In recent years, one of the most popular way of advertising has became celebrity endorsement. It is viewed as a marketing communication tool to influence consumers’ intention, and celebrities’ advertisement created due to the competitive marketing environment within the industry (Khan, et al 2016).
Factors Predicting the Effectiveness of Celebrity Endorsement Advertisements (Qualitative approach)
Silvera and Austad (2004) review the factors that influence the effectiveness of celebrity endorsement and research on the effectiveness depending on other factors such as connection between the advertised product and the celebrity. The paper is perceiving that the effectiveness of endorser depends on the product, celebrity and even the time
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The authors also found that adolescents were more likely to have primary attachment to family and friends, while celebrities were ranked as their secondary attachment, also perceived as their ideal self-image and/or role model. Therefore, authors found it interesting to expect that the appeal is more valuable in boosting the purchase confidence than the expertise of the celebrity, due to the idealism and role model influence on the …show more content…
The authors found that back in 2005 that 57% of advertisements in South Korea were celebrity endorsed while in America only 10% of the advertisements were endorsed by celebrities. Research paper suggests that the individualistic cultures tend to empathize uniqueness and identity, while collectivistic cultures are more likely to relate to social status, well-being and in-group relations. The quasi-experimental methodology was used to prove the theory that the collectivistic countries are more easily influenced by celebrity endorsement due to the look-out for high-status individuals. Five dimensions theory (care, fairness, authority, in-group loyalty, purity) was applied to both cultural perceptions stating that in-group loyalty, authority and purity falls into collectivistic culture while care and fairness applies for individualistic culture. The people were asked to participate in different tasks, such as choosing and rating a celebrity that most likely fits the five dimensions theory, filling the moral foundations questionnaire and evaluating their purchase intentions depending on different statements. The results showed that Koreans, which fall into collectivistic audience, have directionally higher purchase intentions compared to
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).
Celebrity endorsement or opposition should be avoided, this type of advertising ploy is cliched and quite arguably has become redundant. Appealing
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 documentary, Merchants of cool, describes an evolving relationship between the vast teenage population and corporate America. The film provides an in-depth look at the marketing strategies and communication between these groups. Adolescents are shown as learners and adapters of the fast-paced world; they’re constantly exposed to fashions and trends. These young adults have a lot of disposable income and are willing to spend it, in order to gain social popularity. In other words, they are chasing ‘cool’.
Neal Gabler defines entertainment in his book Life the Movie: How Entertainment Conquered Reality as a damaging power which is able to “ruin” society (Gabler, 1998). However, according to Longman Dictionary, entertainment refers to “things such as films, television, performances etc that are intended to amuse or interest people”; to be more objective, it “entails communication via external stimuli, which reaches a generally passive audience and gives some portion of that audience pleasure” (Bates & Ferri, 2010). The contradiction of these definitions shows that entertainment makes both negative and positive influences on society, so it is not entertainment itself, but the way how it is used by human beings has the capacity to “ruin” or improve
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.
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.
Would you want you whole life stalked by people and paparazzi snapping pictures of you eating, sleeping, having personal time with friends or family, and somehow always finding out where you are and getting no private time to yourself? Most people prefer to don’t want to be stalked everyday, especially when your sleeping or eating with someone. Gossip tends to ruin or somewhat help people’s lives because it spreads certain things you didn’t want some people to know that have now found out due to gossip, which inevitably is worse then not being able to stand up to the person face to face and tell them yourself. This life of a celebrity can be extremely harmful, not only to the individual themselves, but the people around that individual. Another thing that tends to be ruined or lost by celebrity culture is
Nowadays, many teenagers imitate famous people that they followed on Instagram. This could have an effect on another factor such as their self-esteem. Following strangers such as celebrities and models may cause the individuals to have a lower self-esteem and feel dissatisfied with their life by seeing the pictures celebrities post day-to-day about their lavish lifestyles, “perfect” bodies, and pretty faces (Wallis 2015). Next, other studies done to test the exposure of images of models to girls have found that participants who viewed pictures of the models reported a significantly lower body satisfaction and self-esteem report than those in the control group who were not exposed to any models (“Social Media and Self Esteem - Dos &Don’t for Teens and Parents”). In addition, another study in Germany call this phenomenon the “self-promotion-envy spiral,” and it happens when Instagram users compare themselves to the people they’re connected to on the platform (Dion, “The Effect of Instagram on Self-Esteem and Life Satisfaction”).
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.
NIKE “Just do it” Campaign. Introduction: Nike, Inc. is a top supplier and advertiser of sportswear and supplies. The American maker was established on Jan 25, 1964 as Blue Ribbon Sports. In 1978, the new Nike, Inc. was fabricated under the name of Nike. The world's No. 1 shoemaker outlines and exchanges shoes for a variety of sports.
Chapter two; Literature Review The entire research journey is based on few important steps which can also be recognized as research process involving certain measures; to be carried out effectively. This process includes (Library, 2015); 1. Framing of a particular research question 2. searching and examining the relevant literature studies 3. Management of the accumulated search data 4.
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
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,