Advertising By Sue Jozui Summary

Ever since the start of commercial radio in the 20’s and the since the first silver screen entered the market, broadcasting messages by celebrities has been a tool employed to endorse products.”Just about every star was associated with one sponsor’s product he or she plugged.”(1). Over the years celebrity endorsement became an essential part of marketing (more than 25% of television ads feature celebrities)(5), for the endorser it became an easy way of generating an income while for the endorsing company it became a guaranteed way to reach a wide segment of potential clients.

Sue Jozui in her excerpt, she proclaims false advertising is wrong and that “we should boycott this type of advertising”. The author supports her statement by first stating what we should do, as in boycott and get rid of celebrities advertising for a large corporation. She continues by claiming that it is “insulting to the audience”. The authors purpose is to argue that celebrities advertising a product is unfair to smaller businesses so that consumers who see a bad product but see their favorite actor or celebrity using it they immediately want such product. The author Jozui uses a sarcastic but more serious tone in explaining why false advertising is a bad thing. The author uses a very well thought out argument because doing false advertising is wrong due to bad or unsturdy products that you could spend a lot of money on but will end up breaking in a couple weeks when it says it will last over a year.

As the article “what we are to Advertisers” by James B Twitchell informs that Advertisers use the strategy of positioning to attract consumers to their product. Positioning is a marketing strategy that exerts a brand to get the attention of customers. The product itself doesn’t even have to attract the consumer, the advertiser just needs to make an ad that creates a spark into people's minds. Although a product might be similar to its competitors, an ad can make a difference with how they are interpreted. Twitchell makes to understand that even though all of us are put into a category, we somehow all connect.

In his essay, “With These Words I Can Sell You Anything,” William Lutz talks about advertisers uses “weasel” words, and uses pictures or images to convince consumers in buying the product. In today’s advertisement, advertising company mostly uses celebrities as an endorser. Emma Stone has been a great endorser of Revlon for the couple of years. Emma Stone has fresh and natural beauty to be a perfect model for this product. Her 2015 Revlon cover is selling the newest “Ultra HD Lipstick” that comes in “20 high definition shades to love” (ad). Emma stone is portraying a very sophisticated look, and fine hydrant red lips. Her lips are red, everything on the advertisement are almost red, and the “Revlon” logo is dauntlessly red. She is wearing a white top that is perfect for the background. Her hair is blond, and her makeup are elegant looking. The design of the advertisement is flawless. Out of the 20 shades, the red is defining the brand. Red is very outstanding, and is sure to gain buyers attention. Revlon’s advertisement contains weasel words to make a claim for their products; the ad is misleading by claiming that their lipstick is wax-free gel technology, and the ad uses celebrity as the endorser to redirect consumer’s

Celebrities can have significant influence on consumer decisions because they are recognizable and admired by many of their followers. The majority of advertisers hire celebrities to influence people to buy their product. For example, a company would want to hire Stephen Curry, a basketball star, to be a spokesperson for the sportswear, Under Armor. This example demonstrates the fact that under armor believes that Stephen Curry, a professional basketball player, can persuade athletes to purchase their product. This causes consumers start believing that Under Armor is the new fashion for athletes.

There are many different ways that celebrities can influence people in buying a product. For example, Kevin Durant, and ax body spray.he is a user of the body spray, but also a test subject of the product. I think the reason why Durant was chosen was that he is one of the most legitimate basketball players. Since Durant is one of the most popular basketball players, so he gets a lot of credit. I think Durant was chosen because he has a lot of fans and admirers, such as celebrities. If I were to give an opinion on Durant I would say: the more ads you continue to do, the more the game will come to you. The reason why I think people would buy Durant’s products is that he is an athlete and, if people buy his product they

Some uses celebrities to endorse their products. Some even combine the two subjects together. With celebrities endorsing a company’s product is a way of metonymy. A famous example will be “Uncle Sam”. The public from 1930s might recognize the patriotic character saying “I Want You” on the United States army recruitment poster. Uncle Sam was known as a symbol for the U.S. forces. Characters like “Uncle Sam” encourages the public to be as patriotic as him, thus, persuading the young men to join the forces. These days, we see celebrities looking nice to endorse products like the fragrance, cosmetics, fashion, cars, etc. The truth? They are basically saying that if the viewers use this particular product, they can become as good looking as the

Celebrities do promote products, but that is not the dilemma. Sue Jozui in her passage, asserts that the use of celebrities to promote a producer's product should be boycotted because it misleads and insults the intelligence of the buyer. Jozui supports her position by first explaining that the audience is intended to buy items advertised based on the approval of the celebrity. She continues by stating, “Am I going to buy the newest SUV because an attractive talk-show host gets paid to pretend he drives one? I don’t think so.” The author’s purpose is to inform the audience to not buy a commodity based on the promotion of a celebrity, so that the advertisement does not mislead the consumer’s judgment. The author establishes a bitter tone for

