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. In the other hand, they are also human that can commit wrong doings and can have certain negative juncture; there is a possibility that they can be involve into some issues that
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Gabler (2001) introduces the concept of “human entertainment”, by which means that a celebrity is not just an entertainer, rather a person who by the process of living provides general entertainment for us.
Celebrity endorser
Solomon (2009) stated that celebrity endorsement is the use of famous people like the actors, actresses, singers, dancers, musicians, artists and athletes. According to McCracken (1989), these famous people had a great influence on the consumer buying behavior of the individuals that is why it is the most powerful tool of advertising.
Credibility
According to Mowen and Minor, (1998) source credibility refers to the extent that a source is perceived to be believed with regard to expertise and trustworthiness. McCracken (1989) describe that source credibility is describing how trust and expertise influences the endorsement process.
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This study may help the future researchers to gain new knowledge that is related to the perception of the students to celebrity endorser.
1.2 Review of related literature
1.3 Research questions
1.4 Theoretical framework
According to Source Credibility Theory, acceptance of the message depends on expertise and trustworthiness of the source. Expertise is defined as the perceived ability of the source to make valid assertions. Trustworthiness is defined as the perceived willingness of the source to make valid assertions.
According to Source Attractiveness Theory, which is based on social psychological research, the acceptance of the message depends on familiarity, likeability and similarity. Familiarity is the audience's knowledge of the source through exposure; likeability is the affection for the source's physical appearance and behavior while similarity is the resemblance between source and
He explains how people are more likely to share something if it is seen as valuable or interesting. He also looks at how people use triggers to remind them of something, such as a catchy phrase or a memorable image. Berger then looks at how emotion plays a role in the spread of ideas, products, and behaviors. He explains how people are more likely to share something if it elicits an emotional response. Berger then looks at the importance of public visibility in the spread of ideas, products, and behaviors.
Celebrities use impression manage in order to create and maintain a particular image to the public. Implementing Goffman’s concept to singer song writer Lady Gaga with unconventional and provocative practices reveals a deeper purpose with her involvement in celebrity status. Goffman’s theory states that celebrities’ constantly explore different images simply by putting on a front in order to enhance images within popular culture to be accepted by society. By enhancing their image within the public would more than likely accompany a larger fan base and, therefore, which increases their fortune (Ferrante, 2008).Due to her promotion and influence of youth empowerment and self- identity Lady Gaga draws critical acclaim subsequently boosting her public image. The social implications are overwhelming in the sense that a person would pretend to be something they are not in order to gain mass social acceptance.
The author also talks about Jolie’s self-staged agency and embodiment touching specifically on weather celebrities possess autonomy. The article follows Jolie’s narrative from the beginning of her career to the global acceptance as award winning actress, wife, mother, a partner in a stable heterosexual relationship and the voice for the voiceless, along with all this there is the publicity that follows Jolie and has played a part in shaping her celebrity. Angelina Jolie in recent times has appeared in the press mostly for her humanitarian works and association with the United Nations. Chouliaraki (2011), looks at the authenticity in humanitarian celebrity, he compares Angelina Jolie agency and the way in which she presents her narrative with the late 1950’s actress and humanitarian Audrey Hepburn. Both have strong association with the United Nations; however their persona and celebrity status are very different.
The recipient is affected by superficial level of the communication for instance visual and social factors. The more arguments are going to be given to the receiver, the greater probability that he or she will be persuaded. The receiver is not motivated or involved, then it is recommended to include in the message attractive source factors. In contrast to central processing route, it is quantity of arguments that is crucial, receivers persuaded by the peripheral route are passive, they are not highly involved in the topic and the message, they are not likely to investigate and pay much attention to the main information, and due to those facts That is why attitudes shaped or reinforced in such way, are mostly of short duration.
