Using Celebrities In Advertising By Sue Jozui

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

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

In his essay, “With These Words I Can Sell You Anything,” William Lutz talks about advertisers uses “weasel” words, and uses pictures or images to convince consumers in buying the product. In today’s advertisement, advertising company mostly uses celebrities as an endorser. Emma Stone has been a great endorser of Revlon for the couple of years. Emma Stone has fresh and natural beauty to be a perfect model for this product. Her 2015 Revlon cover is selling the newest “Ultra HD Lipstick” that comes in “20 high definition shades to love” (ad). Emma stone is portraying a very sophisticated look, and fine hydrant red lips. Her lips are red, everything on the advertisement are almost red, and the “Revlon” logo is dauntlessly red. She is wearing a white top that is perfect for the background. Her hair is blond, and her makeup are elegant looking. The design of the advertisement is flawless. Out of the 20 shades, the red is defining the brand. Red is very outstanding, and is sure to gain buyers attention. Revlon’s advertisement contains weasel words to make a claim for their products; the ad is misleading by claiming that their lipstick is wax-free gel technology, and the ad uses celebrity as the endorser to redirect consumer’s

Whether you’re from the North or the South, Whether you call it Soda, cold drink or Pop, we all enjoy these lavishing carbonated beverages at some point. With or without someone's influence. They are delicious no doubt about it. The fizz when you first open them. The rush you get when that first taste hits your taste buds. Commercials are made to get a product know and some even use celebrities to show the audience a familiar face. “They get more publicity and often a big paycheck”, says an article by Justin O’Neill. It is debatable if these celebrities should be allowed to be a face for these products because they can be unhealthy.

Celebrity endorsed products are advertised to a point that they are said to , “insult the intelligence of the audience” (Sue Jozui). Sue Jozui in her argument, discusses how using celebrities to advertise products is unfair to viewers and that we should boycott against this kind of advertisements. Jozui supports her claims by first describing how viewers buy products if endorsed by celebrities. She continues by giving her personal opinions on the misleading advertisement that insult that intellectual levels of viewers. Jozui’s purpose for this speech is to persuade customers to follow her steps in boycotting this type of advertisements. Jozui asserts a concerned tone for customers. Although, given Jozui’s point of view, the idea that these advertisements are built off of a free market economy that needs competition for it to grow giving companies the right to endorse products to however they desire.

Commercials and ads showcase many products. They have one goal: to sell. This means that companies will do whatever they (legally) can to get customers. A The Onion article critiques how products are marketed to consumers falsely, with lies and deceit. To further explain, the author does this through the exaggeration of quotes from said “consumers,” as well as using providing sarcasm through the fake product “Magnasoles.”

“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

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

In today’s time we come across a vast amount of advertising using various forms such as outdoor billboards, print advertisements, TV commercials and online advertisements. Advertising is a very common means of getting customers to see one’s message, brand and product. However, it is apparent that advertising is intentionally deceptive in the sense that it tries to prey on one’s weaknesses as a human being. For example, beer commercials constantly use sex appeal with attractive women to charm men and perfume commercials use the idea that their product will bring women the love that they have so long desired. Likewise in the Nike advertisement featuring Serena Williams, the advertisers use vivid visual elements to convey the idea that Nike products will make the consumer popular, athletic, beautiful, skilled, talented, hardworking and ultimately successful. This definition of Nike is achieved through the use of the famous athlete, the words of the ad, her facial expression, her stance and the background scenery.

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

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

The people who are affected by unrealistic body images deserve to have relief from these unfair ideologies being forced upon them. Social media and society in general need to stop being over expectant of how people should look and what size they are. The people who struggles with self image do not deserve to feel so negatively, and other people shouldn’t force those ideas on them. Although campaigns have started to promote self love and respect there are still millions of individuals who struggle with self image. It is completely unfair to expect people to look a certain way, especially when those people look perfect the way they are.

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.

Celebrities have relative perfection, where they are often portrayed as “perfect” through advertisement and media. Research has proven that if a celebrity endorses a product successfully, then the consumers will believe the endorsement is credible, believable, and appealing (Ohanian). This is why one might try to emulate a celebrity by buying the things certain celebrities endorse. The reasoning behind this is that buying the products and services that celebrities supposedly use in their own lives can help one achieve the perfection of a certain celebrity or celebrities in general. However, such relative perfection is only seen on screen, and the celebrity-endorsed products and services are often not the reason behind a celebrity’s relative perfection. In the case of gluten-free diets, its rationality is not questioned because of the endorsements of celebrities, such as Miley Cyrus, who supposedly experienced health benefits by avoiding gluten.

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