1. Introduction: 1.1 Overview: Celebrity endorsement aims to create knowledge and create interest in the minds of customers. To do so several marketing techniques are implemented. Celebrity Endorsement is one of the influencing tool by which advertisers try to leverage the image and identification of the celebrity to promote a brand or company. Celebrity endorsement makes the advertisement dynamic, fascinating, interesting, but attention is also taken by customers.So far the celebrity is taken as a role model and in return these celebrities impact their lives.
Pop culture today is any form of omnipresent media/news influencing public opinion that penetrates all the elements in society. Popular culture is capable of influencing ones attitude towards certain topics and cultures. It’s a collection of perceptions, attitudes, behaviors, possessions and services that can be purchased and delivered to the mainstream masses. There are many multiple examples of pop culture being viewed today that continue to affects the world dramatically. Effective industry artists and celebrities mainly deem these possessions as valuable in magazines, which sales start to rise and worth pop culture often develops into a manifestation of what we desire and relativity, what we want isn’t always unbiased or significant.
The rapid increase in the programs and websites has also inclined the rivalry among different channels for targeted audience and advertisement companies. In line, to raise the competition and rivalry, the demand for economic content is increased (e.g. latest celebrity gossip, their love-life, trendiness and new fashions in the industry) in order to complete the flourishing quantity of broadcasting time. An English lecturer at the New Jersey College, Ewing; David Blake said that “the media has completely modified the individuals’ experience about celebrity culture than the development in any other culture.” He further added that “Both social and broadcasting Media has made the celebrities more pervasive and dominant in prevailing society and this upsurge has created a completely new sector of public relations. Once the main focus of public relations was to prepare talented peoples with their relative interests and analysis of those benefits that are gained by them but now it involves more dimensions.
In the future, this tendency will increase with time. Politicians like Trump will take this advantage of the media and the social network impact in order to attract the attention of the voters. The more it is talked or written about someone, the more it is known about that person creating the so-called media politicians. Our society is a witness of how political communication has
The main difference between both is that celebrities appear in a certain campaign while ambassadors show the population through media and social media that they use the product in their daily lives for a given period (Kapferer & Bastien, 2015). Usually, brand ambassadors are influencers and Bloggers who are paid by a brand to promote the products through their social media account. Influencers will be further discussed in point 3.3. Online presence is taking more importance in luxury communication as it allows information gaining on social media as well as on the official brand’s website, promotion of products through bloggers and influencers collaborations and also the sharing of customers experiences. The online presence makes products visible, establishes trust and a connection amongst the customer and the brand occasioning both online and offline purchases (Hennigs et al.,
Gender Differences between the Perception of Male and Female Students of SMHS – SHS towards Celebrity Endorser I. Introduction 1.1 Background of the study As a technologically civilized society, we are engaged in using gadgets and we have access to the internet. There are tabloids, social media, movies, blogs, and television that are plastered with the images of the celebrities that are screaming to be watched and read. Who is a Celebrity? It is a person who is a well-known by the mass media and has a firm stand in the society or organizations and in the people’s mind.
Problem statement The use of celebrities or famous brands advertising is a resource classic and young consumers are taking celebrity endorsement as their lifestyle. This aspect leads to positive and negative aspects on young generation. This research will give solutions to the young consumers are highly involved with the celebrity endorsement as this research will give an understanding that how celebrity endorsement is creating positive and negative effects on their life. 1.3. Aim of the
Introduction The use of celebrity endorsements in advertising has become a trend and a perceived winning formula of corporate image building and product marketing. As existing media get increasingly cluttered, the need to stand out has become paramount and celebrities have proved to be the ideal way to ensure brand prominence. Academic researchers have conducted sufficient empirical research to express the benefits of product endorsement, in addition to the intuitive arguments that rationalize this practice (Till and Shimp, 1998). Celebrities have the potential of helping the advertisements stand out from the surrounding clutter, guiding towards an improved communicative ability by cutting through excess noise in a communication process (Sherman,
A political campaign is an instituted democratic form, through which parties and people try to reach to power, to gain the confidence of the electorate and, to gain more value. The campaigns have their own rules. It’s essential that parties and candidates to know and master the mechanisms of an electoral campaign. A political campaign is an organized effort which seeks to influence the decision making process within a specific group. The parties developed the capacity to contact individual voters, to advertise through partisan newspapers and pamphlets, to publicize and carry out events such as picnics, carnivals, parades, and rallies, and to print and distribute ballots.
Do you feel informed or being manipulated? Advertising is a form of communication which purpose is to persuade consumers about products or services through the use of diverse media (Bovee, 1992, p. 7) . Most entrepreneurs today are using advertisements as a business skill, not just informing but more in manipulating consumer's decision-making in purchasing products in a way that they are utilizing social media for the product popularity, using famous celebrities