We’ve all seen the television ads for a local used car lot, wine merchant or accountant in which the business owner appears talking directly into the camera. Sometimes they are exclaiming that their “prices won’t be beaten” sometimes they are a little more reserved.

The advertising industry has a number of arguments they put forward as to why a business owner should appear in their ad :

• People trust the ad’s claim more if the actual owner is making them.
• No one can convey a genuine belief in the business’ offerings as well as the actual owner.
• One less actor, one less expense.

But I suspect there is another set of reasons justifying a business owners appearance in an ad and they aren’t to the benefit of the business but of the advertising agency.

An owner appearing in an ad is going to be less likely to cancel or disparage the ad campaign. Imagine a local business owner getting recognized when they go out socially. Their wife/husband’s friends commenting on the ad. Appearing in a local tv ad gives a slight touch of celebrity.

I have seen examples of a business owner young child appearing in their television ads dressed up as a superhero. Can you possibly expect that business owner to have a hard nosed clinical view as to that ads effectiveness ? I don’t think so.