for transparency and actually using funds from sponsorships to give back.

Likability-Very high – Friendly, generous, and entertaining. Especially admired by Gen Z.

Iv. Overload MrBeast's videos are visually intense and action-packed.

The sponsored segment for Honey, while well-integrated, is often squeezed between explosive visuals and fast-paced content.

This could lead to cognitive overload, where viewers are so stimulated by the entertainment that they tune out the sponsorship message, reducing recall or action.

https://youtu.be/W0iQguIT_yE?si=R4QhBpfD

iI1m647N

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Group Member:

Loi Yong Jie

Goh Chun Hao

Yeo Yong Ze

Kuan Xiang Yuan

I) Brand/Product being endorsed

ZUS Coffee: A Malaysian coffee chain offering specialty coffee.

ii) Source of the Endorsement:

3P (Threee Production): A Malaysian production group known for creating engaging content, particularly music videos.

iii) Evaluation of Source Credibility:

Expertise: 3P has a track record of producing high-quality music videos, indicating expertise in content creation.

Trustworthiness: Their public acknowledgment of partnerships and transparent communication suggest reliability.

Likability: 3P's creative and culturally resonant content has garnered a positive reception among audiences.

iv) Potential Communication Noise:

Competing Advertisements: The digital space is saturated with numerous promotional campaigns, which might overshadow this particular endorsement, reducing its visibility and impact.

Youtube link:https://youtu.be/DgYDhcpnwJI?si=78W694r5MZxSSaj7

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Group members: Jiaming Cui, Weichen Luan, Lau Yu Han

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1. Brand: Burberry – A luxury British fashion brand known for its classic trench coats and signature plaid design.

2. Who is the source? Central Cee, a popular UK rapper and fashion-forward celebrity influencer, known for his streetwear aesthetic and global youth appeal.

3. Evaluate Source Credibility

Credibility: 🌟🌟🌟🌟

Central Cee is not a fashion designer, but he is considered a style icon in the Gen Z community. His fashion choices influence trends, especially in streetwear.

• Trustworthiness：

He often wears and promotes brands he genuinely uses. This post is subtle and feels authentic, not overly commercial, which makes it more believable.

• Likability ：

He has a loyal fanbase who admire his music, attitude, and fashion. His edgy image fits perfectly with Burberry’s modern street fashion positioning.

4. Identify one type of communication noise & explain

Noise Type: Competing Ads

Competing brands for other luxury（ex.LV, Chanel…）

Black fans can affect the sales volume of a brand.

Other celebrities will also endorse other brands, which will affect Burberry's sales.

Website: https://www.instagram.com/centralcee?igsh=anBoc3ZybGdqcjY5

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Group members:

Irzad

Arrazi

Liena

Rabha

1. Brand: Lancome - Idole Fragrance

2. Celebrity: Zendaya

3. Evaluate Source Credibility:

Expertise

Beauty & fashion icon: Zendaya has gained credibility in the beauty world through her red carpet appearances, magazine covers (e.g., Vogue, Elle), and collaborations with top stylists.

Media: As an actress and public figure, she understands image-building and presentation, which gives her authority in areas like skincare and cosmetics.

Trustworthiness

Authentic personality: Zendaya is known for her grounded and genuine public image. She doesn’t frequently do random or irrelevant endorsements, which makes her selective partnerships feel sincere.

Likability

Positive public image: Zendaya is admired across age groups for her grace, professionalism, and activism. She is considered a role model, especially by younger audiences.

4. Communication Noise:

Type of Noise: Competing messages.

Lancôme operates in a highly competitive beauty market with multiple brands promoting similar products (e.g., moisturizers from Estée Lauder, Clinique, and Dior).

Zendaya’s endorsement may be overshadowed by other celebrity endorsements or influencer content, making it harder for the Lancôme moisturizer to stand out and effectively capture the audience’s attention.

https://www.instagram.com/zendaya?igsh=cHM5dTBicWZpdzBx

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Group members:

Toh Qian Rou

Cheong Jing Wen

Chen Jiang En

Lim Yi Ru

Group members:

Toh Qian Rou

Cheong Jing Wen

Chen Jiang En

Lim Yi Ru

i) Brand/Product Being Endorsed

CHAGEE is a tea beverage brand known for its premium offerings. As part of the collaboration, they introduced the Hojicha Genmai Milk Tea, a blend of roasted Hojicha and toasted rice, aiming to appeal to both traditional tea enthusiasts and younger consumers.

ii) Source of Endorsement

The endorsement comes from Chenle, a Chinese singer and member of the South Korean boy band NCT DREAM. Chenle has a significant following in Malaysia and other parts of Southeast Asia, making him an influential figure for CHAGEE's target market.

iii) Evaluation of Source Credibility

Expertise: While Chenle is not a tea expert, his role as a cultural influencer and his interest in tea culture lend authenticity to the endorsement.

