There is a huge impact of celebrity culture on society. Some people look up to celebrities as if they are some sort of god. Every action of the famous is known thanks to the media. Celebrities influence our lifestyle, fashion sense, behaviors, and even politics. They have the power to influence millions of people and should use their influence to benefit society by being aware of what they say and do.
EXECUTIVE SUMMARY “Celebrity” refers to an individual who is known to the public, such as actors, sport figures, entertainers‟ and others of the like for his or her achievement in areas other than that of the product class endorsed (Friedman and Friedman1979). Today celebrity endorsement becomes the multi-million industries in the world. Marketers endorsed celebrities with their products and brands in the advertisement to increase their sales and change the perception of the viewer’s regarding their brand, which positively impacts on their buying behavior. These factors and attributes have an influence on consumer purchase decision. The general belief among advertisers is that advertising messages delivered by celebrities have a higher degree
. Nonetheless, it goes without mentioning that celebrities get exploited because some gossip stories explore the things that would otherwise be considered to be private. Who Suffers? Who Benefits? The celebrity gossips are indeed the most important news in the modern day society since it benefits the younger generation.
People also start creating web pages in tribute to their idols, further fuelling the interest towards celebrities. . All in all, there are many reasons why so many people are attracted to celebrities, some of which I have discussed in my essay. People look to the celebrities to fulfill their innermost fantasies and escape from the harsh realities of their circumstances. The celebrities, with their talent and charm, provide even more reason for people to be attracted to them.
They also utilize an emotional connection phase to connect with the people in an emotional way. Coca Cola let people shared their personal stories about them giving coke labels to their loved ones as a gift and their reaction to the act of kindness. The public went crazy hearing the great stories and consumers were hooked to share their stories as well. The campaign audience engagement was beneficial because it made people feel special about having something important to them in spread in a major product worldwide. By giving consumers a creative way to be heard though a label and stories Coca Cola was able to engage new customers to the brand.
Happiness was the driving force behind this advertisement that made it so successful and well known. Coca-Cola was able to effectively link cheer happiness to their drink creating the thought If I purchase this drink will I ultimately benefit from this purchase and will I be happier. Further, the company was able to tie their soda product as the reason behind the couple’s happiness. By doing this viewer would want to buy this product to improve their relationships as well.
Celebrities--love them or hate them--have become an epidemic in today’s society and will continue to negatively affect those who continually position them in influential parts of life. The word “celebrity” is derived from the word “celebrate,” in that a person is supposedly famous because the community celebrates him or her (Wright 1). Celebrities influence the public in many negative ways, and since the invention of television and the internet, even more are affected each and every day, and lifestyles are more influenced in today’s society. Gossip magazines are only still around due to people’s fascination with celebrities in the public eye. News channels most likely than not have now relied on celebrity gossip to gain and maintain viewers in the twenty-first century.
Proactiv knows how to grab our attention in their commercials or ads. The propaganda techniques that they use have a very strong influence and persuasion towards their audience. Testimonial technique makes the teen audience, or other celebrity fans have the desire to buy the product that the celebrities themselves use. Plain Folks can make their audience relate to common people like themselves and believe the common people. Bandwagon makes the audience feel left out if they do not buy their product or they can get you with their great deal.
Celebrity endorsement can help building brand equity, brand differentiation, increases consumer’s remembrance and recall of the ad and brand, which can in translate into a consumer search and purchase for the specific brand which can result in additional sales. Celebrity endorsement can also attract new customers and increase market share. In Pakistan, people are more attracted toward celebrities. They follow their favorite celebrity’s moves and this is now more easy because of different mediums available like TV, social media etc. Like any other consumer from any part of the world, the Pakistani consumer is also smart, judicious, demanding, and highly influenced by glamour and glitz.
These celebrity blogs serve the interests of the powerful in a variety of ways. Due the high volume in which celebrity and popular culture are consumed, the influence that it can have on society is massive. In many ways celebrity media creates a friendly and lovable persona for the societal elites, while simultaneously reinforcing divisions and petty quarrels among the masses. In creating lovable elites it influences the desire of the general population away from eliminating an elite class, and pushes their desire and will into joining the elite class instead. Pop culture is reflective of society and will in turn progress on issues slowly alongside the people, but it will always remain as far to the reactionary side as it can get away with.