This often has an impact on people and the society. Popular culture throughout the years has become a major part of why the entire world is so much more connected today than it has ever been. Popular culture by its terminology, literally means culture which is popular. The fact that popular culture can reach out to a wide audience helps its benefit of reflecting the society itself. In my opinion, popular culture simply reflects changes in attitudes, morality and values over time.
Entertainment industry also known as the biggest industry and it was a multibillion dollars industry. In every countries, the government care about the industry very much because it reflect the image of the countries. Entertainment industry has a great impact on the society nowadays because entertainment attract people’s attention and interest of the people or it gives us pleasure and whole lots more. In this century, every people in the country were very focus on the news of entertainment industry and people very care about the entertainment because it has becoming one of our basic lifestyle. According to some researcher, there are 80% of
Moreover, buyers tend to purchase whatever their favorite celebrity is wearing at the moment. Due to these circumstances and the fact that celebrities become increasingly involved with potential customers of companies, the trend of celebrities being used for marketing purposes will increase in the
In this essay, I will discuss both and reason why the limitations slightly outweigh the benefits. Firstly, the benefits. There are many benefits to being famous but the most prevalent reasons are that it is correlated with wealth and influence. In terms of wealth, many people that have fame are able to garner a reputation for themselves and thus a brand. Later on, when their fame grows they would be able to continue to sell their brand, themselves, to the public and expand their wealth.
Entertainment: The Savior of Society In the world today, entertainment has a major impact on the lives of those who observe it. Music and art can be seen as the motivation for many of the accomplishments of the past century. Novels change the mindset of some important figures in the world. Entertainment was created as a way for the world to escape their troubles and go into a world of their own. Entertainment is one of the most influential tools to ever come to the world.
Advertisement by involvement of celebrities becomes an essence in modern competitive marketing environment for high recognition and creation of strong product perception. These days this practice has been extremely noteworthy and the impact celebrities have on people is unparalleled. The practice of celebrity endorsements has proliferated over time. Nowadays it has become a pervasive element of advertising industry. Celebrity endorsement business has become a multi-million industries.
Pop culture, short for popular culture, is the entirety of ideas, perspectives, attitudes, images, and other phenomena that are within the mainstream of a given culture (Wilson, 2014). It refers to products that are generally recognized and enjoyed by the majority of the people ((Wilson, 2014). Pop culture is manifested around the world through movies, music, television shows, newspapers, satellite broadcasts, food and clothing, sports, news (as in people/places in news), politics, and technology (West, 2016). Internet and social media also play a huge role in pop culture. Pop culture is almost often, if not always, interesting and appealing to most people.
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.
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