The article selected for analysis was “Who is the Celebrity in Advertising? Understanding Dimensions of Celebrity Images” by Choi and Rifon. This article was a synopsis of using celebrity images in advertising and marketing. The major component was mainly research, as not much is known of the dynamic of using celebrities in advertising. The main questions were: why do some celebrity images work better than others, how can celebrities succeed with some products and fail with others and how to capture this celebrity popularity in numbers.
The audience for this particular audience was business oriented with a sense for statistics and averages. This was not a layman’s article. The article was more specialized towards professionals in the marketing and advertising industry.
. “.. approximately 25% of all US television commercials feature celebrities” (Choi & Rifon, 304), which tells us only that celebrities seem to help products to sell. Why, more of the question asked in this article. Are celebrities listened to because they are attractive, dependable, informed? These are the questions being asked throughout this article and are the reasons for the research. “A widely accepted explanation for celebrity endorser effects has been that celebrities bring credibility to advertising messages” (Choi & Rifon, 305), but is that really the case. Are celebrities credible just because they are on our favorite television shows and movies? Or are they truly knowledgeable about the products they endorse. According to this article there has been little research done in this area, so this study was done in order to bring some answers to advertisers.
Overall, this article did a poor job in educating anyone regarding this matter. Unless a person was well versed in these scales and in the study of advertising, understanding this article would be nearly impossible. One thing that can be drawn from this article: celebrities are the way a great deal of advertisers go to push their products. The question do consumers purchase these products due to the celebrity endorsement and if so why?
The main idea of this article is that celebrities are very influential in endorsing products and selling them to consumers. Society feels comfortable with the product due to the celebrities’ fame and image, not necessarily their knowledge of the product. In the end, there is much research that needs to be done in order to get a more thorough understanding of why consumers trust celebrity endorsements.
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4 comments:
Your article was really interesting to read. I thought you did a good job on the analysis you did on your blog. I personally think that a lot of firms have been juxtaposing their brands and themselves with celebrity endorsers in the hope that celebrities may boost effectiveness of their marketing or corporate communication. In today’s society the use of celebrities is part of a marketing communication strategy this is a fairly common practice for major firms in supporting corporate or brand imagery. This probably is one of the keys to gaining national headlines. Believe it or not as an advertiser you have got to stand out from the crowd and celebrities can potentially achieve this and having celebrities market your product can build, refresh and add new dimensions to brands by transferring their values, in other words what celebrities stand for enhances brands. Also celebrity endorsements work because some celebrities are credible and attractive and it could be that celebrities save time in creating the credibility a company has to build into products. We could also say that it’s an easy way to convince the people as well as they seem to be good at generating attention, recall and positive attitudes towards advertising provided that celebrities are supporting a good idea and there is an explicit fit between celebrities and brands
Very good Job !!
Lacy, I wonder about the use of celebrities in advertising. Do consumers purchase products because thet believe that the celebrity uses and endorses them? I think it may be that the advertiser is using the celebrity based on the fact that the celebrity was convincing in a role, and can therefore be convincing as a spokesperson for the product.
Celebrity in advertising is a wonderful subject to do analysis on. The quest of why celebrity images work better for some celebrities is well detailed in this analysis. It was very interesting to discover that 25 percent of TV commercials are done with celebrities. The point about how lacking the article is when it comes to facts is well discussed. Nice Job!
Celebrity in advertising is a wonderful subject to do analysis on. The quest of why celebrity images work better for some celebrities is well detailed in this analysis. It was very interesting to discover that 25 percent of TV commercials are done with celebrities. The point about how lacking the article is when it comes to facts is well discussed. Nice Job!
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