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Jozui's Argument Analysis: Celebrity Advertising

548 Words3 Pages

Jozui in her passage argues that celebrity marketing is very misleading on the product they are trying to selling and insults the intelligence of the consumers. Jozui supports her argument by first explaining that not everyone is gonna buy the newest car because a well-known “talk-show host is paid to pretend to drive one”, or because Katy Perry uses Proactiv to clean her face. She continues by providing illustrations of what most commercials look like now a days. The author’s purpose is to inform the consumers that celebrities should stop being the way to sell a product in order to stop the indignity of the audience’s intelligence. The author establishes an objective tone towards the advertising company. Jozui’s statement regarding that celebrities should not be participating in commercials because it is defrauding of the purchasers intelligence is acknowledging true. In confutation, big businesses use celebrities to make more money but not everyone buys the product for the celebrity. To support this, Jozui states, “The audience is expected to transfer approval of the celebrity to approval of the product” to show that many people only get a product with the …show more content…

To prove this statement I once bought a laptop skin online that a celebrity was using and when the product arrived it was a giant sticker for the front of my laptop. Credibility is a huge thing for producers because to know that when they buy their product and it works then the consumer is willing to buy this product again or even tell their friends about it. Zendaya was endorsing Proactiv X-Out and my friend bought it thinking it would work and it did nothing and now she doesn’t buy anything from Zendaya or Proactiv. Credibility hurts both the producers of a product and the celebrity endorsing

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For example, Mark Baptiste, a leading fashion photographer in the United States, explained that you cannot promote the average body because they will not make money, every photo is touched and edited since the goal is to make the image look perfect. Baptiste goes on to explain that the marketing industry is selling dreams, they need to make money and target people insecurities. Here you have a famous photographer whose has photographed many celebrities, like Paris Hilton, admitting

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To help prove his point, Turow includes examples of ordinary consumers and how advertising companies have affected their lives. Turow includes a story of a fictional, middle class family that has been targeted by advertising companies. This example is important because it illustrates the power of the media on a small scale and how it can affect families, the reader’s family included. Turow includes this fictional example because it is a real possibility in today’s world, and it happens to the family without them realizing

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This statement is borderline accurate because most advertisements from automotive to magazines, use celebrities to enhance their brand to appeal to the fans. Advertising has become extremely important in promoting messages that only minds of the target audience will understand like the younger demographic compared to older demographics. Certain older individuals believe that the commercials nowadays are becoming ridiculous, but once they figure out what the commercials are about. The first thing they are the main ones that want to go purchase or upgrade their automobiles, refrigerators, appliances, cell phones, etc., to fit in with the evolvement of society in this generation. Women in current times goals are to save money every chance they get, to purchase or lease a brand-new car; because it gives them a sense of dependency and achievement.

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Many people that watch TV often get interested in commercial products because of the celebrity promoting the item. Sue Jozui in her excerpt, argues that applying a famous person to an advertisement should be boycotted because they are supplying the spectator with false information. The author supports her claim by first presenting that consumers expect the object they are purchasing off the advertisement to be an enhancement from their previous purchases. She continues by stating that it is insulting to buyers when famous people are encouraging an item that they simply do not even utilize theirself. The author’s purpose is to boycott celebrities from advertisements and construct laws in order to terminate the fallacious statistics that is

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The commercials that are highly anticipated annually always have an A-list celebrity promoting some product or another, it’s an appeal to those who think “If they have it, then I must have it.” Usually the main audience these promotion commercials are targeted are those in a lower social class, such as ghettos and low-income cities. These people of a lower social class see this celebrity and their products and think, according to the Symbolic Interactionist Theory, that they need it in order to be seen as a different person, much like the celebrities; these average people try to reflect the bravado of these upper-class individuals. All of the previously stated stances, both pros and cons considered, add to the diversity and synergy within the Structural Functionalism Theory, Conflict Perspective Theory and Symbolic Interaction Theory and how they are all crucial for specific functions within the Super Bowl. Likewise, there is a sense of codependency within America and the Super Bowl and these sociological factors contribute to the profit and positive social interaction, the need to conform to the Super Bowl time contributes greatly in shaping just

