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The use of Celebrity in Television Advertising

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The use of Celebrity in Television Advertising

  1. 1. Lesson Task 3: Celebrity endorsement
  2. 2. Celebrity endorsement  An advertisement featuring a celebrity will capture attention and increase awareness of a brand and therefore sales.  persuasive message – the celebrity is seen to be benefitting from the product therefore the hidden message is, so will the consumer.
  3. 3. Celebrity endorsement  There’s an interesting comparison to be made between products and the type of celebrity used to endorse them.  Products such as household insurance, mobile phone services and weed killer are routinely advertised by home grown celebrities – those who appear weekly on our screens in soap operas and dramas.
  4. 4. Celebrity endorsement  More aspirational, though not necessarily more expensive products, such as cosmetics, sunglasses and designer underwear use film stars and celebrities with a much higher profile.  Ultimately, the most successful campaigns fit the celebrity to the brand.  The celebrity must appeal to the target audience and have personal attributes that reflect the appeal of the brand.
  5. 5. Lesson Task: 3 Analysing Celebrity Endorsement in Adverts 1. Clearly identify the year the advert was aired and the product being sold. 2. Identify the form and style of the advert and outline a brief synopsis of the advert. 3. