EFFECTIVENESS OF ENDORSEMENT ADVERTISING
Credibility of Celebrity
Credibility of the endorser can be deduced from his or her expertness and reliability. Facts provided by a credible celebrity can impact the behavior and trust of consumers. This is called internalization which involves integrating an external stimulus into one's personal beliefs. So, if the consumers think of celebrity endorsers to be worth their trust and knowledgeable in a particular field, there's a high probability that the possible customers turn out to be the actual customers. Trust of consumers can be earned through TV or sports stars related to the product, but my times the celebrities who have no link with the brand also endorse them which is called a credibility gap.
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Individuals have a tendency of developing positive images of those celebrities who look attractive and using celebrities is more fruitful in transforming the beliefs of people. Marketers use the celebrities with attractive appearances for getting admiration. However it is debated that the effectiveness of an ad is based on likeness and familiarity of the endorsing person. Being attractive doesn't only include physical attractiveness, it's also consists of many other qualities people may think of like intelligence, persona, way of life etc. If the celebrity is physically attractive, the process of marketing communication becomes more effective. (Sudhakar & Malik, …show more content…
Match up congruence is dependent on the level of similarity between the image of the product and the celebrity. A lot of authors have figured out the differences among excessive and minimal congruence of celebrity endorser and brand image. Moreover it was discovered that the ads where celebrity and the product have excessive match up congruence results in earning higher trust of the consumers as compared to the ads where match up congruence is minimal. Choosing the appropriate and suitable celebrity relates to the concept of social adaption. According to this concept if the incoming message is conformable, it will be more influential. Shoppers have a belief in the match between the public image of the show business star and the products being endorsed by them. Purchase behavior of consumers can be impacted easily thorough match up congruence strategy in case of low involvement products so celebrities should be carefully screened at the time of hiring. (Sudhakar & Malik,
Celebrity endorsements can make or break a product and even a company. Especially in today’s world many teens will buy a product just predominantly based on who endorses it. For example, Beyoncé promotes both Pepsi and H&M. She is a great representative for both because she is a really big celebrity and she is very well known. She also has a lot of influence. Young girls would love to dress like her and with H&M endorsing her they get that demographic. Pepsi made a good choice because she, like the previous celebrities they endorsement deals with, is a very public figure with a very big name. Many teens and young ...
Michael Jordan has star power that bridges age, race, and socioeconomic class. Nike understands this aspect of the popular superstar and decided to give him his own clothing line named Jumpman23. It is the most popular form of sports apparel available and the white logo that adorns each article of apparel is known worldwide. Michael Jordan is arguably the most loved and respected athlete of this generation, thus the ad for this company depicted in ESPN The Magazine takes advantage of his immense popularity. In an attempt to expand the companies influence Jumpman23 uses professional baseball player Derrick Jeter to send its message and promote its apparel. In the essay “Absolution for Sale,” Charity Miller writes, “We live in a world of images. Among the most persuasive and insistent of these images are those directed at us by advertising. These images often do more then simply try to persuade us to buy a particular product or use a particular service. More subtly, they influence us by appealing to our desires or exploiting our emotions.” The image of Jeter training alone in a gym clothed head to toe in Michael Jordan’s clothing line combine with a poem above describing his intentions. This scene portrays the hard work and dedication that will eventually lead to success as things an athlete of any level should expect while wearing the clothing. Michael Jordan takes advantage of his legend on the basketball court and his appeal worldwide to create a line of apparel that demands the same work ethic from those who wear it. Its success is in Jumpman23’s ability to interest buyers no matter what age, race, or sport.
Every day in today’s world, people encounter advertisements through various media forms such as television commercials, magazine ads and billboards. Through advertisements, advertisers can persuade their viewers to buy their products through persuasive tactics. In a September 21, 2015 Sports Illustrated issue, Gieco Insurance ran an ad which used subtle hidden messages, encouraging words, and appetizing images to create a desire for its product.
Today society has never been more aware of the impact the media has on what is considered to be an attractive person. Those who are most vulnerable by what they observe as the American standard of attractiveness and beauty are young females. Their quest to imitate such artificial images of beauty has challenged their health and their lives and has become the concern of many. As a result, advertisements used in the media are featuring more realistic looking people.
The world we are living is a fast paced ruled by the media. We are surrounded by images of, perfect bodies, beautiful hair, flawless skin, and ageless faces that flash at us every day. These images are constantly in our minds throughout our lives. Advertisements select audience openly and target them with their product. The advertisement is implied in order to be like the people in the advertisements you must use their product. This approach is not new to this generation, but widely used today. The advertisements grab people attention and persuade them with the appearance of beauty and happy women that looks sophisticated to people eyes.