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He attests that the most ideal path is to figure out how to “ignore the product information and one’s own feelings about the product” (75). Knowing who the focused on purchasers are and the survey edge the crowd has is likewise critical in examining commercials. Fowles presumes that passionate interests in commercials work since they get the gathering of people 's consideration and persuade them that they have to purchase the item being sold. Ads appeal to both men and women, in fifteen different

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Celebrities can have significant influence on consumer choices because when people see that a celebrity uses that brand name, then they think that if the celebrity uses it, they should use it too. Here is an example; Peyton Manning does advertisements for Papa John’s because Papa John ’s knows that many people will be influenced by him if he does an advertisement for Papa John’s. This example shows that Peyton Manning’s fans will be influenced by him and making them wanting to buy Papa John’s pizza because they think if Peyton Manning eats Papa John’s, then they should too. This also proves to the fans that if Peyton Manning does advertisements for Papa John’s, then they think that they could be more like him if they eat Papa John’s pizza.

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Because a lot of people subconsciously want to be like celebrities, using celebrities in advertisements is so effective. If they have

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Celebrity endorsement or opposition should be avoided, this type of advertising ploy is cliched and quite arguably has become redundant. Appealing

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“Regardless of what artists may think about this shift in the music industry, there’s no arguing that they need to adapt in order to make money” (Carter 5). Endorsement deals play a big role in a musician’s career. Currently people are debating about whether or not artists should allow advertisers to use their music in promotions. Artists should allow their music to be in commercials because advertising keeps a musician financially stable and helps them reach a wider audience. Generally speaking, allowing corporations to use a musician’s music in advertising keeps artists financially stable.

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People such as celebrities, have a higher influence on people and their decision making on products, which is why many companies hire well-known celebrities to promote their products in the media. In an article written by Marketing Charts called, “How Influential are Celebrities?” they discuss the power of product placement and celebrity endorsements. The statistics for how much a celebrity influences its fans varies throughout the article, depending on what exactly they endorse. The article had some very interesting key points about celebrities also having a negative impact on product endorsement, mentioning that traditional brand promotion without celebrities had more of a positive influence.

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In fact, one notorious company for using logical fallacies in their advertisements is Proactiv. Thus, the Proactiv commercial featuring Lindsay Lohan that aired on TV a couple of years ago is a precise example of the appeal to authority, bandwagon, and plain folk logical fallacies being used to get their product sold. In the commercial, Proactiv uses an appeal to authority to earn an individual’s trust. To clarify, this logical fallacy is used when a company or brand hires a popular celebrity or a person with “authority” to advertise and express how beneficial a product is.

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Would you want you whole life stalked by people and paparazzi snapping pictures of you eating, sleeping, having personal time with friends or family, and somehow always finding out where you are and getting no private time to yourself? Most people prefer to don’t want to be stalked everyday, especially when your sleeping or eating with someone. Gossip tends to ruin or somewhat help people’s lives because it spreads certain things you didn’t want some people to know that have now found out due to gossip, which inevitably is worse then not being able to stand up to the person face to face and tell them yourself. This life of a celebrity can be extremely harmful, not only to the individual themselves, but the people around that individual. Another thing that tends to be ruined or lost by celebrity culture is

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Traditional authority is the legitimacy of power based on time-honored tradition or custom. In traditional authority, the authority of the individual or group in power is not questioned by those under their rule because traditionally this is how their society has functioned. An example of traditional authority are the monarchs of The United Kingdom where one person by birthright inherits the position of ruler and traditionally retains power until they die. Upon their death the next in line usually a son and in some cases a daughter, succeeds them. For instance, when Queen Victoria died, her eldest son, Edward VII became King.

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1.16 Impact of Shock on the audience The most important benefit of shock advertisements is the fact that it enhances brand recall. When people look at a shock advertisement they are immediately caught off guard and their attention is diverted to the advertisement. These advertisement also make use of different shock appeals such as fear, shame, violence, guilt and other negative affects meant to astonish audiences. This type of advertising can have a significant impact on the consumer’s mind if the message is appropriate and suits the target audience.

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