Right Of Publicity In Australia

According to Webster dictionary, a celebrity is defined as a famous or celebrated person. Celebrities serves as role models, heroes, cultural commentators, charity spokespeople, and political candidates. An exploration of celebrity culture uncovers changing conceptions of legitimacy, authority, and credibility at play in our culture (The Hedgehog Review, 2005) .There is a celebrity culture that has engulfed Canada, and indeed North America for a while now because celebrity culture is alluring, even to those who are embarrassed to admit it. There has been increasing infiltration of celebrity culture into politics. The media might have deliberately and unwittingly contributed in perpetuating this celebrity culture.

Ever since the start of commercial radio in the 20’s and the since the first silver screen entered the market, broadcasting messages by celebrities has been a tool employed to endorse products.”Just about every star was associated with one sponsor’s product he or she plugged.”(1). Over the years celebrity endorsement became an essential part of marketing (more than 25% of television ads feature celebrities)(5), for the endorser it became an easy way of generating an income while for the endorsing company it became a guaranteed way to reach a wide segment of potential clients.

“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:

How do we as a society play a part in the demise of an actor, athletes, and musical artist? We alienate them when they are a part of any scandal or scandals, companies drop them from their products, magazines, tabloids, and media outlets discuss the scandal non-stop, flooding us with the story non-stop. Whoever is a part of the scandal is often given meaningless interviews or book and movie deals. Any and everything the celebrity has done in the past, as well as the party of the alleged scandal is dredged up. This is often called “skeletons in the closet”. What they don’t want out is often exposed and even if it’s not true or a matter of privacy, we don’t care, all we want is the juicy info.

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.

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.

If there is a celebrity advertising a product then the advertisement becomes more beneficial for the company. Sue Jozui, in her excerpt, claims that products advertised by celebrities should be boycotted. The author supports her argument by first telling how it misleads and insults the intelligence of the audience. She continues by explaining that there should be rules for advertisers. The authors purpose is to set laws for advertisement is to stop celebrities from falsely advertising products. The author establishes an objective tone for consumers who also believe celebrity advertisement is wrong. The author believes it is insulting to use celebrities to promote product; however it is the consumer's responsibility to not buy every product he/she sees just because there is a celebrity promoting it.

According to MarketWatch.com (2011), “...studies show that people are more likely to purchase an item if it has come into contact with an attractive person.” This finding coupled with the already controversial topic of whether a journalist should endorse a commercial product for a stipend, raises some interesting concerns. Furthermore, does accepting these endorsements pose a threat to journalism and its ethics and constitute a conflict of interest [as to whether any journalist should endorse a commercial product]? Case in point, Reebok’s hiring of Erin Andrews, ESPN reporter and voted Playboy magazine’s sexiest reporter, to endorse a new line of shoes “Zoom Alpha Talon Cleat” has done just that. Those on the sidelines-as well as those who rival the endorsed product- can attest to this struggle. Is it acceptable for sports reporters, like Erin Andrews, to accept endorsement deals

The article suggests that money and exposure are key reasons for celebrities to tie their name to a large company that may not be healthy for children, for this reason; one questions the qualities of the celebrity. For example, one can question qualities of a famous athlete that endorses Sprite because soda leads to dehydration and athletes’ focus is often staying hydrated. Next, businesses use celebrities as a marketing strategy to gain attention for the product that the company wants endorsed. This causes the business to spend more money on more influential people leading to the assumption that celebrities are endorsing products that they do not actually use on a daily basis for money. After one is able to think critically about the logistics of the celebrity endorsing the product one can find that it is most likely about being paid or reaching a new

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

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.

Have you ever wondered what influences us to behave the way we do? Look a certain way? Or even looked for an explanation to what causes us to apply a certain perspective regarding personal and controversial issues? One of the answers to these questions may revolve around the influence we absorb from celebrities. A definitive term for celebrity is an iconic figure to a category or group who has achieved success in one or multiple aspects of their lives. As a result, these individuals have drawn in publicity and fame. Over the years with the advances in media and other forms of communication, celebrities have become topics of discussion worldwide, rather if it’s at school, with colleagues or at the dinner table, it is fair to say that

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

The downside of fame is the interference of the media in one’s life. Stories concerning celebrities are likely to attract customers, just for entertainment purposes. Celebrities’ life is publicized, criticized and mocked at. Reporting celebrities downfall seems to be particularly appealing to the public, and it seems that hardly a day passes without the news reporting a celebrity’s’ downfall. Some people are obsessed with famous people, their life styles, and have desire for more information. Media’s negative role destroys the famous people’s lives. Famous people deserve privacy and respect. This essay will discuss the unfair treatment received by famous people from the media.

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