Advertising can be used in many forms every company may use any way they would like. Sue Jozui in her passage , “Advertising” declares that we should make rules and guidelines when advertising. The author supports her passage by first saying that it is misleading the audience , which insults them. She continues by saying it is unfair to smaller companies.The authors purpose it to stop bigger companies from using celebrities so that it is fair for all companies. The author creates a critical rone for customers.The author is incorrect, because it is the consumer's job to research the product before purchasing it.

“Baseball stars are helping transform fears about sexual performance into pills for sexual dysfunction, and football hero’s now help sell shyness as a symptom of mental illness” (Moynihan and Cassels 2008, 63). What’s more problematic is these celebrities are paid anywhere from “20000 to 2 million”, but the tabloids present them as engaged within “awareness-raising” activities, while making no mention that cheques are their primary reason for their engagement (63). However, the article has limits particularly because it is written in 2008, thus it cannot account for current situations aside from media celebrity spokespeople; every-time I look at celebrities on Instagram/YouTube pages nowadays, I have found that they legally have to write “AD” when they promote a company’s product/pill otherwise they will be involved in legal disputes. To strengthen their argument, Moyanihan and Cassels provide the following example of Celebrity influence: in an article called “Celebrities’ reveal their secret” where a 55-year-old super-model shared her secrets for looking good; she primarily claimed that “the secret to flawless skin was an estrogen pill” (64). The main thing is using celebrities brings results

Endorser does not necessarily need to be a celebrity in order to persuade the viewers/audience, any endorser perceived as credible, can positively impact consumers’ attitudes, behaviors and their responses towards the endorsed brand Whenever any advertisement has been shown (in the form of Print or TVC) the respondent develops a certain judgments about it. Mostly the observer believe that if a celebrity is endorsing a brand then he/she might actually loves the brand.Silvera&Austad (2004) found the impact of correspondent inferences on product attitudes was significantly stronger as compared to the impact of attitude towards the endorser. Moreover, correspondent inferences were found to be built on endorser’s “style sense” and on their apparent knowledge about that particular product area, and not on overall ratings of traditional constructs of attractiveness or likeability but in a way the style sense can be considered as a component of

Celebrities can have a significant influence on consumer choices since they’re recognizable and admired by targeting audiences. As this would give the celebrities a higher chance of influencing the consumer. For example, Justin Timberlake, a famous vocalist, has been a spokesperson who advertised for Pepsi. In addition, this example demonstrated business believe that Justin Timberlake will be a perfect person to represent Pepsi at the time. The reasons are he’s a famous singer, he’s handsome, and his fans will excitedly buy the product.

What used to be respectful, debatable concepts in the past, is now complaints and useless injections for shortsighted choices made by the public. No longer are debates about first and third world problems, but also the public’s personal issues as well now. Sue Jozui, in her passage, sharply projects that celebrities endorsing products in advertisements is undermining to consumers and that laws should be established on advertisements. The author supports her altercation by first exploring areas in advertisement that exerts the misconception of celebrities. She continues by affirming how a celebrity's usage in an advertisement should not be something the companies see as compelling to a consumer. The authors purpose is to obtain consumers approval

Berger believes that the “mystification” of images narrows the point of view of individuals and that critics use their status to impose their opinions (Berger 147). In a way, when we view an advertisement we mystify the image, because as individuals have seen many advertisements, we impose the meaning that there is no meaning besides that of money. We see nothing behind the meaning of monetary gain, and we dismiss any other meaning that could be embedded in the photo because, with our experience we view advertisements as a way to make money and nothing more. We get this view because at one point in time within the past few decades, someone said that advertisements we a lie, that everything within them are fake and they are simply used to trick us into buying things we don’t need. All that isn’t necessarily false, but that bad reputation leads people to disguise the beauty in which advertisements truly hold.

Celebrity endorsement is a billion dollar industries today (Kambitsis et al., 2002) with companies signing deals with celebrities hoping that they can help them stand out from the clutter and give them a unique and relevant position in the mind of the consumer. According to Solomon (2002), the reasons for using celebrity endorsement involves its potential to create awareness, positive feelings towards their advertising and brand. Research has shown that celebrity endorsement can have an impact on the consumer’s attention, recall, evaluations and purchase intentions (Atkin and Block, 1993), Celebrity endorsement is a widely used tactic in marketing and much research