The Effectiveness of a Celebrity Spokesperson in Advertising Essay

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

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

Al Ikhsan uses celebrities to represent the ideal customer or user of the firm’s products. The company’s advertisements present highly popular personalities, such as professional athletes. The target customers see that their favorite celebrities use the company’s products. As a result, the customers are motivated to mimic the behavior of these celebrities. Through the use of celebrity figures in advertising, Al Ikhsan’s marketing communications mix promotes the firm’s products to customers by motivating them to mimic how these celebrities prefer Al Ikhsan.

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

If we look at the case of Canada Goose, they sent their coats to celebrities to have their brand to be imprinted on the American consciousness. They sponsored cold-weather film festivals where the Hollywood crowd could cosplay for a week as snow bunnies. We know from examples from various industries that celebrities often have a huge impact on consumers’ decision because consumers admire celebrities and want to be like them. This can be illustrated by Adidas Yeezy, an official collaboration sneaker by Kanye West and Adidas. Taking advantage of Kanye West’s fame, Adidas successfully not only marketed their products but also acquired significant amount of revenue.

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.

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.

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.

Big companies like to use celebrities to help them endorse their product. For example Katy Perry is one of the big celebrities being used to help Cover Girl to sales their products all over the world. The reason the company chose her because she popular, and is a big hit with fans in the music industries. The company thinks with her as their spoke person, she will convince her fans and young women out there that Cover Girl is the best make up product. The company want to be appealing to teenager who are just getting into make up, and also women who are contents buyer of the brand Cover Girl. With the help of the celebrities popularity it does help with endorsing the product and selling it. Yes this technique has had and affect on me before.

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

Celebrities can have a significant influence on consumer choices, because they are recognizable, widely known, and appreciated by a target audience. For example, Selena Gomez, an actress and singer, is known for advertising for the shampoo company, Pantene. This example shows Selena Gomez as an appropriate celebrity for this ad, owing to the fact that she has beautiful, dark, silky hair, which can help convince people to buy the Pantene shampoo. Moreover, Selena Gomez can help influence people, because they may believe that if they use the Pantene shampoo, they will have beautiful hair, just like her.

Celebrity endorsements are one of the most famous methods of marketing used today. Celebrity endorsers are being used in about 25% of all the advertisements that we can see on the television. Marketers are investing large sums of money to have a contract with the celebrities as they believe that celebrities can affect the chances of success of a product. (Erica Weintraub Austina*, 2008) Kiakati

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