Marketing Management & concept design-assignment 2 | Negative Effects of Celebrity Endorsement | Jeneef Joshua V.J-215111077 | | I MBA,2011-2013 | | Celebrity marketing has become a common affair in today’s breakneck competition. There has been a traditional belief that when a celebrity endorses a product or a brand, it tends to perform well in the market. In the next few pages I will be taking you through an analysis of how a celebrity’s endorsement affects a company’s market share and more importantly the negative side of celebrity endorsement. Celebrity endorsement is a key marketing strategy which is now widely adopted by many brands to gain a significant pie of the market. It has become one of the key marketing mix elements.
The culture of celebrity is an increasingly pervasive phenomenon that is made even more treacherous in the fact that it touches almost every American’s life. While many hold the conventional belief that celebrity dogma and vicarious living are mere entertainment and thus harmless, the public’s rising propensity towards celebrity worship and mindless ingestion of manipulated and often inaccurate information set forth by the media and popular public figures greatly contributes to the rising anti-intellectualism, anti-rationalism, and overall incompetence in detecting our willful consumption of junk thought. If society is unable to recognize the repercussions celebrity culture will have on our collective ability to distinguish legitimate news from the erroneous and furthermore continues to advocate a general reluctance to transpose our rapturous enthusiasm from Britney Spears to issues far more worthy of our attention, such as war in Afghanistan, the climbing rates of foreclosure and unemployment, and global warming, the consequences will become progressively severe. The current and future implications of this seemingly innocuous movement include debased public discourse and politics, the proliferation of misinformation and erroneous reports relating to health issues and more, a diversion from intellectual endeavors, and an overall rejection of rationality. Celebrity culture and our nation’s infatuation with it is playing a significant role in producing a generation that is increasingly devoid of a defined criterion to assess the precariousness in conforming to the credo of a dumbed-down society where intellectualism and rationalism have far less value than the recklessly enticing ideas set forth by the mouthpieces of junk thought.
This generates commitments to objects instead of people, creating a more separate and powerful sense of self, which turns social relations into competitive interactions. Consumer culture has introduced disposability into the minds of consumers, which means more than throwing away produced goods, but also being able to throw away values, lifestyles, stable relationships, and attachments to things, buildings, people and received ways of being and doing (Harvey, 1990,285). American consumer culture came into being after WW1, when successful American corporations faced the threat of overproduction. Corporations needed to make sure consumers would buy their products and found ways to turn luxury products into functional products. Through advertising, product placement, celebrity endorsement and even social movements, corporations found ways to convince consumers to want things they didn’t need.
Brandwashed) Zoom In: In this passage, Martin Lindstrom denotes a method used by big corporations and advertising companies that literally scares people into buying things. Lindstrom explains that "uniting us against a common enemy, fear also brings humans together", which is a stark statement, but definitely not an inconceivable one. This is such interesting prose, because when we humans feel afraid, the last thing we are thinking about is how united we are. We are thinking about what we can do to eradicate the danger, and how we can feel safe. In 2009, sales of the well known hand sanitizer Purell rose by 50%, which also happens to be the year that the H191 pandemic (better known as "swine flu") erupted.
People from younger generations are so drawn that they would rather skip school and chase after fame and money so that they can also appear to the world as celebrities. Celebrity culture through the help of the media is forced down the throats of our teenagers and young people from the younger generation now lose their grip on the culture and are ‘westernized’ However, it’s not like nothing good can come out of celebrity culture, They encourage teenagers to follow their dreams and work towards what they feel is the right path for them. Celebrity culture shows that you should as much as possible give to those who are in need and support various
“African Americans play sports and run really fast, Latinos join gangs, Native Americans drink a lot, brown skin people are extremely intelligent but easily fooled, homeless people are drug addict's, rich people make there way through money.” Unfortunately, these stereotypes we see in the media are the result of what sells. It’s difficult portraying a wide group of non-stereotypical persons in just one bit of advertisement. That’s why some companies are cautious of using a minority within their advertising because they don’t want to present a false representation. Not only in paper advertisements do we see stereotypes, but also in television ads as well. For instance, the African American niche station BET (Black Entertainment Television) was found to, “represent a venue of minority voices, [but] it is also a source of problematic representations of gender” according to Melinda Messineo.
Those most affected by these trends and ideas, as delivered through mass media, are youth and young adults. The balance of this society can be considered non-mainstream and more traditional and practical in their thinking. Product and concept companies utilize the media in promoting their ideas and trends, and they use famous celebrities, musicians and sports stars to deliver these messages. Pop culture defines a perception on what we should look like, how we should live, thus how we should behave in today’s society. A prime example of falling victim to this influence comes from television production companies and what they air.
Abstract This paper will argue the use of celebrities in marketing communications. What is the rationale for the use of celebrities in advertising and other marketing communications? Why do firms' marketing guns choose to employ celebrities, often at considerable expense, rather than use other forms of marketing communications? What advantages do celebrities offer, and what disadvantages or risks do they entail? Finally, what is the effectiveness of celebrities in marketing communications, and how can it be measured?
Celebrities like Tyra Banks for Victoria Secret and LeAnn Rimes for JC Penny has endorsed for these products. Celebrities may be actors, musicians, sports figures or may be other type of entertainer. Celebrities are used to provide personality to the products or a brand (Kaikati, 1987 cited in Muthukumar and Jeyakumaran, 2013). Companies are spending huge amount of money to have celebrities and athletes to endorse both sports and non-sports products (Boyd and Sank, 2004 cited in White, Gaddard and Wilbur, 2009). Celebrities are
The most commonly discussed forms of bias occur when the media support or attack a particular political party, candidate, or ideology; however, other common forms of bias exist, including advertising bias, corporate bias, sensationalism. Advertising bias refers to when stories are selected to please advertisers; corporate bias refers to when stories are selected to please corporate owners of media; Sensationalism is a type of editorial bias in mass media in which events and topics in news stories and pieces are over-hyped to increase viewership or readership numbers. Sensationalism may include reporting about generally insignificant matters and events that don't