Month: February 2014

The Clut of Celebrities

Celebrity endorsement, why do advertiser of brands use celebrities to market their product? What impact  does this technique have on society and its consumers?  I also search for ten different advertisements where each ad advertises a different product, from a watch to make-up to chips.  In these adverts they use famous celebrities, celebrities that we are al familiar with and most of us most probably look up to, idealize and want to be like (See 10 contemporary examples at the bottom of the blog).

The idea of a celebrity, a person that we look up to and idolize, is a ferly new idea and can be tied to modernism.  The lives and even the deaths of celebrities are covered more extensively than any other event for example a political event.  it is believed that if you “rub shoulders” with a celebrity it can only but do you good even improve your social status and some people will go to extreme lengths to be seen with celebrities and to even just say that they were in the same room that a celebrity that they idolize.  The idea of celebrities spread from America to other countries.  There are different ways that a person can become a celebrity for instance a talented actor gets his fame for his talent of entertaining and then you get people that become celebrities merely by promoting themselves.  According to Hollander a celebrity’s appearance is very important to them and also becomes their trademark.  In the past you were admired for human attributes like courage, dignity and accomplishments in live but in todays live style that does not matter you can become a celebrity without any accomplishments and a moral character it is irrelevant (Hollander, 2010)

The Transfer Model is often used for these celebrity endorsements, meaning that the celerity first builds on his or her own “image” or social status, how he or she is portrayed in the media is of importance.  Then the meaning that was built around that celebrity can be transferred over to that the company or brand.    The reason why companies and advertiser enjoy using celebrities because they add value to that brand or company.   As I mentioned we as people idolize the celebrity and that can influence us to buy that specific product (Amos, 2008).   The consumer buy that products in the hope to transfer some of these meanings of the celebrity into the own lives, for instance if a man bought Chanel No. 5 after he saw the ad that portrays Brad Pitt, the buyer of the perfume wants to be like the celebrity and also hopes to have a better social status.  If a celebrity does not preform according to the expectations of consumers and is not as popular as before then as a result it can hurt the brand and the consumer will not buy that product because they feel that they do not want to be have the celebrities status linked to them in some kind of matter.  With this follows the credibility of the of the celebrity, we as consumers find celebrities as a credible source of information and if they us it we as ordinary people can also use it (Amos, 2008).

An interesting fact is that it is not just our society that get so hung up by the live of the rich and famous.  The ancient Greek and Roman gods were seen as celebrities.  The word celebrity can also be traced back to celeber which is Latin which means “frequented or populous” or also “famous person”.

In my opinion the celebrities do not only represent the brand that they advertise but they also represent themselves as well.  I think that when a beautiful actress or singer are endorsed to advertise a make-up brand they beauty and how they look is enhanced, not only will the consumer buy the product buy they were so impressed by the beauty of the celebrity that, that might spur them to go and watch a movie that the actress stared in or maybe buy an album of the signer.  ten to one the celebrity is someone that they look up to, like I already said.

Which brand excites me most?  I think the ad that they use Katy Perry is quite interesting.  The manner in which they place the  most important elements of the advert, the two Popchips packets.  Following with the tagline that they use “nothing fake about ’em” where they first imply that there is nothing fake about the Popchips and the quote that is included in the ad where Katy Perry says that: “I’m not into phonies, good thing there’s nothing fake or phony in Popchips, they only taste like they’re bad for you.”  Al these aspects that tell you that it is a good brand to buy.  Then coming back to celebrity self-branding, I think this is a good example of a celebrity self-branding herself, with the placement of the packets and the tagline it also has this underline element that you get from the ad the Katy Perry is not a fake person so she is branding herself as not being a fake person, her quote can also imply this. which comes down to that she is also marketing her personality.

