Celebrity endorsement, this is when a Brand uses a celebrity to help sell there product, service or charity. This may be in adverts, creating a line, or in the case of charity attending different events, fundraising or being a face of a charity. There are both advantages and disadvantages of using celebrity endorsements, for many brands it is about them being noticed, and catching the attention of there market and many brands think that by using a celebrity known in society it will help entice the consumers in.
One of the main points that have become noticeable is the way different genders see an advert and the gender of the celebrity in the advert. “There is some evidence that women may ...view middle of the document...
Finally a celebrity may be used to endorse one brand but themselves use a different brand for example Catherine Zeta Jones was used as an endorser for Sainsbury’s but was seen shopping in Tesco’s which may give the general public an unsurety about shopping at Sainsbury’s Saurbh Katyal (2010)
However there are some positives that come out of celebrity endorsement, firstly as Lake et al say by the help of celebrity’s endorsement they will increase the awareness of the brand as having someone the consumer knows on the campaign it will help catch there attention, and make them more interested in finding out about the product.
Also having a celebrity will help differentiate it from one brand to the other for example David Beckham advertises for Adidas and Roger Federer for Nike. The two are sporting brands with different celebrity’s, which differentiate them. A further positive could be that the value that is associated with the celebrity is carried through to the brand/ product. Through this the brand can become established and through having the celebrity endorsement may see an increase in sales. (Sonwalkar, Kapse and Pathak).
A study was done by a Dutch team in which they scanned 24 women’s brains whilst they looked at different pairs of shoes, both with celebrities and non-celebrity’s modeling the shoes, and it was noticed that part of the brain became very active when a celebrity was modeling them. (BBC, 2010). As stated above it shows that women do pay more attention to celebrity endorsed ads.
Celebrity endorsements can also attract the younger markets, as youths often look up to celebrities as role models and if they see a celebrity advertising a product they may be more inclined to buy...