Effectivenes of Athlete and Non-Athlete Celebrities in Product 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

“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

The positive feedback on products to assure quality and may lead to a purchase decision. Endorsements by celebrities and models play an important role in such buying patterns.

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 an effective persuasive appeal for advertisers. In fact, USA Today’s ad meter which measures advertising excellence has been dominated by car companies for the past two years. What do these car companies have in common? “…Hyundai took the prize for an ad starring Kevin Hart.” (Brady para.

When personally evaluating the credibility from digital media advertising, the context of what the advertisement is trying to portray and the message that it is trying to achieve are important. Meaning, every advertisement has an objective that is presented in a certain matter; therefore, understanding both is how I evaluate the credibility. For instance, when it comes to dietary supplements, advertisements that showcase celebrities for promotion of the product loses creditability. Individuals identify paid promotion with dietary supplements constant; therefore, the products endorse by celebrities have less creditability. On the other hand, when Jared Fogle, the spokesman of Subway, shared how eating healthier Subway sandwich is the reason for his weight lost- individuals were more prone to purchase Subway’s sandwiches. Inference, credibility is measured depending on the contexts of the digital advertisement, and the objective for the product.

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.

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

The concept of using sports stars to market non-sport items has soared to new heights. Every corporation in the world is trying to get the edge over their competitors. The classic example is that of the “Cola Wars.” During the 1980s, Pepsi and Coca Cola began an advertising slugfest, in which Pepsi emerged victorious by using Madonna and Michael Jackson as puppets in their commercials. These two companies, as well as thousands of others, have taken advantage of exposing celebrities in their commercials and advertisements. This is done as a means to persuade the public that these products are worth buying.

If a consumer likes a celebrity and the celebrity is in the commercial telling them to buy a certain product the consumer is more likely buy the product. The evidence above shows that if you like the product it's more effective than seeing a stranger telling you to buy the product. Advertisers think using celebrities is a more effect method of advertising. Buyers purchasing the product are more likely to buy an item if they know the celebrity in the commercial. Consumers like things they know not things they don't do advertising with a celebrity is more effective than without.

In the source, Jaeggi gives the example of Lionel Messi, the professional football player, has the face of Adidas. People would view this guy as a reputable figure since he is in a professional sports field, he probably knows most on which products provide the most support to preform the best. As a result, people will then trust him and buy products from Adidas if Lionel Messi recommends them. Adding to that, even if they don’t know much of the product or don’t play much sports, people would still buy it if they are a big fan of Messi. I recall a personal experience last month, where I bought a makeup product, where the singer Demi Lovato was the face of the brand.

Celebrity endorsement was applied to the ad in order to make the group be inclusive with. As shown within the ad, famous football players were endorsed. The endorsement generates a respected group, so it attracts the target audience to the product. This is intensified by the bandwagon technique into lifting the thought of inclusiveness with the celebrity group. For instance, the text, “Offical Nutritional Supplement Provider Of The,” above the Hurricanes logo. This influences the target consumer to buy their products by installing the thought of being included to professional athletics by its purchase. By utilising celebrity endorsement and bandwagon, the ad wins over athletic men through joining the celebrity

Moreover, companies use famous sports athletes in every race in advertisements, so that the product is targeted for everyone. According to Howong, “Researchers have consistently provided empirical evidence showing that consumers tend to be attracted to advertisements featuring a spokesperson from their own racial group” (Jeong 1). If the audience sees their famous sport athletes that have the same race as the audience then the audience will be interested in the product. The companies strategies is to use race and famous athletes to target consumers to buying the product because their famous athlete has the product. An example is the ‪Adidas Is In All Commercial justice civilization in YouTube. It shows all of the races playing all different

When I learned that I had to write this research paper, instead of procrastinating, I convinced myself to JUST DO IT. This phrase also happens to be one of the signature phrases of the leading athletic apparel company, Nike. The JUST DO IT campaign has been very successful for Nike, but it is not he sole reason for their success. Nike's campaign has definitely persuaded me to go out and buy a few Nike products. So what exactly does Nike's persuasive campaign consist of? This paper will discuss all aspects of Nike's persuasive campaign. Some of the campaign's strategies, goals, and techniques will be revealed. Some persuasive theories that can be applied to the Nike advertising campaign will be identified and