Should Celebrities Be Used In Advertisements?

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

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.

Unfortunately, advertising is sending our country into a quick downward spiral, doing an immense amount of harm and little good. Companies pay millions of dollars each year, in hopes to successfully pull the wool over our eyes and get their product sold. The dishonesty is leaving the citizens of this country with nothing to gain. The biggest problem with advertising is that the majority of it is alarmingly misleading. Advertisements convey an unrealistic view of a particular product. Companies go to extraordinary lengths to persuade consumers to indulge in unnecessary luxuries. Once again, the consumer falls victim to their tricks and

Companies are very selective when choosing a celebrity to endorse their product because they know the person is a great candidate for them to sell their product to the consumers. Before the company signs on the celebrities to endorse their brands, the companies need to make sure that these celebrities meet three basic qualifications.

Advertisements are an extremely prominent part of American society. Very few places exist that an individual can go without being exposed to some form of ad. From product placement to billboards, advertisements exist in nearly every facet of life. Marion Nestle discusses what she considers to be one of the more heinous forms of advertisement in her essay, “The Supermarket: Prime Real Estate.” Nestle uses several persuasive techniques to convince her audience of the evils of supermarkets. Her use of emotionally charged phrases paired with her more logical assertions help to drive her point home while her clear bias and lack of supportive source detract from her overall argument

With the media becoming the main source from which the current society gets their daily information concerning products, news stories, and entertainment, it is wise to think critically about the messages they are conveying to us. These corporations spend large sums of money every day in order to grasp our attention. The question as to whether or not they have their customer’s best interest in mind arises and leaves the public no answer but to look to the advertisements they have produced. Consider the pistachio industry using a woman with a whip to grasp the viewers’ attention. In reality, is a provocative image what it takes to sell us a simple bag of pistachios? With advertising decisions like these come negative consequences such as the

Criticism of using sexuality in advertising has also noted that it promotes the objectification of women and them in a disrespectful environment (Boddewyn, 1991). Hence, at this point when Hilton is famous, marketers should take responsibility, as they further marketed her with an image of a ‘bimbotic’ girl (Bradely, 2007).

Do we want basic cereal or the fancy kind that athletes promote, or can we live with a plain shirt or do we want the one with a guy riding a horse emblem? These want that stray away from our basic needs are all driven by advertisement. No one is born wanting a Gucci shirt, they are taught and conditioned to want one. The Frontline documentary, “The Persuaders”, delves into the world of advertisement in order to explore different aspects of the industry that drives our desire.

People think “oh that product looks amazing, I want it” just because celebrities are in the advertisement, and it looks more credible. Consumers get influenced into buying products when the advertisement is amusing. Although that may be the case, it is up to the consumer to be responsible with what he/she is buying. Cover Girl’s Plumping Mascara commercial featuring Katy Perry does not get every girl persuade to buy it. Even though the commercial is great and looks like the product works really well, does not mean every person who sees the advertisement feels pressured into buying the product. Several men and women believe it is insulting to use celebrity advertisement to promote products and others think it is the buyer who has the responsibility of not getting suckered into buying everything he/she sees. Also advertisment is a way to promote products, celebrities should be allowed in

Therefore, the media uses celebrities to promote products, knowing that our attention will be taken by a celebrity everyone knows. According to Donatelle, the images and celebrities in the media set the standard we find attractive (para. 7). Based on the sentence, the media uses celebrities to create a perfect image of what people should look like. Americans have a phenomenon and an obsession with appearances. Yet, Soloman article talks about linking celebrities to brands so that the product used or endorse also take on an aspirational quality (para. 15). For example, enormous fans of Beyoncé will purchase her perfume to smell similar to her. Both articles state how celebrities are used as messages to get a point across to society, whether it is to promote a product or give an idea of something people should do. The media has shaped our preferences and has caused society to mimic the actions of

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”

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

“This kind of marketing is misleading and insults the intelligence of the audience (Jozui).” Jozui is explaining that using a celebrity as an endorser provides automatic approval and because of that doesn’t provide much evidence of how effective the product is. However, the consumer should have the ability and knowledge to do research on the product. ¨Am I going to buy the newest SUV because an attractive talk show host gets paid to…(Jozui).¨ Just because somebody is paid to pretend to like a product does not automatically give the product approval. Not everybody would agree with the right to advertise freely however, companies have every right to do

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.

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