The Popularity Of Celebrity Endorsements

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 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

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.

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.

Celebrities can have a significant influence on consumer choices since they’re recognizable and admired by targeting audiences. As this would give the celebrities a higher chance of influencing the consumer. For example, Justin Timberlake, a famous vocalist, has been a spokesperson who advertised for Pepsi. In addition, this example demonstrated business believe that Justin Timberlake will be a perfect person to represent Pepsi at the time. The reasons are he’s a famous singer, he’s handsome, and his fans will excitedly buy the product.

First, the advertiser used the celebrity endorsement because of the upcoming super bowl they hired a superstar player

increase in the last five years. Effective communication between the marketer and the consumers is the need of the hour and celebrity endorsement is a strategy that is perceived as

Celebrity endorsements should not be used when advertising. It is a dishonest practice that creates distrust within the media and the public. People are more likely to take the advice of their family and friends when considering which products to purchase. The public has a difficult time making a personal connection between someone that they do not know and a product. For these reasons, one can see why celebrity endorsements are not effective. Jozui’s argument is valid, because not only does it seem dishonest it is also an ineffective way to

Four out of twelve advertising agency managers mentioned PR coverage as another reason for using celebrities. Managers perceived celebrities as topical, which created high PR coverage. Indeed, celebrity-company marriages are covered by most media from television to newspapers (e.g. The Spice Girls and Pepsi). This particular reason has not been mentioned in the academic literature previously to the researcher 's knowledge. (Erdogan & Baker 1999)

THEORETICAL DEVELOPMENT Celebrity Endorsement, Meaning Transfer, and Self-Brand Connections Possessions can be used to satisfy psychological needs, such as actively creating one’s self-concept, reinforcing and expressing self-identity, and allowing one to differentiate oneself and assert one 's individuality (e.g., Ball and Tasaki 1992; Belk 1988; Kleine, Kleine, and Allen

Basically, celebrity endorsements are being preferred for almost every kind of product categories, like hotels, toiletries, telecom, razor blades, soft drinks and hard drinks among others. (Meri News, 2006). Celebrity endorsements is a billion $ unpredictable game by any of the multi-national firm or even small scale industry in this modern era of cut throat competition (Kambitsis et al., 2002). The pinnacle is the prime target of the advertisers to make a product attractive along with appeasing for its consumers. An explanatory study dictates that for any ‘Popular branding’ of a product along with utilizing its product manifesto, various prominent names bulge up in the head for making them the ‘Brand Ambassadors’ with companies inline viz. Pioneer, Accenture, Palmolive, Hyundai etc. Huge amount of money for sighing up a celebrity is a herculean task for a company but yet this approach has done wonders in bringing stability and credibility and turning it into the form of higher sales in the market. (Byrne. A, 2003). Globally, companies have been juxtaposing themselves and their brands with various celebrities. Some of the successful ongoing global endorsements can be:

There has to be a connection between fans and celebrities so that sales will increase and ads will be successful. Some say that several brands increased 20% of their sales after they teamed up with an endorser, because brands rely on celebrities for that service (Elberse , 2012, p 2&5). But there are some who don’t believe that celebrity can influence sales because according to Daboll (2012), consumers nowadays do not rely on celebrities alone, but on their social networks. They are only interested in ads that have important information about the product (p.5). There are also celebrities who endorse several brands which can be the cause why some consumers do not rely on celebrity promoted product. This is supported Rice & Kelting (2012) who claimed that having a fit between a product and a celebrity is the only positive effect from having multiple endorsements (p.4-4).

Abstract The term celebrity branding is often confused with a similar sounding and decipherable term called celebrity endorsement. While in case of the later, celebrities from various professional domains are

Previous studies have been done on consumers´ response to celebrity endorsement in advertising. Results of these studies show that celebrities make advertising believable and enhance message recall. Furthermore, when celebrities are recognized with brand names, it creates a positive attitude toward the brand and a distinct personality for the endorsed brand (Agrawal and Kamakura, 1995).

Celebrity endorsement in mass media advertising has become a very beneficial phenomenon for many countries and has significantly increased in the past decade, and should be the main principle of brand communications since it is the key to marketing success. Any product that is displayed in a television commercial or magazine advertisement by a corporation that uses a celebrity or well known public figure to give a testimonial or information about the product, is practicing celebrity endorsement. Although commonly thought of starting in the United States, celebrity endorsement began in India during the ‘80s but has since