The Product Of Celebrity Endorsement

The average number of teens watch almost three hours of television per day, which reveals them to thousands of images of violence, sexuality, from advertisements, according to the research done by scientists, by the time today's teens reach their old age, they would have watched between seven to 10 years worth of television during the trajectory of their lives. The content and the amount of television that teens watch substitutes other activities and could have a negative influence.Brands fascinating to teens take advantage of their particular vulnerabilities, the desire to fit in, to be apprehended as attractive. Teenagers have become the main target for advertisers. Teenagers are impulsive and invariably want the latest and greatest things. Advertisers see teenagers as great gateways to persuade themselves into buying their product. Teenagers come across over 40,000 advertisements per year whether on the Internet, TV or in their schools. Ads are constantly telling teenagers to buy this, look like that, or act a certain way. There are negative sides to advertisements harnessed towards teenagers. Teens are extremely accustomed to their place in the peer ranking, and advertising acts as a kind of "super peer" in leading them toward what's cool, what's satisfactory and what’s acceptable.Many teens are highly resistant to messages around body image, and marketers use this to their advantage with their

In the source Fact about Marketing to Children, it states, “ … 12-to 13-year-olds: 62% say that buying certain products make them feel better about themselves.” If kids don’t have certain products they aren’t considered to be “cool” or “popular” which leads the kids who aren’t considered cool and popular to feel bad about themselves. Also, in the article Science, Daily studies proved beauty products are shown to decrease 12-14-year-old girls self-esteem. As has been noted, the actors the advertisers use to show the beauty products are perfect women who have perfect images. With this in mind, when product advertisements were more focused on problem-solving lower self-esteem studies didn’t show up

While these cases were obviously false, neither impacted the self-esteem of impressionable teenage girls like some of the advertisements of today. Many false advertising cases, which heavily impact teens, come from cosmetics and weight-loss supplement companies which promise immediate results. These results are fueled by the desire to have flawless skin and to be extremely thin, like the models are portrayed as in the advertisements, but what these susceptible young girls do not see is the airbrushing and photoshopping and intense editing that happens before any photos are published. The desire to be like the models in these false advertising cases has caused a spike in depression, eating disorders, and hyper-sexism in teen girls.

Proactiv is an acne treatment that was made by two famous dermatologists named Dr. Katie Rodan and Dr. Kathy Fields. In this advertisement, Katy Perry persuade people to buy Proactiv. During this commercial Katy Perry uses emotional appeal by sharing a personal story about how acne has affected her and made her feel insecure about her face. At the beginning of this commercial they show Katy Perry being a hyper and energetic person who might seem to have perfect skin when the camera is far away from her, but as the camera gets closer to her face the audience will notice that she has a lot of acne. In this commercial, Katy Perry stated that, “I (She) have tried all the acne products but nothing seems to work for me, until I used Proactiv.” After three weeks of using Proactiv, Katy Perry said that, “All her big acne has gone flat.” Watching this commercial, there were a lot of unique techniques that Proactiv used to captivate the mind of their audiences. In this commercial, Proactiv uses the Greek philosopher Aristotle’s Ethos, Pathos, and Logos to persuade consumers that their product is valid. This rhetorical analysis essay demonstrates how Aristotle’s method is used in the Proactiv c

Media has developed a specific perspective on how people should look. A flawless complexion has become one of the major goals for society. Many people suffer from different types of skin conditions but one condition most have in common is acne. Almost everyone in the world has to deal with at least some type of acne problem; whether it is a few pimples here and there, or severe acne. Acne solutions have spread world wide, and they are advertised everywhere people look around. One acne treatment that has grown successfully is Proactiv. Proactiv is constantly changing the faces of millions of people across the globe every day. The company Proactiv has been on a mission to help acne victims take control so that their physical and emotional challenges of acne are no longer a factor in life. Their vision is healthy, beautiful skin for all. The company does the best it can to promote their products daily. Whether it is on a billboard or a television commercial the product is always being exposed to society. Proactiv perfected their propaganda techniques by using plain folks, testimonial and bandwagon in their advertisements. They know exactly who they are targeting and how they are going persuade their potential consumers.

“We are coordinating various aspects of the business, so each takes advantage of the opportunities provided by the other” – Sumner Redstone, CEO of Viacom.

Under society’s norms for decades, young women have been put under the pressure and anticipation to have perfect bodies. That is, thin and curved, beautified by applying pounds of the makeup to their face but not appear ridiculously overdone. Who’s responsible for these standards imposed on young women? When a young girl picks up the model along the cover of Vogue being called flawless, it’s easy for her to then aspire to be a real-life imitation of the photocopy. These companies produce magazine covers shown with girls’ images daily. As if keeping the perfect body wasn’t hard enough our culture also forces girls into the forever expanding world of composition, however, body image is a pressing issue for young women. Advertisements and posters of skinny female models are all over. Young girls not only could be better but need to be more upright and feel driven to throw the perfect figure. Moreover, girls are evaluated and oppressed by their physical appearances. With supplements and apparel designed to enhance a facial expression; social media, magazines, and marketing campaigns and advertisements add to the burden of perfection. The fashion industry is a prime object of body image issues, as they believe clothes look better on tall and svelte women. Established on a survey participated by 13 to 17-year-old in the U.S., 90% “felt pressured by fashion and media industries to be skinny”, with more than 60% routinely compares themselves to models, while 46%

