Serena Williams Advertising

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.

Katie Harman, a 21 year old Portland State University student, was crowned the 2002 Miss America Oregon's first winner on Saturday night in Atlantic City, N.J. Along with the reset of the nation, Darla Harman of Gresham watched with mounting excitement as the original crowd of 51 beauties was finally winnowed to Katie Harman, a young woman whose bright, Grace Kelly like demeanor signals a possible change in instition that many have considered to be

The ads that I got were all from the “Living” magazine by Martha Stewart. The first ad is from their 25 Anniversary Issue December 2015/January 2016. The second ad is from the March 2016 Issue, and the third is from the April 2016 issue. In their ads they emphasizes on the experiences that a product can make us feel, besides the material goods that we obtain, they advertised as a good experience that you could have if you buy the product.

more than sell the product. The athlete actually becomes a ‘human brand’ in his or her own right.”

I have been watching the U.S. Open religiously over these past two weeks. The world riveted and awe-struck as Serena Williams the greatest female tennis player to ever live approached the possibility of garnering a Grand Slam - winning four major championships within one calendar year - a feat last achieved in 1988. The world watched with bated breath as she meticulously defeated her opponents. Her victories were by no means easy. She struggled, she looked at times defeated, but in the change over between sets, in the seconds between one game and the next, she gathered her strength and kept pushing forward.

Ranked number one in the world among female tennis professionals in 2002, Serena Williams had become one of the sport’s most exciting and closely watched young players. With her older sister Venus, she formed half of a tennis-prodigy pair that had been making headlines from an early age. As an African American in a historically white- and European-dominated sport, she found herself in the spotlight and under scrutiny. Serena and Venus Williams were coached by their father Richard, an unorthodox career-builder whose methods stirred comment and controversy. Beyond all these reasons Serena Williams caught the attention of tennis fans simply because she was a player of extraordinary ability and dynamism. She has risen to the very top of her game

Serena Williams is the number one best female tennis player in the world. Thousands of little girls and boys look up to her everyday. People want to be like her, look like her, and play like her.

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.

In 2012, H&M used soccer star David Beckham is perhaps one of the most vivid ads still today. Beckham, a tattooed, athletic and muscular man, embodies hegemonic masculinity to a sporting audience. Because Beckham is a globally recognized, the commercial does not need to add his athletic ability, financial statues, and wife to gain audience viewers. By being married, Beckham is observed to be a “real man.” Placing someone like Beckham in a Super Bowl commercial, unlike an ordinary man, bring a whole new meaning to today’s society.

We all have that one person that we look up to, admire, and strive to be like; especially as teenagers! But how does that strengthen advertising? Some sports companies have realized that featuring professional athletes who are also positive role models has significantly helped the sales of their sports equipment. Why? As teenagers see these advertisements containing some of their favorite (and well known) athletes wearing certain brands and using certain products, they become more likely to purchase those items. In the article, “Under Armor Wants to Dress Athletic Young Women” by Elizabeth Olson additionally shows specific athletes chosen to help advertise merchandise to younger athletes by stating, “…the professional soccer player Lauren Cheney;

Many companies are using celebrities to promote for a certain kind of product. Sue Jozui in her passage, arguing that using celebrities in advertising are insulting the intelligence of the audience, and this kind of advertising should be boycotting. The author supports her argument by first giving examples of celebrities using some kinds of products and promoting for them, she continues by calling authorities to stop this kind of advertising. The author’s purpose is to show that using celebrities in advertising is misleading and insulting in order to stop this kind of advertising and legislate rules and guidelines for advertising. The author Sue writes in critical tone for consumers and authorities. However, the consumers are not forced to buy anything and it’s their responsibility to evaluate the product.

Serena Williams was born on September 26, 1981 in Saginaw, Michigan, she is currently 35 years old. Her parents are Richard Williams and Oracene Williams. Serena has multiple siblings including Venus Williams who is her older and professional tennis player sister. Even though Serena was born in Michigan she grew up in Compton, California for a while because Serena and her family moved there when she was a baby. Serena's father was detirmened for her and Venus to become sucessful tennis players so when she was 3 years old, he would practice for hours with her dad. Serena learned how to play tennis using an adult-sized racket because she was unable to afford a children's racket.

Serena Williams is the best women's tennis player in the world today, and has been virtually unbeatable during much of the last two decades. At 33 years old, she is the oldest woman to win a grand slam event in the open era, she has 21 slam victories – just 1 behind Stephi Graf for the most in the open era, and is only three slam wins behind Margaret Court, the phenom of the 60s and 70s, for the most slam wins in history. If she wins the U.S. Open later his year, she will be the first woman to complete the calendar year slam since Graf did it in 1998. In doing so, she will also have tied Graf as the winningest woman in the Open Era and 2nd most in history, just 2 slam wins behind Court.

Although the overall message of women’s sports ads is sometimes positive, theirs big different between the female and males ads. I will be using an ad by the Women’s Tennis Association’s featuring Victoria Azarrenka saying: “Strong is Beautiful” which is an inspiring message. However the way she is portray sexualizes her, the camera not only zooms to her crotch to chest to face which to me seems unnecessary, and the ad should be displaying their athleticism in a racy way. Another argument could be done, that maybe the ads are the way they are because men produce them and they don’t stop to consider. Men on the other hand, are showed at their best playing their sport. They exploit their abilities not their image. If the roles were reverse and

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