Sex appeal is used in movies and advertising in today’s society to grab the attention of viewers. In today’s society, one cannot go through the day without running into some form of sex appeal. It is used in commercials such as the Carl’s Jr. Commercials when they have a beautiful girl in a bikini eating a cheeseburger from their establishment. This grabs the attention of both male and female. This is done by making women believe that if they eat their burger, they will look just as pretty and sexy as the model. The men want the burger because it makes them think of the pretty model eating it. They use good-looking actors or actresses in movies who often show off their
Attractive models have positively affected the advertising business. People's judgement of beautiful humans starts at an early age. Little kids have been proven to be primed
Advertisers aim for an attractive advertisement depends on what audience they wanted to aim for. This is a way to make a good way of attracting people to make efficient money by using stereotypes, and psychologically
One industry that has its toughest critics is advertisements. Victoria’s Secret is a nationwide brand that is known for its sexy, slim, beautiful women promoting their lingerie line. Does anyone ever closely look at the details of the models in the commercials? Victoria Secret is very good at slow motion movement, seductive looks, and camera shots at every model. Models that are used in their commercials tend to be very beautiful, radiant skin, blowing hair, and slim body that will draw more attention to their products. It is insane how a seductive commercial can have so much influence and can increase sales. Commercials also uses famous celebrities who has a excellent body image and a big fan base to promote their brand. Cindy Crawford’s Meaningful Beauty products advertise using women who has stressed over having wrinkles and age spots who tried everything to get rid of the unwanted. She used before and after pictures of each client but stressed that the clients feel and look better after using her products. JC Penney’s commercial always use women who are overly happy wearing their apparel and also give incentives while purchasing their apparel. Rihanna was featured in the Puma brand apparel and how great she felt wearing their clothing to train. With women products being advertised, commercials feature women to be happy,
Most of the women used in advertisements are those with the so called “perfect body” and anyone who does not have that body is viewed as unattractive by society. In makeup commercials, companies show women caked in makeup, and these businesses basically tell consumers that women need makeup to be attractive to men. It can be difficult to keep in mind that the women in commercials had their makeup done by professions and not everyone is going to look like that. In the commercials for Axe body spray and deodorant you can see men being surrounded by beautiful women after using Axe. Axe tells men that if they use the body spray then they will get all these girls.
The infamous Nike advertisements that are displayed daily all seem to have one thing in common: those wearing the Nike brand are for the most part celebrity athletes. Sue Jouzi, in her excerpt, argues that celebrity endorsed products are unethical and should be boycotted in order to obtain guidelines for how companies advertise to consumers. The author supports her assertion by first explaining how in a few instances, where celebrities have made false statements to promote products. She continues by giving another example of how as a consumer, she personally would not,”buy the newest SUV because an attractive talk-show host gets paid to pretend he drives one,”(Jozui).. The author’s purpose is to convince consumers to boycott the product in order to obtain guidelines and rules set up to prevent the unethical advertising in order to protect themselves from being misled. The author establishes an authoritative tone in order to convince consumers to take a stance. Jozui is ignorant to believe that companies will restrict or allow restrictions on how they advertise their products when there are numerous laws in
Overall results of recent studies indicate that consumers are incline to have positive or neutral attitudes towards product placement and that the effect of it can differ depending on consumers’ specific differences in their personalities (Ju and Tinkham, 2011).
In my given example, the fallacy of appeal to the people (Bandwagon argument) was used since the premises for the conclusions are logically irrelevant and no concrete evidence or reason is stated why the viewers should buy the product like certain chemicals or substances that might truly enhance the hair. Instead, the ad evoked certain feelings–that desire to ‘belong’– in the viewers to make them want to buy the product. The given figures highlighted that a majority of women allegedly are now using the product and so, the ad encourages you to join them. Moreover, a fallacy of appeal to vanity was committed too since the advertisement featured a well-known public figure like Kris Aquino. Associating products with celebrities is very common and effective. Initially, you really have no initial reason or intention to purchase the product. But wh...
Show business promotes commercials, print advertisements, films and shows where unbelievably perfect women are seen as the ‘ideal beauty’ The ‘ideal beauty’ controls the behavior of young girls and manipulates their perception of beauty. The term ‘ideal beauty’ is defined to be a conception of something that is perfect, especially that which one seeks to attain. Many young girls everyday are exposed to fashion and beauty advertisements that feature models who are portrayed as ‘perfect’. Due to this Technological Age, girls are exposed to many advertisements that encourage them to be like the featured models- tall, skinny, and foreign. There is also a survey conducted by Renee Hobbs, EdD, associate professor of communications at Temple University which states that, “The average teenage girl gets about 180 minutes of media exposure daily and only about ten minutes of parental interaction a day.” Moreover, media also promotes and advertises cosmetics, apparel, diet pills and exercise gears in the name of beauty and fitness, convincing girls to buy and ultimately patronize their products. Becoming very addicted with using such products can eventually lead to overdoes and becoming vainer. It may seem obvious to most of us that people prefer to look at beautiful faces. While beauty itself may be only skin deep, studies show our perception of beauty may be hard-wired in our brains (Stossel,
Endorsement is a form of advertising of a certain product or service where famous personalities or celebrities who gain a high recognition among the people are being used to promote the product or service. The images of these endorsers are the influence that will make the customers to buy.