Celebrity Endorsement

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

The literature on Akhtar et al. (2016) has highlighted celebrities have the greater effect on customer purchase intention through celebrity endorsement and sponsorship. More specifically, companies chose celebrity endorsement and celebrity sponsorship as their marketing strategy also shown an increase in sales reports on both products and services (Akhtar et al., 2016).The literature on Akhtar et al. (2016) has highlighted celebrities have the greater effect on customer purchase intention through celebrity endorsement and sponsorship. More specifically, companies chose celebrity endorsement and celebrity sponsorship as their marketing strategy also shown an increase in sales reports on both products and services (Akhtar et al., 2016).The literature

“People are more likely to pay attention to a TV commercial if one of their favorite players is talking, than they would be if the owner of the company was the star” (Miller). It is the association with the known and likeable character which may attract people to follow celebrity endorsements. It may also be the association with success which the athlete is characterizing. Whatever the case may be, Miller gives tips of what marketing companies look for before persuading a player with an endorsement:

It is known to be true that the best endorsements achieve a deriving ideas, style and taste between the product and the celebrity. Giving a brand an appearance is more than just a marketing strategy to increase sales; it is a decision that can change the outcome of the brand for the

Use of celebrities in advertising is no new concept, companies have used celebrities to sell everything from cars, to moisturizer. Celebrities, due to our consumerist and media based society, are the ideal salespeople. (Wright, 2015) PETA’s campaign team understands that celebrity can help sell products and put a spin on that marketing technique by using celebrity endorsement in order to sell their ideals, and a vegetarian/vegan lifestyle. Celebrity endorsement can help companies and non-profit organizations such as PETA to gain public recognition, and to make a strong impression on viewers and consumers, so that they will remember the product, or in PETA’s case, consumers will remember the ideals and advocacy that the organization is promoting. (Fleck, Korchia, & Le Roy, 2012) It’s also apparent that a celebrities attractiveness has something to do with it as well. Fleck, Korchia, and Le Roy also state that “A celebrity spokesperson's physical attractiveness has a positive impact on brand recall, attitude toward the brand and purchasing intent”

Celebrity endorsement is possibly the most successful form of advertising. The fact that a celebrity approves of a product is often enough for people to get on board. Advertisements create a false life or image. Chiat says in his article: “Advertising--including movies, TV, and music videos--presents to us a world that is not our world but rather a collection of images and ideas created for the purpose of selling” (Chiat 212) .There is no better way to sell a false life or idea than to have a celebrity sell it for you.

It is not uncommon to see celebrities on TV market in other products, author Sue Jozui has other opinions. Author Sue Jozui in her excerpt, explains her view that there should be rules for celebrities endorsing other products and being misleading. The author supports her opinion by first explaining about how a celebrity may advertise a coffee, or a brand of car. She continues by arguing that advertisements are misleading. The author´s purpose is to draw awareness to this issue and wanting a prompt change so that new rules can be put in place to regulate the marketing and advertising industry. The author sets an informative tone for the consumer. The argument Sue Jozui, the author is making is that she believes there should be rules on celebrity endorsements, however the consumer may disagree because they have the power to buy the product.

Celebrity endorsed products are advertised to a point that they are said to , “insult the intelligence of the audience” (Sue Jozui). Sue Jozui in her argument, discusses how using celebrities to advertise products is unfair to viewers and that we should boycott against this kind of advertisements. Jozui supports her claims by first describing how viewers buy products if endorsed by celebrities. She continues by giving her personal opinions on the misleading advertisement that insult that intellectual levels of viewers. Jozui’s purpose for this speech is to persuade customers to follow her steps in boycotting this type of advertisements. Jozui asserts a concerned tone for customers. Although, given Jozui’s point of view, the idea that these advertisements are built off of a free market economy that needs competition for it to grow giving companies the right to endorse products to however they desire.

Every day a consumer is being manipulated into buying a product due to the manipulation of celebrity advertisement. In Sue Jozui’s essay, “Advertising” she argues that we should boycott celebrity based advertisements and create rules and regulations for advertisers. The author supports her argument by first asserting that this kind of advertisement is insulting to the consumers. She continues by saying that advertisers constantly use a celebrity to support a claim. The author’s purpose is to inform consumers so that they do not get manipulated into buying the advertiser’s product because of the celebrity being showcased. The author expresses an outraged tone for the consumers. Advertisers should not rely solely on celebrities to sell their

Brand competitors and the diversity of choice that is available to consumers, puts brands under pressure to offer high quality products and service, excellent value and a wide availability (Clifton et al., 2009). Brands must differentiate themselves from the competition and create an unforgettable impression.

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

Celebrity endorsement and beauty appeal are both conventions for advertisements due to the way they attract viewers. Carl's Jr is notorious for hiring models and well known celebrities

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