In marketing the tool of using celebrities in adverting has long been a staple in projecting a brands product image and reinforcing that image to its consumers. This marketing tool, being used for decades is still an effective and popular method of marketing communications, from Coca-Cola being endorsed by Lillian Nordica 1903-1905(Van Winkle 2014), to Lincoln being endorsed my Mathew McConaughey 2014-present (Wernle 2014).
The fact that this method is still being used today holds many advantages and influence the attitude of consumers towards the brand. This essay will delve into these advantages as well as issues, definitions, theories, methods and argue the issue “is it worthwhile for a brand to back celebrities”
Brand .
A brand can be
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Ultimately the brand must know and identify what might go wrong with the investment. It is important to consider from the view point of the brand does the celebrity match up accordingly to the brands image, culture and product? If not the consumer will not be persuaded to buy the product. In 2012 the fashion brand GAP dropped Sarah Jessica Parker as the companies brand ambassador for example as a result of poor personality’s consistency between the brand and the celebrity (Messina 2013).
A brand must consider before signing a celebrity three main aspects. The attractiveness of the celebrity, which states that the attractive attributes of an endorser be it physical, intellectual, athletic and lifestyle, will influence the target audience and thus enhance the memory associated with the brand. The credibility of the celebrity is important to the brand being endorsed as it is an external cue for the consumer to bypass brand clutter in the market and cannot be fulfilled if the trust-wordiness and professionalism of the celebrity is discredited. Finally the meaning transfer is when the success of the collaboration is reliant on the relativity in characteristics between the celebrity and the brand in regard to image, personality and market position to name a few (See figure 1.1) (Roll
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Celebrities are human and are prone to make human mistakes, as their personal life is constantly in the public and medias eye, it is quite easy for them to be scrutinized for any mistakes they make and the repercussion can be greater than in comparison to someone that is not in the limelight. The brands have little or no control over how the celebrity acts in public and represent their brand (Erdogan, 1999). A popular example is Tiger Woods losing $22 million in endorsements which included AT&T
A celebrity can become bigger than the brand it endorses and unintentionally drowning out the brand in the advertising. The ad suddenly about the celebrity and communication with consumer is lot Millward
For their marketing strategies, St. Jude uses celebrity stars connection as well as good marketing decisions and programs to attract the consumers and businesses. This type of marketing brings in hundreds of millions of dollars each year for the hospital. Some of their fundraising efforts were Trike-a-thon, Math-a-thon, Up 'Til Dawn and the Dream Home Giveaway (Zmuda, 2011). Their celebrity connections started when the founder, Danny Thomas, would get celebrities like Bob Hope and Sammy Davis Jr. to come and support the cause. Today his children Marlo, Tony and Terre continue to be involved and get celebrities like Jennifer Aniston, Robin Williams and Antonio Banderas to support (Zmuda, 2011).
Furthermore, this ad puts an emphasis on the person as a unique individual, when in reality they are just another person being sucked into being a consumer of their product. WestJet
The commercial starts with a series of heartwarming
Similarly, if he is telling consumers to stay thirsty in life and therefore be more adventurous, they would be more willing to follow what he says due to his “high-profile” endorsement over someone they are unfamiliar with. This saying as well as the main quote in this advertisement both tie back to the Ethos method of advertisement because both statements are sponsored by a revered
The commercial then jumps forward in time where the man is purchasing a ring for his future wife. Jumping forward yet again the man and his wife decide that they are never having children, but end up having a child
Celebrity endorsement or opposition should be avoided, this type of advertising ploy is cliched and quite arguably has become redundant. Appealing
At the end of the commercial the man and woman are in the modern day. The man is in a gas station spraying himself with Axe Body Spray from a shelf. The girl suddenly appears in the store and looks at him in awe. The camera cuts to the young man and woman walking hand in hand away from the gas station. All of a sudden, a gas truck hits the gas station and it explodes, clearly leaving no survivors, but the young man and woman live because they are far from the
This commercial draws on the viewers emotional well-being through the dialogue of the characters. The first words said in the commercial are, " Never give up on the ones that you care about and, always remember the good things." That statement is strong and will immediately catch the reader 's attention. The little boy also said, “I looked everywhere.
The announcement features several characters, including the Caucasian Chef, African American business man, Caucasian student and group of teenage mixed races at a public event. The message behind this ad is under Taylor
Even when celebrities follow the practice of a particular pattern of constantly re-inventing themselves through controversy it promotes public interest and sparks curiosity it often makes front-page news in the media. This is, in a sense, publicity for the celebrity. As it promotes their name and their brand which helps them become more and more recognized. Sociologist Goffman would
The commercial begins with a soothing song and an immediate introduction to the two main characters of the ad. Within the first twenty seconds of the advertisement, there is already a foundation
This statement is borderline accurate because most advertisements from automotive to magazines, use celebrities to enhance their brand to appeal to the fans. Advertising has become extremely important in promoting messages that only minds of the target audience will understand like the younger demographic compared to older demographics. Certain older individuals believe that the commercials nowadays are becoming ridiculous, but once they figure out what the commercials are about. The first thing they are the main ones that want to go purchase or upgrade their automobiles, refrigerators, appliances, cell phones, etc., to fit in with the evolvement of society in this generation. Women in current times goals are to save money every chance they get, to purchase or lease a brand-new car; because it gives them a sense of dependency and achievement.
The ad first star is the commenter; he starts the clip saying that a small baby will become a champion one day, then he motivates people who can barely do a
Subsequently, the celebrities that are symbols for these products become a product in themselves. In some cases, we buy products purely because a celebrity has worn it, endorsed it, or has been associated with it in another type of way. A consumer’s inclination towards materializing a lifestyle of a celebrity leads to the merging of the corporate and the self. This is extremely prevalent with the Kardashian family. The Kardashian family became celebrities through their reality television show Keeping Up with the Kardashians.
The marketing and advertising executives control the innovative aspects of these ads and endorsements to celebrities, so they can help form an image for Nike