Bibliography (links) 

http://www.randomhistory.com/1-50/010celeb.html

http://www.cohnmarketing.com/2013/06/owning-your-personal-brand-cult-of-personality-is-more-than-just-self-promotion/

C. Amos, G. Holmes, D. Strutton, (2008). Exploring the relationship between celebrity endorser effects and advertising effectiveness, International Journal of Advertising, 27(2), pp. 209–234

P. Hollander, (2010). Why the Celebrity Cult?

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International Typogarphy Style in Logos Today

Back at college and our first assignment has kicked off! We had to go and find contemporary logos, meaning logo that companies use today, that reflects the Internationally Typographical Style or in short ITS principles. I thought that before I start with the logos I though that it would be interesting to talk about the movement in general.
The ITS movement was the last movement of the modernist movements and it emerged from Switzerland and Germany. The ITS is also known as Swiss Design and their objective were to achieve clarity in design. The life span of the movement lasted for two decades but influences the design field until today. The visual characteristics of the movement were unity of design by using an asymmetrical grid of design elements on a mathematical grid because it is most legible and harmonious when it comes to structuring your information. Their also used objective photography, the there were no emotions attached to the photograph what they saw they photographed and did not do heavily retouches, meaning they used it as is. The verbal and visual information was clear and in a factual manner and use san serif typography that was set with a flush left and a ragged right margin. The reason why the used the san serif type was that the introducers of this movement that a san serif type expressed a more progressive age.
The ten logos that I found is logos that are prominent in our everyday live.

I will discuss five of the bottom logos to explain the International Typographical Style.

  1. IBM Logo – The IBM logo has a clear use of an asymmetrical grid in the design, the width of the serif is the same measurement for each letter and the thickness of the stem of the “I” is the same thickness in the other two letters.  The  seven strokes cross the logo has all the same thickness and also the space between each stroke.  I think that the manner in which the strokes were applied to the logo creates a unity.   I also think that it is a clean logo, there is no clutter.  The logo is also to the point, the is no emotions of any sort.  The only thing that the logo has that does not correspond with the  style is the serifs, but I think the serifs helps with the success of the logo because it makes it easier to read the logo.  The measurement between the stem of the “I” and the stem of the “B” are similar to the measurement between the stem of the “M” and the middle point of the “B” where it goes in out of the curve.
  2. CNN Logo – I think the CNN logo has an asymmetrical grid because the thickness of the letter is the same through out the logo, including the stroke.  If you were to draw a line around the logo you will find that it forms a perfect rectangle around the logo.  The stoke is placed perfectly is the middle of the logo and has the same thickness through out (the measurement of the red is the same on both sides of the stroke).  I read on the website that the stroke represents a cable that runs from the one side of the logo to the other.  I think that the logo is simple to the point and is unified because of the fact that there is no separation between each letter in effect it is one line through out.  The negative space / open counter of doth “N’s” are also similar.
  3. BBC Logo – The BBC logo has the three squares that are al the same width and the thickness of the stem of the “B’s” are the same measurements for the rest of the letter and also the “C’ has the same measurement.  The placement of each letter is also similar (in the center of the square) the negative space at the top and bottom of the first “B” is the same with the second “B” and with the “C”.  The space between the first square and the second square is also the same between the second square and the third square.  I think that this is also a clean design and to the point and easy to read and understand, so this there for the grid design.
  4. ESPN Logo – The ESPN logo I think also have a grid design and I think the first way that you see it is with the stroke that runs through the word at the top of the word.  The open counter  of the “E” and the “S” is the same measurement that the stroke.  The thickness of the stem of the “E” is the same through out the rest of the logo accept of the crossbar of the “E”, “S” and “P”  have the own measurement and is thinner that the stem.  The negative space between the “E”, “S”, “P” and “N” are also all the same width.
  5. abc logo – This logo has a clean, clear and easy to read design.   The thickness of the stem of the “a” is the same through out the logo.  I thick that the designer also used repetition in the logo because the counter of the “a”, “b” and open counter of the “c” are all the same measurements and if you look at the black circle of the logo, it seems as if he use the counters of the letters as a repetition only enlarged.  The negative space between the “a” and “b” are the same than the negative space between the “b” and “c”.

There is only a part of the interesting design world of the International Typographical Style.