The use of consumers, celebrities or animated avatars to promote a product or service is called testimonial. The term comes from the English and means something like "reference, testimony". The purpose of this tool is to increase the credibility of a product, as many customers can thus better identify with the products.
The product image with the corresponding characteristics should match the personalities of the testimonial and convey the advertising message in a credible way, because this creates a positive image transfer.
According to market research analyses, there has been a continuous increase in testimonial advertising in recent years.