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.
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?