People such as celebrities, have a higher influence on people and their decision making on products, which is why many companies hire well-known celebrities to promote their products in the media. In an article written by Marketing Charts called, “How Influential are Celebrities?” they discuss the power of product placement and celebrity endorsements. The statistics for how much a celebrity influences its fans varies throughout the article, depending on what exactly they endorse. The article had some very interesting key points about celebrities also having a negative impact on product endorsement, mentioning that traditional brand promotion without celebrities had more of a positive influence.
It is the power to get all parties involved to "accept their role in the existing order" and it is the news media that hold the key to this as they can aid in the "shaping of their perceptions, cognitions and preferences". It is the 'hidden face' that possesses the greatest of control and with control comes
As a result, people’s attachments for tangible goods become more intense, especially celebrities. Celebrities have spent most of their lifetime persisting fame and wealth. However, their sufferings and sacrifices are eventually greater than common people. Everything that they do is exposed on social medias. They cannot do things that the average person can.
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.
According to the Oxford dictionary gender is defined as being male or female, often used with reference to social and cultural differences rather than biological ones. For example Biology says 'It 's a Girl! ', and Gender says 'We 'll buy those pink outfits, the Barbie’s and the Dolls House!". One might be born a woman or a man, but that does not necessarily mean that one is therefore born to be either a housewife/homemaker. The media and advertising are at fault for how gender is portrayed on adverts they create gender roles which the public perceive as the correct way to behave. Lips (2001: p14) said that Gender role refers to the attitudes, behaviour, and activities that are socially defined as appropriate for each sex & are learned through the socialization process.
Mass media play a very significant and determinant role in the contemporary world, by broadcasting and communicating information in fast pace and at the same time entertaining vast audiences. Mass media have a tremendous impact on the structure and history of our society due to the fact that they can influence and shape public opinion, determine political agendas, affect socialization and create a relationship between people and government. They consist of television, press, internet, radio and books and they became one of the main sources of popular culture in the modern capitalist society. Media’s role, however, is not only to offer news and entertainment but also to transfer and cultivate a variety of social stereotypes, beliefs and values of the society in order to reproduce the order and the already existing formation of social life. In this paper, I shall examine the notion, the types and some important theories on stereotypes as well as their dependable relation with media.
Applications: The applications deal with the “Halo effect”. This effect occurs when the public sees celebrities use the products, they are more inclined to buy the product because they want to mimic their role model. A celebrity is a person who is known by his well knownness. McCracken has defined a celebrity endorser as a person who enjoys public recognition and who uses this recognition on behalf of a brand to endorse the brand.
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.
Negative impact of celebrities on youth Celebrities have a great impact on teenagers, which is a considerable problem nowadays. We have all been witnessing unacceptable behavior by teenagers and children as well, however it is most likely to be labeled as “they are teenagers, they will grow out of it sooner or later”, but such behavior just showed up in our generation, whereas it did not exist in our parent’s and grandparent’s generations. Such a problem might not affect the society in the meantime but it definitely will be affected in the long term when this generation takes over the decision-making role. Unfortunately teenagers have an easy access to the social media where all the news of celebrities is widely spread in all the social media
The theory explains “how individuals use mass communication to gratify their needs” (Burgeon, Hunsaker and Dawson, 1994, cited in Udende and Azeez, 2010, p. 34). The theory holds that “people influence the effects that mass media have on them” (Anaeto et al, 2008 cited in Edegoh, Asemah and Nwammuo, 2013, p. 23). The assumption of the theory is that people are not just passive receivers of media messages; rather, they actively influence the message effects. Media audience selectively choose, attend to, perceive and retain media offerings on the basis of their needs, beliefs, etc., thus, “there are as many reasons for using the media as there are media users”
Celebrity endorsement is used by companies to enjoy media exposure. Brand equity will be improved due to celebrity endorsement (Farrell, Karels, Monfort and McClatchey, 2000; Erdogan et al., 2001). Celebrity endorsement will give companies a competitive advantage over similar brands. However, celebrity endorsement will not be effective if they endorse more than one brand (Solomon,