Celebrity Endorsement Research Paper

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.

Consumers want to be reassured that the decision of buying a specific brand is sensible and would pay off while consuming the product/brand. Most of the times advertising helps consumers come out of the state of cognitive dissonance and satisfy with their decision of buying a particular brand. Celebrity endorsements can help consumers achieve this state of satisfaction. Celebrity endorsements have long been used to convince consumers to buy products. It 's an effective method of creating value, recognition and credibility for a brand

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.

The history of celebrity endorsement goes back to the 1760s. Josiah Wedgwood, the creator of the Wedgwood brand of pottery and chinaware, also known as the father of the modern brand used endorsements and new advertising strategies to build an impression around his company’s name that give the brand name a worth further than the attributes of the goods itself. Somewhere around 1875 and 1900, the trade card popularized celebrity endorsement, either given along with the product to the consumers or inserted in the packaging. The card had a photograph of the celebrity and a description of the product, but it had no quotation or a direct testimonial by the celebrity. Trade cards highlighted actresses like Lily Langtry and Sarah Bernhardt and baseball

The author establishes a critical tone for consumers. The author believes that it is unethical to use celebrities to promote products of companies, however, it is fair and justified in free marketing, and it is the consumer’s choice to buy something or not, it is not the company’s

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.

“The reality is people want a piece of something they can’t be,” says Eli Portnoy, a branding strategist. “They live vicariously through the products and services that those celebrities are tied to (Creswell pg. 12). It’s more accurate for an individual to buy something they see a celebrity drinking, wearing, or using because it looks good or looks cool, common sense tells us that if something is popular, it must be true and valid, but this is not in a society where smart marketing, and money can buy popularity. If a person is talking telling you the product will do certain things for you they are in authority and making it more believable. Popularity appeals appear in all different types of advertisements.

Although some people see celebrity endorsement as wrong, it is completely legal and has been used for generations. Sue Jozui in her passage argues that we, American citizens, should boycott this advertising method and create rules and guidelines advertisers. The author supports her claim by first explaining what celebrities do to advertise for business. She continues by stating her opinion in the subject. The author’s purpose is to convince the reader that advertising is wrong and should be taken out of marketing in order to protect buyers from the seller. Jozui’s argument is not strong enough to be enforced, or even supported, as it is merely opinionated to benefit her feelings toward celebrity advertisement.

Celebrity endorsement is one of the most popular ways to promote a product in today’s market. Consumers make a purchase based on the price of the product, its quality, and the necessity to own the good. What can ultimately influence the demand of a product is to have a celebrity endorse a certain brand. Michael Jordan is considered arguably the greatest basketball players of all-time. However he only gained global recognition after his involvement with Nike and Air Jordan.

The history of celebrity endorsements goes back to 1970's when Josiah Wedgwood, co-founder of Wedgewood brand of chinaware, used big celebrities to endorse his products. Since then celebrity endorsements is one of the most important tools used for advertising and improving sales. It is a type of brand or advertising campaign where celebrities act as brand representative. Either this can be in a form of a commercial for product/service or celebrities own line of products. For example, celebrities like Kim Kardashian , Mary-Kate and Ashley Oslen have their own empire of retail items being sold all over the

There are many different ways that celebrities can influence people in buying a product. For example, Kevin Durant, and ax body spray.he is a user of the body spray, but also a test subject of the product. I think the reason why Durant was chosen was that he is one of the most legitimate basketball players. Since Durant is one of the most popular basketball players, so he gets a lot of credit. I think Durant was chosen because he has a lot of fans and admirers, such as celebrities. If I were to give an opinion on Durant I would say: the more ads you continue to do, the more the game will come to you. The reason why I think people would buy Durant’s products is that he is an athlete and, if people buy his product they

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