The advertisement of CoverGirl from April 2010, shows a picture of the famous Queen Latifah in a white background with her eyes closed. Her hair is neatly tied up in a high ponytail and her skin looks flawless. Queen Latifah has a nude shade of lipstick with a bright big smile on her face with shiny white teeth. She is also wearing diamond stud earrings, which are small and circular. The word “CoverGirl” is written in big blue letters across her forehead.
Ellen and Sofia’s commercial uses humor to sell their product. Queen Latifah tells her audience that they can save time and money by using the product she is advertising because it can save them time and money (Queen). They also use the tagine “Department store beautiful for less” (Drew). They are trying to convince the audience to buy the product by saying that it is just as good as department store brands, and it is cheaper than the department store brand. It is good quality makeup for less.
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.
Figure 2 is an image put out by the worldwide makeup brand Covergirl. The ad uses Taylor Swift, a beautiful celebrity to endorse their product. By using a beautiful celebrity, Covergirl is trying to engage with the audience and appeal to their interests. Swift’s flawless skin targets the average woman’s emotions, evoking the need for flawless skin. Now this average woman is thinking that if a big name celebrity uses Covergirl brand to achieve beauty, then she should go out and purchase it for herself as well.
One ad in particular uses Katy Perry as the spokeswoman and the question, “What’s her secret to success?” The answer, of course, is “she’s Proactiv.” Proactiv has always been known for having top-tier celebrities endorse their product. Katy Perry
As stated earlier Susan Sarandon is the narrator of the commercial. She is recognized for playing multiple rolls as a matriarchy figure in films such as “Stepmom”. Sarandon status as a celebrity adds to the ethos as well as the pathos of this advertisement. Her warm, soft toned, and clear voice constructs the audience to feel sense of trust toward her and the product being sold. There is a point in the ad where Sarandon puts an emphasis on the word “Fight.”
In the article entitled The Impact Celebrities have on our Lives Deborah King Discusses The Topic of the positive and negative influences celebrities have on our lives. Early on in the article, King points out that we are obsessed with celebrities and magazines have been in high demand, causing paparazzi to invade celebrity's private life. The Journalist demonstrates that some celebrities that we idolize can have a bad influence and because of the internet it is easier to find out about some things celebrities have done. In addition, the author states that not all celebrities produce a negative influence even though some have a rocky past, are doing good things for the community like charity. Furthermore, she emphasizes that we are obsessed
“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.
Sue Jozui thinks that we should boycott these strategies because it is unfair for small companies to compete with the bigger companies that can afford celebrities. Another reason she states why we should get rid of this strategy is that she thinks that these companies are saying that we are dumb if we buy these products because of the celebrities. Another observation that has been made is that Sue Jozui states that these ways for advertising are misleading and insults the intelligence of the audience. People are not that dumb to think that if there favorite sports star drives a car and does not even drive it, people do not realize that they might actually like the product and use it. For example, James Harden is a great basketball player and he is in a lot of Adidas commercials
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.
Subsequently, the celebrities that are symbols for these products become a product in themselves. In some cases, we buy products purely because a celebrity has worn it, endorsed it, or has been associated with it in another type of way. A consumer’s inclination towards materializing a lifestyle of a celebrity leads to the merging of the corporate and the self. This is extremely prevalent with the Kardashian family. The Kardashian family became celebrities through their reality television show Keeping Up with the Kardashians.
The micro-celebrities form an illusion of ‘friendship’ with their viewers and encourage them to trust their opinion on the best cosmetics to use. Jonathan Ford discusses YouTube’s micro-celebrities’ ability to sell product, he states, “Advertisers have spotted the ability of YouTube stars not only to drive audiences but also to shift products. When YouTubers recommend something, their followers listen and often act” (2014). An example of this is when a beauty blogger recommends a new product that has been sent to them for free or as a paid promotion, corporations encourage a positive connotation and in return content creator receive a percentage of the revenue similar to a commission. Beauty Blogger, Zoella is a brand ambassador for Unilever, she earned about $42,000 last year according to her inaugural set of accounts at Companies House (Ford, 2014).
Thus associating a public figure with a brand, employs rhetorical teachings to implicate the ethos appeal thereby associating a sense of credibility and trustworthiness with the brand. Thus celebrities can be used for the following: • New users: Celebrities in advertising helps in first time users of the products.
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
• How can celebrities be effectively used in changing consumers buying intention? • To understand consumer perception about celebrities in advertisements. • Advertisement budget will be effectively and efficiently used by managers Academic Since my research is focusing more on practical side. My research will help researchers to
