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.
Famous people are being dealt as a good example in this age. People are copying and adopting their life style as their favorite celebrities have. This thing makes an awesome effect on the consumer buying behavior. This attracts customers and expands organization profitability. Famous people are not always creating any sort of impact on people mind regarding purchasing.
Abstract Celebrity endorsement is a one of the most popular tool of advertising in recent time. Basically it is a marketing communication used to persuade an audience to take and some action, and Advertisement celebrities become an essence in modern competitive marketing environment for high creation of strongly product perception. Celebrity endorsement is the main focus of the study where celebrities with their attributes are used for their endorsement influence on purchase decision. Firms are making vast investments in hiring celebrities for positioning of brands by making organizations with endorser qualities such as trustworthiness, appearance,expertise and congruity. In the study consumer celebrity relationship is confirms that attributes
Now putting this on a global scale, the mass majority of developed nations have access to this. The mass media feeds into this demand for new, thriving aspects in culture. Much of the population makes choices based on what they’re being fed by the media. From billboards to news stations, to commercials and annoying ads, these are all correlated to controlled media. The mass media is dictating what everyone sees, including you and me.
How successful these commercials are, that is what companies always struggle to understand. Products associated with celebrities appear to have a greater impact on consumers than products that have never previously been associated with a celebrity. However, using testimonials by famous people simply because of the power the technique offers, without concerning oneself with the appropriateness of the message leads to a loss of credibility by breaking contact with reality. The personality chosen to make the endorsement must have specific characteristics, which will vary depending on the company’s business sector and, in addition o these, must actually consume the product they advertise because otherwise the celebrity’s seal of approval will end up selling the product, but will not contribute to building brand identity due to a lack of consistency. Therefore, successful campaigns are the result of correctly matching the celebrity and the message to the brand, because, when both celebrity and brand have values and followers in common, the benefits are multiplied, both for the brand and the
Benefits of using celebrity endorsements: Celebrities help to revive a brand and to keep it fresh and memorable in consumers mind. They often work best because they naturally generate lots of attention and are known nationally. Some of the benefits by brand endorsements are listed below: • Attract potential customers: Finding and keeping new customers is hard for some organizations. Using a celebrity to endorse an organization 's product or service can entice new customers and also helps to retain them. • Revive a brand: Celebrity endorsements can help recover a good or service that is losing market share and consumer mindshare.
Theresa Belton discusses the very concept of influence regarding media and points out that the influence isn’t just on our opinions but rather the media's influence on our ideas, thoughts and perceptions in such ways that we are not even aware of it. The media is recognised throughout studies as being the most powerful influential force especially regarding how we see ourselves. Many studies on the topic have been conducted using the assumption of the influence that the media has, and how it can cause harm due to it’s widespread belief. There has been a surge in the number of studies, experiments and theories in the last few years regarding the connection between media representations and self esteem and self image. We live in a world where media is easily accessible and is wherever we go, therefore according to Cashmore we are constantly bombarded by endless imagery, representation and stereotypes and it is inevitable that they begin to shape who we are and how we see ourselves.
Mass media is a combination of technological advances with the intended purpose of communicating to vast audiences. The influence of mass media is everywhere covering society’s everyday life. However one effect that can be attributed to media is how it affects our ways of perception and thinking (McLuhan, 1964; McQuail, 2010). George Gerbner (1976) states that modern mass media’s capability can form new ways to rapidly, constantly and pervasively unify thoughts and actions. Mediums of mass media covers a wide variety like newspapers, television, books, films, fashion trends even politics.
People will usually rely on mainstream media to get news, or the latest updates on everything around the globe. Media embeds people with neoliberal idea. It indirectly persuade any country or people to be developed, with neoliberal policy and media choose to show only the successful side and win-win situation that is why whatever they tell in the medi, people will believe in in these words easily because they have already seen the successful model in
Each type of media involves both content, and also a device or object through which that content is delivered. Mass Media is defined as technology that is intended to reach a mass audience. It is the primary means of communication use to reach the vast majority of the general public. The most common platforms for mass media are newspapers, magazines, radio, television and the internet. The general public typically relies on the mass media to provide information regarding political issues, social issues, entertainment and news in the pop culture.