Introduction:
Celebrity endorsement is a highly effective strategy to gain consumer interests and brand loyalty in a cluttered marketplace. Consumers generally view celebrities as credible spokespeople or opinion experts in the brand they endorse, thereby instilling the consumer with confidence in the advertising message as well as exerting a positive impact on the behaviour of the consumers(Hung, 2014).
Most consumers do not aspire to be a celebrity, however they can sometime link their purchase to the celebrity in order to create an emotional bond to the celebrity used in the advertising in the product, for example a child may choose to drink Pepsi in order to “play football like” Lionel Messi who is one of many faces of Pepsi’s global advertising
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Celebrities embody their achievements whether it is in a personal or a professional capacity and sometimes this can create problems for the brand as it could conflict with what the brand is trying to portray. A very famous case is to do with Michael Jackson’s 1993 Pepsi sponsored summer tour of Thailand and Asia. During the tour Michael Jackson had to cancel due to dehydration. Coca-Cola, Pepsi’s main rival decided to “make fun” of Pepsi by producing a newspaper advert which read “Dehydrated? There’s always …show more content…
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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 ...
As celebrities stand distinctively among the masses and cast out their halos of personality charm and strong suits of skilled abilities, the controversies about them are unavoidable shadows created from their fame. With the popularization of celebrity culture, information synchronization, and communication technology, their lives are publicly exposed and various forms of media (depending on eras) record their flaws. Tough information transmitted to audiences are frequently biased, evidences of objective reality remains, even in the remote past.
One area in which celebrities have become extremely involved is that of political campaigns. Politicians want celebrity endorsements in order to become more visible and more popular with different age groups. One survey shows that forty percent of 18 to 24 year olds were influenced by celebrities’...
Equally important JL Racing uses celebrity marketing as most recently in their cycling line Nicky Haden. Celebrity endorsement is a highly effective strategy to gain consumer interests and brand loyalty in a cluttered marketplace. Furthermore, as stated in (Hung, K. 2014) celebrity endorsement literature in three ways. First, it delineates aspiration and play as two main types of motives consumers hold toward celebrities in the entertainment process. This complements current studies that regard celebrities as opinion experts and credible spokespersons in their buying decisions. Second, It centers on the encounters between the consumer and the celebrity in various media contexts, such as movies, shows, and games. As studies on celebrity worship
Sue Jozui in her passage, claims that advertisers mislead consumers when they use celebrities to promote products. The author supports her claim by first telling the audience what using celebrities does to all the consumers advertise their products are misleading and insult their audience. The author supports her argument by first giving examples of commercials and ads that are promoted by actors and pop stars. She continues by proposing an idea to boycott and restrict companies with guidelines. The author´s purpose is to ban advertisers with celebrities because of unfairness. The author gives an aggressive tone for consumers and advertisers. Advertisements are to persuade the consumers to want to buy the products, the best way is to get their attention by adding celebrities to catch their eyes.
The use of a celebrity's advertising a product is a smart and efficient way to get the attention of the public, and to sell product as fast as possible. Sue Juzui in her opinion she argues that we should boycott the use of celebrity and legislate rules and guidelines for advertisement. The author supports her argument by first stating her side of the argument. She continues by saying that “the use of celebrity to sell a product is misleading and insults the intelligence of the audience”. The author’s purpose is to persuade her reader in order to boycott the use of celebrity advertising any kind of product. The author creates a judgemental tone for her audience. Juzui’s argument is invalid because small businesses, companies, and everyday common people should advertise their product as a way they feel needed, to sell their product.
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Over the last few decades celebrity and fame has changed dramatically, from Alexander the Great to Kim Kardashian. Talent and achievements no longer play a huge role when it comes to our celebrities. “Much modern celebrity seems the result of careful promotion or great good looks or something besides talent and achievement” (Epstein2) with that being said celebrity-creation has blossomed into an industry of its own. Keeping up with all the gossips from breaking up to hooking up, law suits and drama many might come to an agreement that celebrity culture is starting to be the great new art form in our new generation and that it ...
Celebrities across the world are paid millions of dollars everyday for providing entertainment, and creating good memories. Although entertainment is satisfying, are these celebrities worth as much as they make? This paper argues celebrities are overpaid as a result of people expending excessive money on them. In addition, endorsement companies observe people contribute money to celebrities, which leads to endorsements generating acclaimed personalities as their sponsor; futhermore, awarding celebrities more money along with needless endorsements. Lastly, some celebrities are not knowledgeable enough about handling their money, therefore they wind up going broke. While saying all this, we as people are a monumental factor of overpaid celebrities due to us displaying plenty of affection in them, and spending so much money to see a movie or watch a game.
Celebrities can have significant influence on consumer choices because they’re admired by many and consumers trust their judgement. For example, Taylor Swift advertised iTunes music. This celebrity is famous for her amazing vocals and hit songs. In this advertisement, Taylor is jogging on a treadmill while listening and singing along to iTunes music. The iTunes music is so intriguing, she falls off the treadmill while singing along. Consumers might be encouraged to purchase iTunes music from this advertisement due to people thinking that if Taylor Swift enjoys this product enough to fall off the treadmill, it’s probably amazing. Taylor Swift is a celebrity after all, so maybe this product is special. Therefore, consumers are influenced by this
In today’s day and age we live in a society obsessed with celebrity culture. This however, is not a new addiction; our society’s fascination with celebrity culture has been around for decades. Through the years, we’ve seen fandom come in various forms, shapes and sizes. From the groupies of the 60s, to the more recent digital-followers, one thing common among all fans is the pedestal on which they’ve put their favorite celebrity. Some people would argue that fans are not only the most important part of a celebrity’s life, but fans are quintessential in their success. Fans admire them, follow their every move: physical or electronic, and purchase anything and everything that might bring them in looking/feeling more like their desired celebrity. Many experts even believe that fan and fan-clubs often resemble religions. One can easily note the similarities between fans and a religious cult; from worshipping to organizing conventions and event recruiting new followers. To some it might even sound like a disorder, and Dr. Lynn McCutcheon after her intense research, was the first one to coin the term: (CWS) Celebrity Worship Syndrome. According to Psychology Today, CWS can be described as a mental-disorder where an individual becomes completely obsessed with the details of the personal life of a celebrity (Griffiths). A celebrity, as defined by Mark Griffiths, can be any person who is present in the ‘public eye’, including Politicians, authors, and journalists, but according to Dr. McCutcheon research they are more likely to be someone from the world of television, film and/or pop music. Continuing on Justin Bieber’s ad campaign, this paper examines the peculiar relationship between consumers and God-like celebrity figures. It showcase...
We are part of a generation that is obsessed with celebrity culture. Celebrities are distinctive. Media and consumers alike invented them to be a different race of super beings: flawless, divine and above all the real moral world. In a 1995 New York Times article “In contrast, 9 out of 10 of those polled could think of something
Turner and Braeme articulate the idea that such prescribed behaviours by the media, where a celebrity is either deemed as classy or trashy, were strongly influenced by religion (7). Meyers on the other hand connotes the argument that the way celebrities are represented in the media are a result of American culture and social identity (17). In agreement with both Negra, Turner and Braeme, Meyers articulates and elaborates on the notion that different female celebrities are given different forms of recognition, and a perceived level of influence in society
One of the most effective ways to promote a brand of a product or service is through endorsement. Marketers use endorsers to promote their brand as it is reachable to many and the level of influence of the people to be the brand’s customers is much likely to be high.