Celebrity Advertising

5486 Words Aug 7th, 2012 22 Pages
Celebrity Endorsement

1. Introduction
In the past two or three decades celebrity advertising/endorsement has become common practice amongst brands that wish to create and maintain attention, as well as increase product or brand recall rates (Erdogan, 1999). However, the juxtaposition of brands and organisations with admirable figures that possess qualities such as likeability, attractiveness, trustworthiness and credibility is not a new phenomenon (Erdogan, 1999). It is believed that an eighteenth century potter named Josia Wedgewood was the pioneer of using celebrities to his advantage when Queen Charlotte began using his products, after which he began referring to himself as “potter to Her Majesty” (Seno & Lukas, 2007). Since
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A celebrity can either be an athlete, an actor/actress, a business person, a model, an entertainer, or a pop star (Hsu & McDonald, 2002). They can appear in public through/by: 1) their professional duties e.g. Tiger Woods playing golf in front of an audience, 2) attending special events e.g. award shows and movie premiers, 3) the media (news, fashion magazines and tabloids), or 4) the endorsement of products and services (Schlecht, 2003). Even fictional characters such as Ronald McDonald and Disney characters are considered to be celebrities because by definition, they also receive a significant amount of attention and are easily recognisable (Khatri, 2006).

Through his/her line of work and the perceptions of people, a celebrity acquires specific meanings that people associate with them and make them easily distinguishable through their lifestyles, status and class, for example: Pierce Brosnan (the former James Bond) is associated with class, sophistication, masculinity and represents the upper social class (McKracken, 1989). In contrast, another example would be Jamie Oliver (a European celebrity chef) who is perceived as being free spirited, friendly, kind and likeable due to the nature of his show, Oliver’s Twist, being informal, easy-going and relaxed (Byrne, Whitehead, & Breen, 2003). These associations and perceptions
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