Ethos means convincing by the author. We tend to believe people whom we respect and look up to as role models. Persuading someone with their role model to buy the product. It like a endorsement deal with celebrity. Nike uses the most ethos to draw the age groups together to sell the product by signing endorsement deals with athletes.
reflects today’s pop culture mindset that one can achieve success, fame, beauty and money by simply becoming a reality star. Pop culture is defined as cultural activities or commercial products reflecting, suited to, or aimed at the tastes of the general masses of people. Pop culture also encourages conformity and individualism which is exactly what reality t.v. aims to do. While reality t.v.
One of the strategies was sponsorship. Trek has sponsored a number of racing teams, onsite repair program and also annual fund-raising for Midwest Athletes against Childhood Cancer. This strategy can be said that increase the company’s worldwide exposure successfully because there are not many bicycle company have carried out sponsorship in order to increase their reputation. Moreover, Trek committed itself to selling their bicycle through a specialty store instead of retail outlets. This decision helped Trek to maintain its image as suppliers’ equipment for serious bicycling enthusiasts.
Moreover, Nike’s air cushion technology innovation always maintained a leading and monopoly (Nike, 2015). Thus, this resource is not only valuable but also rare. Nike’s celebrity endorsements might be costly to imitate for new comers, but for exist competitors it is not difficult to imitate. For example, Adidas will pay over $70 million a year to extend its sponsorship deal with the German soccer association (Alawsat, 2016). Thus, Nike need to consider how to sustain its competitive
We use Pathos when we talk about how you’ll be able to look good in Spikes while also playing your best. It makes you feel like if you had Spikes then you could be a better athlete or make more friends. We use Logos when we talk about how we sold 10 million bounce shoes the previous year. It makes people know that we are a well-known brand and that
Ha: There is a significant relationship between Vic Sotto-endorsed products purchase by the respondents and the impacts of celebrity endorsers when grouped according to their profile. SIGNIFICANCE OF THE STUDY The study titled “Correlation of Variables on Vic Sotto-endorsed Products” aimed to determine the impacts of celebrity endorsement to the randomly selected consumers of St. Joseph Street, New Era, Milton Hills Subd., Quezon City, towards Vic Sotto-endorsed products. This study would benefit the following: Consumers would consider this study as their preference on purchasing a product. Advertising Agents would discover that popular celebrity in advertisements is a good strategy to endorse a certain product. Advertising Agencies would make the right choice of celebrities to use in endorsing advertisements as well as considering how far advertisement will be effective.
One of their motives is to impress people. According to Kosta (2017), “You [a hypebeast] only buy things to impress others.” With their trendy style and cool attitude, they impress people. They want people to think of them as idols or the cool kids. Knowing that they can impress people makes them feel proud and special. Another one is their motive to be famous or known.
And another one is to attract attention from society, to raise the awareness, in order to enhance the value of brand. Comparing the objects of charity programs and advertisements, these purposes are the same. Advertising means call attention from people, to tell people something, to spread some kinds of information, and let people to accept some viewpoint. Therefore, we can draw a conclusion: the charity program is more brilliant way of marketing, and this is a kind of invisible
Celebrity endorsement is a billion-dollar industry today, with companies signing deals hoping that it can help their brand and make their product stand out from others by giving them a unique and relevant position in the mind of consumers. Celebrity endorsement can be an excellent means of marketing a product, but companies must consider potential risks before investing in a celebrity to display their brand’s product. These advertising companies have a moral obligation to monitor the behaviour of any endorsed celebrity that there brand and product is associated with, to protect themselves from any harm. It is also important to weigh the pros and cons of having such a well-known person publicly displaying a company’s product. Popularity, connection to the product, money and personal behaviour have major effects on endorsement deals.
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