Cover Girl's Plumping Mascara By Sue Jozui

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 informal fallacy “Argumentum ad Verecundium” is defined as the appeal to authority. Seeing celebrities promoting products forms an instant and subconscious conclusion in our minds that the product being advertised is of high quality, making the Verecundium fallacy a valuable tool in creating sales. It has an automatic influential nature, and as such, dominates the media and world of advertising in all forms: it appears in all kinds of advertising media, though it is particularly dominant on television commercials and roadside billboards. It can be used to promote any product from a car to a fast-food restaurant.

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.

The ones selling this product obviously want to grab your attention by Halle Berry being practically the main focus. People viewing this advertisement will only be focusing on the attraction of the image, how they would love to look like her and by buying the product it might boost

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.

Many commercials feature your favorite stars to help endorse a products. Sue Jozui in her excerpt, argues that consumers should stop supporting companies that use celebrity endorsers and that laws should be put in placed for advertisers. The author supports her position by first stating that the audience would connect approval of the celebrity with approval of the product. She continues by claiming that these kinds of advertisements are misleading. The authors purpose is to convince the readers to boycott certain companies that use celebrities as endorsers so that these commercials are no longer the norm. The author establishes a critical tone for consumers of voting age. The author's argument is invalid because companies should have the right to advertise how they choose.

As women watch these ads , they gain a sense of ambition to want to be as beautiful as the lady promoting the product. In the truth about beauty, an article written by Virginia postrel, it reveals an average woman in a photo, the woman goes through countless layers of make-up and hair transformations, after this another photo is taking. Then, technology programs that manipulate the picture until the woman was absolutely stunning were used on the photo. This is an example of how cosmetic companies give women a false sense of hope through advertisements, They are using beautiful women to promote a product and tell how great it works for them when in reality the women have yet to use the products.The media tends to capitalize on the insecurities of the people. A quote from Susan Bordo's "the empire of image in our world of bodies " demonstrate how the media use beautiful women with perfection in the areas that most women are uncomfortable with to highlight those insecurities " im 56 . The magazines tell me that at this age i can still be beautiful. -they mean cher, goldie , faye,candace. ( The Media takes these women who are generally in the same age group as Susan and exploits her insecurities turns around tries to capitalize on them by using these beautiful women as

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

Introducing the essay, ”Celebrity Endorsement Advertisements” sponsored by Curen Nordeen, who says he loves when celebrities sponsor a product. Sue Jozui in the passage, “Advertising”, she argues that endorsement ads should be boycotted and banned. The author supports her argument by first stating examples of some celebrities endorsing ads. She continues by asking her audience to support her by boycotting the celebrity sponsored products. The author’s purpose is to convince people that endorsed ads are not beneficial so that people stop buying them.

Many advertisements use celebrities to sell their products to people. When people see a famous person posing with the product it appeals to them more than if a non-celebrity was posing with it. Many advertisements take advantage of people by using celebrities in their commercials to distract the product so you focus more on who’s presenting it. this may influence one to buy it without thinking about the negatives and cons about the product. Sometimes the people watching get taken advantage of because the more appeal to authority are not valid arguments.

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

Wonderful post Giselle! Your insights to celebrities influence on consumers decisions are on point. As you have mentioned opinion leaders like Oprah Winfrey allow an opportunity for consumers to build a connection through instances like using the same dieting strategy, make up use, and trying new perfumes advertised by a celebrity. A lot of celebrities are idolized by many and for marketing this is a perfect advantage.

misleading or insulting the intelligence of the customer. A celebrity can attract attention to a new or failing product and boost consumer ratings. While a celebrity usually does influence people to buy certain products, this does not mean that they are manipulating a person to buy it. Usually the makers of the product ensure that it looks appealing to the customers eye while the celebrity just advertises it and brings it positive attention.

Celebrities can have significant influence in commercials because people are going to more likely follow them due to his or her fame and/or popularity. For example, John Cena, a famous WWE wrestler advertised for a brand of garbage bags known as “Hefty Ultra Strong” garbage bags. The message in the commercial is that these Hefty brand garbage bags are mighty, strong, durable, and can withstand a lot of weight, like John Cena, not to mention these bags are low priced. As a result, many people may more likely buy Hefty brand garbage bags due to the commercial saying that they can hold more garbage than any other garbage bag without ripping or tearing.

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