Honour by association

By associating the speaker, a witness, position or even a product with a group or person held in high regard, it is intended to create the impression that an argument, a position or the characteristics of the product are particularly credible and positive.

For example:

A product is promoted by a well-known celebrity.
Qualities such as reliability, integrity, likeability or lifestyle, which are associated with that celebrity, are transferred to the product.
The product is associated with the characteristics of that personality.

A product does not, for example, suddenly become more “reliable” simply because an actor known for roles in which he embodies that quality signs an advertising contract with the manufacturer. The association with these qualities can nevertheless be effective and be reflected in the manufacturer’s sales figures.

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