The media is one of the leading causes of self esteem and body image issues in not only women but men as well. This is due to the fact that thousands of advertisements contain messages about physical attractiveness and beauty. Examples include: commercials for clothes, cosmetics, weight loss, hair removal, laser surgery and physical fitness. The effects of advertising on body image have been studied by researchers, psychologists, marketing professionals and more. Researchers, Mary Martin and James Gentry found that teen directed advertising negatively impacts self-esteem. The advertising industry is setting unrealistic expectations for teens about their physical appearances by using models with "perfect bodies." The modeling industry today has put many pressures on models, causing them disorders of both mental and physical illness. These disorders then creating the look of the “perfect body” have now lead to unrealistic expectations of body image for society.

When Victoria’s Secret is allowed to have models prance around on screen but Lane Bryant Ads (lingerie for plus size women) is banned then there’s a problem. The media is portraying these models who are thin to the point where it is unhealthy. And the media is feeding society lies. A perfect example is of Gerran Tyler. Tyler was a 12 year old supermodel. She walks the run way for clients like Marc Jacobs, Calvin Klein, and Betsey Johnson. She’s tall, thin, the perfect model because she hasn’t hit puberty yet. She walked during New York Fashion Week and posed for these designer brands advertisements. This body type is unachievable for almost all adult women (Roberts). Somebody in their twenties or thirties doesn’t have the ability to look like a twelve year old girl, but this is how these designers are telling us to look. Tyler had an amazing career and high expectations but the fame didn’t last long. As she got older and hit puberty she began to develop boobs, hips, and curves. She began getting less and less bookings. Her supermodel career was virtually over. “Eighty percent of 10-year-old American girls say they have been on a diet” and the, “Number one magic wish for young girls 11-17 is to be thinner” (Missrepresentation). This self-esteem problem with young girls is a result of these unobtainable ideas of beauty. Jennifer Siebel, creator of the documentary Missrepresentation, says

Hannah Carpenter was a victim of advertising. Resulting from the unrealistic beauty standards promoted by advertisements she saw every day, she was never proud of her own body. And tragically, at only eighteen years of age, she committed suicide. Sadly, Hannah was not alone in the pressures she felt about not being perfect like the models she saw on television. In fact, teenagers and children nationwide are being influenced by advertising in negative ways. Advertisements are promoting flawlessness in women that does not exist, unhealthy eating habits, and the idea that happiness must be bought.

Social media has a huge impact on a teen’s impressionable minds, since teens are bombarded with the pressures of buying the newest devices and apps; But not only does social media pressure teen’s to buy these items, it also pressures them to have the “Perfect Body”. In today’s society we have been influenced by celebrities and the media’s ideas of what the “Perfect Body” is. Whenever we go on our favorite apps, you are bound to find an ad featuring a popular celebrity (or model), posing with a waist shapers (or FitTea) (and/or photoshopped to a point where they are unrecognizable); (When teens see this, this makes teens think differently about

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 unrealistic standards of beauty is hurting this generation of what the media and society thinks a girl has to look like, for many years the media has been trying to construct the ideal image of what a “perfect woman” should look like. They believe there only beautiful if they have long legs, great hair, and curves in the right places (HuffingtonPost2017). Which is not the influence that we want to carry down to future generations of girls who feel like they must live up to the expectations of girls who have the “perfect body”. With media apps being popular in the 21st century, there was a survey done on some of the top media apps, their study #statusofmind surveyed almost 1,500 young people aged 14 to 24 on how certain media apps impact health ( CableNewsNetwork 2017). Body images statistics say 80% of woman say images,

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

The problem I am addressing is how to help teenage girls resist pressure from advertisers to look thin. I will be proposing ways to change people’s specific attitudes and behaviors that will potentially close a gap between what is happening and what should be happening. The goal is not to educate or increase awareness about this issue because it is a very widely talked about topic. The ‘problem’ is that teenage girls (who) should not be peer pressured to look thin (what) in today’s (when) society (where). What is happening today is that teenage girls have this societal pressure to look thin. This is mostly due to companies and advertisers putting out campaigns with smaller, thinner models and celebrities. With the rise of technology, people are becoming more and more influenced by what they see on television, the Internet, and social media. Teenage girls see these beautiful, thin celebrities and aspire to look like that. Girls are more vulnerable than ever today and some will do just about anything to give in to the pressure and try to look like someone else. What should be happening is that companies and advertisers should use a more diverse group of woman when putting out campaigns. Beauty comes in all shapes, sizes and colors. They should be embracing the diversity throughout the world and show that off when advertising. This is impacting mostly teenage girls as their bodies are changing and as they are trying to figure out who they are. However, this pressure is not just