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
In China, the most popular subgenres are dating, talent, game show and lifestyles in term of the performers are usually celebrities. It is an interesting phenomenon that many of them are remakes of Korean variety shows and have received technical support from Korea entertainment team such as “Where are we going, dad?”, “We are in love!”, “Keep Running”. In spite of this, they all eventually went successfully and captured high viewing audiences. With the increase in the number of viewers, especially the teenagers, the content of reality shows can easily affect the emotions, lifestyle, and even the consumption patterns of audiences. Due to its greater influence, the social responsibilities of television media are being more significant.
Many today enjoy unprecedented levels of affluence. An increased level of affluence undoubtedly increases purchasing power, which allows us to enjoy products of the culture industry. As a consequence however, we end up depoliticized as citizens. Popular music, indispensible to people of today’s society, was a notable part of Adorno’s work. In his view, Adorno saw popular music as a standardized product, and believed it to be a noteworthy example of pseudo-individualism.
Generally, pop art would be defined as popular culture. In deeper meaning, pop art is art that is based on or uses/imitates elements or styles and methods of modern popular culture and mass media for example movies, magazines, popular music and others including advertising, comic strips, cans and bottles. Pop art was made especially to act as a critical or ironic perspective or view on values of the traditional fine art. Traditional art was seriously done while pop art was meant to be fun. Pop art began in the United Kingdom (England) during the 1950s but as time moved on; it spread all the way to New York City (United States) where it became a very popular and also became a true art movement in the 1960s.
Introduction The popularization and immense success of reality TV shows in the past two decades have led to a great change in the entertainment industry. According to Cianci (2009), small production costs make reality TV shows appealing to producers and broadcasters, and the programming of reality TV shows has developed so much that it now provides to global markets. However, the amount of realism that goes into making these reality TV shows has always been an issue of debate. More often than not, these shows have been revealed to be scripted. This is completely in contradiction with the nature of reality TV shows which are supposed to be based on actual occurrences.
McCracken (1989) Seno, Lukas (2007) and Pedhiwal (2011) observed that 'Celebrity Endorsement' today has become a trend and tool to a successful way for product marketing and brand building. Ohanian (1990) stated that celebrity endorsement is one of the strategies which companies believe and use to persuade a large number of people to purchase a product and increase market share. Park et al (2011) According to Pikas et al (2012), the use of celebrities to endorse products is a popular strategy used by lots marketers and companies. Athlete endorsers, is a part of celebrity endorsers who are also too popular and have their own distinct stand in the minds of consumers. In the United States, one of four advertisements and promotion uses celebrities
When a widely loved actor or a heroic sports figure endorses a product, that product gains immediate credibility (Celebrity marketing) .Sports celebrity endorsement is highly researched in the field of marketing. People idolise celebrities
So in advertisement marketers use different tactics and celebrity is one of them. Celebrity is a famous person that is well known by a great segment of the society and has the power to attract the audience. An advertisement should portray the truthful opinion, credence, honesty and experience of the celebrity. If the advertisement has the claim that celebrity uses it then that celebrity should be the bonafide customer. The advertisers believe that if a celebrity has a positive impact on the target audience, the brand will be in high demand.
In my opinion, celebrities can enhance brand image through the credibility of celebrities. When a celebrity endorses a brand, he is representing the image of the product and its meaning to consumers. So, the credibility of the celebrity is crucial. Consumers always believe in public figure, they perceive a celebrity endorser
Celebrities do not just bring value to the viewers, but they fill glamorous in advertisement. However, advertising cost is the bigger issue for companies. Practicing celebrity endorsement has its own merits and demerits; nevertheless, it could save a dying brand or service. REFERENCES Mello, J. (2014, April 6).