Celebrity Advertising

According to Webster dictionary, a celebrity is defined as a famous or celebrated person. Celebrities serves as role models, heroes, cultural commentators, charity spokespeople, and political candidates. An exploration of celebrity culture uncovers changing conceptions of legitimacy, authority, and credibility at play in our culture (The Hedgehog Review, 2005) .There is a celebrity culture that has engulfed Canada, and indeed North America for a while now because celebrity culture is alluring, even to those who are embarrassed to admit it. There has been increasing infiltration of celebrity culture into politics. The media might have deliberately and unwittingly contributed in perpetuating this celebrity culture.

This bond that is created between the viewer and a celebrity helps understand the effectiveness that endorsements have where marketers have failed. The celebrity builds character in the eyes of the public and that character carries on into the product he is endorsing, and even though a part of the persuasion has to exist in the product itself, but a celebrity uses his status and the character he has built to gain credibility and likeability among the target audience. This character the celebrity transfers to the product is known as the “meaning “(2). The transfer of the meaning to the product goes through three stages. The first stage is in finding the celebrity with the desired meaning that they want to carry to the product this requires casting from the wide world of celebrity endorsers. The second stage is choosing which celebrity embodies the meaning the marketing campaign requires for the product, this stage is subject to expense restraints and availability. After deciding on an endorser stage three is the most complicated stage as in this step the endorser has to be able to transfer that meaning into the product, they have to make this meaning “available to the consumer in a material form”(2), this stage allows the consumer to accept the meaning they are given and accept the product and you use is a tool to build their own character. These three steps not only

Celebrity Endorsement is a form of brand or advertising that involves a well-known individual using their fame to help promote a product or service. The most common business users of products are manufactures of perfumes, and clothing. Some Techniques that are used are for example, television ads and launch event appearances.

A celebrity is not a person known for his/her talent or achievement, but an individual recognized for his/her reputation created by the media. The phase of stardom is slippery, and media may choose to represent celebrities varying from exaggerated admiration to mockery. The three texts chosen, movie "Sunset Boulevard", feature article "Over the Hilton" and television show "Celebrity Uncensored Six" are texts presenting different perception of celebrities than their usual images - either corrupted by the encircling media, overloads oneself with self-indulgence, or just mocks celebrity in a broad spectrum. Such media items empower and impresses the audience by perceiving celebrities as people who pay the price of privacy to gain well

Influence is power, and it can best show the difference between the celebrity and the average citizen. Celebrities don't always use their influence necessarily to try and alter viewpoints. An example of the power celebrity influence

A state in which the mind is elevated above the reach of ordinary impressions, unconscious of sensible objects, and under the influence of overpowering emotions celebrities find irresistible and enticing. Celebrities distinguish themselves in such ways that others admire and want to emulate. Celebrities are worthy of imitation; "everyone needs a role model". The immense amount of drug usage that celebrities, athletes, professionals, and politicians take part in has improved society in countless ways and will continue to do so if everyone emulates these social icons.

Have you ever wondered what influences us to behave the way we do? Look a certain way? Or even looked for an explanation to what causes us to apply a certain perspective regarding personal and controversial issues? One of the answers to these questions may revolve around the influence we absorb from celebrities. A definitive term for celebrity is an iconic figure to a category or group who has achieved success in one or multiple aspects of their lives. As a result, these individuals have drawn in publicity and fame. Over the years with the advances in media and other forms of communication, celebrities have become topics of discussion worldwide, rather if it’s at school, with colleagues or at the dinner table, it is fair to say that

Celebrities are everywhere in the news, the latest gossip appears in the weekly magazines without fail. Whether they be an actor, athlete, dancer, designer, model, singer or just rich; there is someone out there who is watching that person like a hawk, not letting a single breath go unnoticed. Such is the life of the rich and famous, under the incessant gaze of journalists and the paparazzi. Lives that many people take a great interest in and admire to the point where others would liken this great interest and admiration to a cult-like worship of celebrities. This is a brief description of what I think to be celebrity culture.

As stated by Graeme Turner in Understanding Celebrity, ‘the contemporary celebrity will usually have emerged from the sports or entertainment industries; they will be highly visible through the media; and their private lives will attract greater public interest than their professional lives’ which is quite an accurate statement. A majority of the public believes that celebrities exist for the publics’ sake and combined with the statement ‘without us they are nobody’ it sort of correlates. But when you think about the fact that these are people too with feelings, families and private lives, not so much. The introduction of social media allowing everyday people to intrude on celebrities’ lives also breaks the barrier marginally. This allows for another level of interaction for personalities to reach out to the public and therefore can have massive impacts on their stardom. The function of celebrity is to be the ‘super human’. In fashion industries enormous pressure is put on models to remain ‘skinny and attractive’. This is where

People were not exposed to barrage of news about celebrities a couple of decades ago. Mass media is becoming more garden because of rapid progress on technology day by day. Thereby, people are substantially interested in the private life of celebrities, and some of them are obsessed with celebrities. They desire to know everything about them. For instance, who is dating with whom, where they are shopping, or what they wear. In a word public have an endless hunger for more information. However, the public doesn't have the right to know about every single detail of celebrities' private lives due to several reasons.

Being a celebrity exposes them to the public, and many celebrities take advantage of this in many ways. from endorsing sportswear to sunglasses, sometimes you even see them supporting politicians. Regardless of their interest this is important because they are trusted by their fans and are believed to be a person with morals and integrity. Sometimes you can turn on

These promote not only the products, but also the moods, attitudes, and a sense of what is and is not important. Mass media makes a possible impression of celebrity. However without movies, magazines, and news media to reach across people all over the world people could not become famous. In fact, only political and business leaders, as well as the few notorious outlaws,

Celebrity endorsements are one of the most famous methods of marketing used today. Celebrity endorsers are being used in about 25% of all the advertisements that we can see on the television. Marketers are investing large sums of money to have a contract with the celebrities as they believe that celebrities can affect the chances of success of a product. (Erica Weintraub Austina*, 2008) Kiakati

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

Furthermore there are other researches as well which suggest that the approach of using a celebrity to endorse a product can not be viewed as a general practice of using any celebrity for any product endorsement. Pornpitakpan (2003), while discussing match-up hypothesis, describes the results of a study by Erdogen et al (2001) which suggests that "British advertising agency managers considered various criteria like celebrity- target audience match, celebrity-product match, overall image of the celebrity, cost of hiring the celebrity, celebrity trustworthiness, controversy risk, celebrity familiarity, celebrity prior endorsements, celebrity likeability, risk of celebrity overshadowing the brands, celebrity expertise, celebrity profession and celebrity physical attractiveness". A match between the target market and the endorser is important for effectively transmitting right message to target audience. For example, the advertisements which are produced by Pepsi, are mostly targeted for youths and so the celebrity endorsers that they use in their advertisements are young personalities. The match up hypothesis goes true for the multiple celebrity advertising as well. A good example of this is the Pulse Polio campaign taken up in India to eradicate the polio