Trustworthiness: Chenle's consistent and positive public image, along with his genuine engagement with fans, enhances his credibility.

Likability: Chenle's friendly demeanor and efforts to connect with fans, such as learning local phrases during events, increase his appeal.

iv) Potential Noise Affecting Advertisement Effectiveness

One type of noise that could reduce the advertisement's effectiveness is bias or overload. Fans may perceive the endorsement as another commercial venture, leading to skepticism. Additionally, the abundance of similar endorsements in the market can cause consumer fatigue, diminishing the impact of the campaign.

https://www.instagram.com/reel/DInS0O-MMuY/?igsh=b2J0YWtidG02eGlk

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Group member:

Chong Yun Hui

Cheah Zixian

Darwisy

Product being endorsed: 100PLUS

Endoser: Datuk Lee Chong Wei

Expertise: Lee Chong Wei is a very successful badminton player with many awards and titles. Because of his sports background, he is a good person to promote a sports drink like 100PLUS.

Disinterest:

Young people today may prefer current athletes or social media influencers. Even though Lee Chong Wei is well-respected, some younger audiences may not feel as connected to him because he has retired.

Competing Ads:

There are many sports and energy drinks in Malaysia, like Gatorade and Revive. Because of this, it’s hard for 100PLUS ads to stand out, as people see many similar ads every day.

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https://vt.tiktok.com/ZShqsWs5m/

i) brand : pakmat western - kambing perap (food)

ii) celebrity - fattah amin & amira othman

iii) expertise - they are not from FnB industry. they are from acting industry. they are famous but not for food

trustworthiness - the fans may trust the celebrities food review but the general public might be more skeptical due to their lack of expertise

likeability - 3.5/5. some of their fans only want to see them because they're currently in controversy issue, it's not really proper for general view

iv) noise - miscommunication. when they try to promote the food, mostly people will more focus on their controversy issue

members : amira, dhania, lina

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Group Members:

Woi Kah Lek

Cheah Ka Xuan

Lim Wen Xin

(I) Brand / Product Being Endorsed

100PLUS, Malaysia’s leading isotonic sports drink.

(II) Source

Lee Zii Jia, Aaron Chia and Soh Wooi Yik, Malaysia National Badminton Players

(III) Source Credibility

Expertise:

All three athletes are top-tier badminton players with significant achievements on the international stage. Their association with sports and physical endurance lends credibility to their endorsement of a sports drink.

Trustworthiness:

Their consistent performance and dedication to the sport have earned them the trust of fans and the public.

Likability:

They are widely admired by Malaysian youth and sports fans.

(IV) Type of Noise

Message Overload:

The market of sports and energy drinks are saturated with numerous brands.This can dilute the impact of 100PLUS’s message, making it challenging for the advertisement to stand out and capture the target audience’s attention effectively.

https://youtu.be/itleroZP0gg?feature=shared

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Group Member:

aina aqilah

helda

izza

laila

📌 i) Brand/Product Being Endorsed:

Rare Beauty - Soft Pinch Liquid Blush

📌 ii) Who is the Source:

@mikaylanogueira

(Makeup influencer with 16.6M followers on TikTok and Instagram)

• Famous for makeup reviews and tutorials.

• Known for honest and energetic personality.

📌 iii) Evaluate Source Credibility:

Factor Evaluation

Expertise

Certified makeup artist; reviews beauty products daily. Strong knowledge in cosmetics.

Trustworthiness

Known for being honest even when she dislikes products. Rare Beauty was praised with specific pros.

Likability

High engagement due to her relatable content, accent, and humorous tone. Viewers trust her enthusiasm.

📌 iv) Type of Communication Noise:

Bias or Overload

1. Since she posts multiple beauty reviews a day some viewers may feel overwhelmed by constant content making the message less impactful.

2. Followers might also question whether her praise is genuine or sponsored bias, especially with repeated brand collaborations.

🔗 Link to Post:

https://vt.tiktok.com/ZShqsYoXA/

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I. Feastables

Ii. Mr Beast influencer

Iii. Expertise Not a tech expert, but a trusted digital personality who often uses tech tools.

Trustworthiness High – Known for transparency and actually using funds from sponsorships to give back.

Likability Very high – Friendly, generous, and entertaining. Especially admired by Gen Z.

Iv.. Overload MrBeast's videos are visually intense and action-packed. The sponsored segment for Honey, while well-integrated, is often squeezed between explosive visuals and fast-paced content. This could lead to cognitive overload, where viewers are so stimulated by the entertainment that they tune out the sponsorship message, reducing recall or action.

https://youtu.be/W0iQguIT_yE?si=R4QhBpfDiI1m647N