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The Role Of Celebrities In Advertising

1062 Words5 Pages

Business environment has never been as competitive as today, therefore, enterprises have to try more and more to confirm the company's image and products in customers’ mind and advertising is one of the most effective ways to reach that purpose.

Advertising is a form of propaganda with the purpose of implementing the introduction of products, services, companies and ideas. Advertising is an indirect communication activity among people in which people who want to communicate have to pay for the mass media to provide information to persuade or influence the information recipients. In other words, advertising is considered as the efforts to influence behaviors and buying habits of consumers or customers by providing the sales messages in a persuasive …show more content…

Celebrities are further said to enjoy a high degree of public awareness and they generally differ from the social norm in a corresponding social group. Attributes like special skills, attractiveness and extraordinary lifestyle are examples and specific common characteristics that are recognized”.

Others have defined celebrity endorsement as any individual with public recognition who uses this recognition for a product by appearing in an advertisement for it (McCracken, 1989). Celebrities in this modern day and age may also be an animated character like Fred Flintstone, or an animal (Miciak & Shanklin, 1994).

Celebrities show up in public in various ways. First, they appear in public when performing their profession, for example Katy Perry sings in a live show in front of many audiences in New York. In addition, celebrities appear in public by attending special celebrity events such as the Academy Awards or Oscar Awards. Last but not least, celebrities are present as spokespeople in advertisements to promote products and services (Kambitsis et al. 2002, Tom et al. …show more content…

According to Martin Roll (2014) endorsement is a brand communication channel where the celebrity certifies a brand’s position and claim by extending his or her popularity, personality, expertise in the field or stature in the society to the brand and overall acts as a spokesperson for the brand. It is also argued to be effective in a market with intense competition and a high variety of brands since it can provide differentiation. Endorsement as a communications tool also provides the endorser to transfer its already existing credibility to the brand promoted (Spry et al., 2011; Ogunsiji,

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