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

Therefore, the media uses celebrities to promote products, knowing that our attention will be taken by a celebrity everyone knows. According to Donatelle, the images and celebrities in the media set the standard we find attractive (para. 7). Based on the sentence, the media uses celebrities to create a perfect image of what people should look like. Americans have a phenomenon and an obsession with appearances. Yet, Soloman article talks about linking celebrities to brands so that the product used or endorse also take on an aspirational quality (para. 15). For example, enormous fans of Beyoncé will purchase her perfume to smell similar to her. Both articles state how celebrities are used as messages to get a point across to society, whether it is to promote a product or give an idea of something people should do. The media has shaped our preferences and has caused society to mimic the actions of

Her face is done up with makeup; her hair, styled with bangs, is perfect, and her skin is impeccably – and impossibly – spotless. She is undeniably recognizable – undeniably Katy Perry. But why would any of this persuade people to but Pop Chips? Jack Solomon talks about Status Symbols in advertising and how it leaves an effect of the reader. That is what Katy Perry functions as: a status symbol. Jack Solomon writes that these advertisements that use status symbols “work by creating symbolic associations between their product and what is most coveted by the consumers to whom they are addressed.” (Solomon ???) In the context of this particular advertisement, the product would be Pop Chips and the ideas that are coveted would be wealth, attractiveness, fame and fortune which are captured by Katy Perry. Katy Perry effectively captures these ideals because she is one of the most popular and recognizable celebrity today because she is wealthy, attractive and famous for being famous. These superficial desires of fame and fortune are rooted deeply within every culture. These desires are so potent that they sometimes even supersede the basic American values of equality; leaving a contradiction within the

Overpaid celebrities endorsing a product, as if they use it every day, is apparently wrong and uncultured,offending the audience by working off of their social figures to lure them into buying an object. Or at least that is what some believe. Sue Jozui in her passage, argues that celebrity endorsement of products is morally wrong, and the act of it offends the buyer’s intelligence. The author supports her assertion by first giving vague examples of celebrities and the products that they endorse, none of which are actual examples. She continues by claiming that those endorsements are misleading and furthermore insulting to the consumer.

First of all, celebrities are ideal mediators for a capitalist consumer culture by representing ordinary individuals with extraordinary fame. By humanizing commercial commodities, celebrities present the comforting and familiar face of the corporal state (Hedges, 2009: 37). The association of a product with a celebrity essentially promotes the product, similar to an advertisement. Initially, a new product without any bit of credibility makes consumers wary. By merging celebrities that consumers are likely to recognize with a product, consumers are more likely to purchase the product due to familiarity. For example, if a new cereal brand were to be released to the grocery store, shoppers would be suspicious of the safety of its consumption. Televising a short advertisment of Lady Gaga eating that cereal brand humanizes the product and comforts the shopper to buy the cereal. This economical use of celebrities may benefit the corporal business, but leaves into question of the state of the celebrity as well as the consumer. Celebrities, or the ‘human pseudo-event’, act as role models, or at least influential points of society, for the consumption of the public. Hedges states, “Commodities and celebrity culture define what it means to belong, how we recognize our place in society, and how we conduct our lives” (Hedges, 2009: 16). Ordinary people

The world of advertising and business has relied on the power of celebrity presences since the birth of media. Sue Jozui in her excerpt argues that celebrity endorsements should be boycotted and advertising should be regulated with rules and guideline. The author supports her Argument by first using derogatory terms such as “insulting the intelligence of the audience” and words like “misleading” and “pretend”, are both negative. She continues by listing celebrity endorsed products. The authors purpose is to convince the reader that advertisers are money hungry businessmen who only wish to scam consumers. The author expresses a critical tone for the consumers of these products. Jozui's argument is weak because companies have the right to advertise

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

Furthermore, a transformation from a symbolic capital to an economic capital (Bourdieu,1986) within celebrity industry can demonstrate the significance of sign value over the use value in promotional culture. The attention transformed from a function to a sign value seems to shift the purpose of producing a product. In fact, promotional culture always associate with cultural and social forms such as human relations, in which helps to sell a sense of recognition and belonging (Rojek, 2001). It is worth to note that promotional culture assists in selling a symbolic capital rather than a material. Take Beyoncé’s visual album Lemonade to illustrate the meaning of conveying a sense of belonging and community through promotion. Firstly, Lemonade

In this article we see a celebrity endorsement deal being made between NBA Player Russell Westbrook and Jack Threads, a men’s retail website. A new line of frames being named, Westbrook Frames Silver Series, will be released with a heavy influence on Westbrook image. This article creates insight on consumer behavior as the celebrity endorsement of Westbrook adds value to these frames while creating a para-social relationship to consumers.

