Use of Celebrities in Endorsements

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

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.

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

Building awareness: Partnership with celebrity creates awareness of the products and a real understanding of what the Organization offers. Audience tend to talk about the brand and the products as their favorite celebrity is featured in it.

Every day a consumer is being manipulated into buying a product due to the manipulation of celebrity advertisement. In Sue Jozui’s essay, “Advertising” she argues that we should boycott celebrity based advertisements and create rules and regulations for advertisers. The author supports her argument by first asserting that this kind of advertisement is insulting to the consumers. She continues by saying that advertisers constantly use a celebrity to support a claim. The author’s purpose is to inform consumers so that they do not get manipulated into buying the advertiser’s product because of the celebrity being showcased. The author expresses an outraged tone for the consumers. Advertisers should not rely solely on celebrities to sell their

The author establishes a critical tone for consumers. The author believes that it is unethical to use celebrities to promote products of companies, however, it is fair and justified in free marketing, and it is the consumer’s choice to buy something or not, it is not the company’s

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.

Celebrity endorsement is one of the most popular ways to promote a product in today’s market. Consumers make a purchase based on the price of the product, its quality, and the necessity to own the good. What can ultimately influence the demand of a product is to have a celebrity endorse a certain brand. Michael Jordan is considered arguably the greatest basketball players of all-time. However he only gained global recognition after his involvement with Nike and Air Jordan.

The history of celebrity endorsements goes back to 1970's when Josiah Wedgwood, co-founder of Wedgewood brand of chinaware, used big celebrities to endorse his products. Since then celebrity endorsements is one of the most important tools used for advertising and improving sales. It is a type of brand or advertising campaign where celebrities act as brand representative. Either this can be in a form of a commercial for product/service or celebrities own line of products. For example, celebrities like Kim Kardashian , Mary-Kate and Ashley Oslen have their own empire of retail items being sold all over the

There are many different ways that celebrities can influence people in buying a product. For example, Kevin Durant, and ax body spray.he is a user of the body spray, but also a test subject of the product. I think the reason why Durant was chosen was that he is one of the most legitimate basketball players. Since Durant is one of the most popular basketball players, so he gets a lot of credit. I think Durant was chosen because he has a lot of fans and admirers, such as celebrities. If I were to give an opinion on Durant I would say: the more ads you continue to do, the more the game will come to you. The reason why I think people would buy Durant’s products is that he is an athlete and, if people buy his product they

Celebrities do promote products, but that is not the dilemma. Sue Jozui in her passage, asserts that the use of celebrities to promote a producer's product should be boycotted because it misleads and insults the intelligence of the buyer. Jozui supports her position by first explaining that the audience is intended to buy items advertised based on the approval of the celebrity. She continues by stating, “Am I going to buy the newest SUV because an attractive talk-show host gets paid to pretend he drives one? I don’t think so.” The author’s purpose is to inform the audience to not buy a commodity based on the promotion of a celebrity, so that the advertisement does not mislead the consumer’s judgment. The author establishes a bitter tone for

Sue Jozui believes that we should not be able to advertise using celebrities because there is no valid way to prove that the celebrities actually use the product. The public cannot witness that the celebrities actually use the product. She believes that when celebrities say that they use the products, and talk about how great it is, it is misleading and “insults the buyer.” Jozui states that “We should boycott this use of advertising and legislate rules and guidelines for advertisers.” Guidelines will help evaluate testimonies and endorsements.

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 most important aspect of celebrity endorsement has been finding the right synergy between celebrity and product. It 's about selecting a spokesperson whose characteristics are congruent with the brand image. It is insufficient simply to add a well known face to a food label and trust that there will be enough devotees of that celebrity to generate sales. The consumer does not buy premium priced products more than once on that basis, and so unacceptable quality cannot be masked by a celebrity presentation. There 's one fact that advertisers need to keep in mind when using celebrity endorsements—never let the celebrity become your brand. If so, you 'll run the risk of

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