Celebrity market

5896 mots 24 pages
ing University of Hull | Celebrities in advertisement: motives and risks | Independent Study | | Sarah | 3/30/2011 |

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Contents

Introduction 3 Background 3 Aim and objectives 4 Outline of the essay 4
Characteristics of a celebrity endorser that condition the effectiveness of an advertisement 5 Source attractiveness model 5 Erdogan source credibility model 6 Celebrity-product congruence. 7 Audience characteristics 8 Mc Cracken’s meaning transfer model 10
Risks involved in celebrity-endorsement 11 Overexposure 11 Massive using of celebrities 12 Overshadowing 13 Financial risks 13
Exploratory study on the use of athletes in advertising 14 The popularity of athletes in advertisement 14 Nike case 15 Gillette case 15 Gatorade case 15
Conclusion 16
Annexes 17 Successful and unsuccessful celebrity endorsements, Source: Till and Busler 1998, Walker et al. 1992 17 The Elaboration Likelihood Model, Petty Cacioppo, 1986 18 Zinedine Zidane different advertisements 18
References 20

“A sign of a celebrity is that his name is often worth more than his services” Daniel J. Boorstin

Introduction

Background

Celebrities, meaning individuals who acquired a sizeable fame, hold down a dominant position in our daily life. Nowadays it seems impossible to open a magazine or to watch television without be flooded by news concerning the “people”.
For the firms, advertisement remains the favoured method of the sales promotion. The challenge is to catch the viewer attention and make an ad more noticeable, attractive and impellent. One way to achieve this is through invoking celebrity endorsement. Mc Cracken defines celebrity-endorsement as “any individual who enjoys public cognition and who uses this cognition and on behalf of a consumer by appearing with it in an advertisement”. The use of stars in advertisement is not a new phenomenon but this sales promotion is increasingly widespread over the last twenty

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