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.

On the other hand, Sofia Vergara is seen on a shot where a guy is staring at her with the Head and shoulder caption, “Have it all.” These cleverly suggestive language whispers to the readers, it promotes the products and manipulates the viewers, while at the same time flattering “her”. Advertising agencies would use emotional appeals to connect to women’s desires. Although the two ads endorse different products, they are both intended to satisfy women’s desire to be guided; people look up to these celebrities. Consumers are purchasing products because they knew celebrities were also users of the items. It makes them more comfortable with the products. They would have the mindset that if a product is good enough for celebrities then it would be good enough for them as well. This technique is especially effective with younger consumers as opposed to Generation X. It seems that the younger the viewers are, the easier it is to make an impression about their minds. Additionally, using celebrities as endorsers also fulfill consumer’s desire for attention. Advertising portrays people in an unrealistic

one paired sample t test was conducted to test the hypothesis that that there is a difference between the effectiveness of athletes and non-athlete celebrities in the endorsement of products. Participants viewed photo advertisements of athlete celebrities and non-athlete celebrities and then answered questions to assess the perceived persuasiveness and interest of the photos. Using a 7-point Likert scale, lower response values represented less persuasiveness and interest. A single composite variable that represents overall endorsement effectiveness was created by using total response value, comprised of the summed values of the persuasiveness responses for each participant and the summed values of the interest responses for each participant, respectively. This single composite variable was created in order to compare the average endorsement effectiveness of athlete and non-athlete celebrities. Persuasiveness ratings for athletes and non-athlete celebrities were significantly correlated (r = .68, p < .001). Levene's Test let us know whether the assumptions are met. One of the assumptions is that the variability in groups is equal. If that assumption has not been met, then a special form of the t-test should be used. In this research, the significance (p value) of Levene's test is less than .001, which is less than α(.05). So we reject the null hypothesis that the variability of the two groups is equal, meaning that the variances are not equal. Because the p value in

In his book Celebrity and Power: Fame in Contemporary Culture, P. David Marshall states "The close scrutiny that is given to celebrities is to accentuate the possibility and potential for individuals to shape themselves unfettered by the constraints of a hierarchical society" (246). Therefore, celebrities are seen as role models for a lifestyle that might never be fully attainable by the average person, but can be imitated. What is ironic then is that following a celebrity-endorsed lifestyle does not create individuality, but reduces it. While celebrities endorse products, they also appear in advertisements which promote a healthy lifestyle where through the abstinence

Self image has been research in the context of celebrity endorsement, and established that it is an important factor in marketing (Fortini-Cambell, 1992). Some of the respondents told stories of how they were influenced by celebrity endorsement when they were younger. One person referenced Michael Jordan and his endorsement of the Nike shoes. This reflects self image when considering what to buy and what influenced them. It also reflects a need to be different as well as the same time identify with a group of people. Apparently this can go both ways. If one product gets too popular among a certain group it can actually make others choose another product even though they like it.

Firms invest huge amounts as advertising expenditure for hiring the right celebrity. However there lies uncertainty with respect to the returns the company might be able to garner for the brand. Consumers perceive that the brand is of superior quality because it has been endorsed by a credible source. This makes endorsement as one of the key indicators of quality of any brand. The credibility of the corporate along with endorser credibility plays a significant role in shaping the attitude of the consumer towards the brand and the advertisement respectively. On the other hand, the over popularity of the celebrity can sometimes overshadow the brand. If the celebrity is involved in a number of endorsements, it creates confusion and hence negatively