Analyzing the Relationship Between the Celebrity Endorser and Product in an Advertisement

Advertising is vital to the success of companies within society. Through advertisements, companies are able to keep the general public informed, and reminded of new products and services available to them. As a result, it allows businesses to prosper and grow. However, the strength and believability of advertisements is what draws the attention of consumers, and persuades them to indulge in the product. Therefore, this is a vital component of advertising. In this assignment the relationship between the celebrity endorser and product in a magazine advertisement will be analyzed. The advertisement chosen depicts Lance Armstrong representing Michelob ULTRA Light Beer.

ULTRA Light Beer is seeking to attract a large target market. This advertisement was found in the March 2010 edition of Women’s’ Health Magazine. Women’s Health Magazine features articles related to a healthy active lifestyle, providing tips to women on how to eat, exercise and live well. This displays that they are looking to attract health conscious females. Their ULTRA light beer is an attractive option for women looking to stay fit and attractive. It allows them to not have to sacrifice the beverage they love, as ULTRA light beer has only 95 calories which is clearly represented in the advertisement. In addition, ULTRA light beer is able to reach the male population, as women are able to inform them of this superior light beer. Moreover, Lance Armstrong is a strong spokesperson for ULTRA light beer. Through his determination and courage to beat his illness, and efforts to create an international awareness for this form of cancer he has become recognized and respected worldwide. In the advertisement Lance Armstrong is wearing his signature Live Str...

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...o directly related to the strength of the congruency between the spokesperson and product. Lance Armstrong is an attractive spokesperson for this product. He is an active, fit man who was able to overcome the disadvantages his illness brought upon him to be a successful athlete. In addition he raised cancer awareness through Live Strong. Overall, Lance Armstrong is congruent to ULTRA light beer, thus making it a very strong advertisement for promoting superior light beer.

In conclusion, ULTRA light beer has provided an informative, and persuasive advertisement for their superior light beer. Celebrity endorser Lance Armstrong provided a strong, and believable spokesperson for the company that helps to enhance their main message about their product, that one who drinks this beer will live the ULTRA life. Therefore, this is a successful, strong advertisement.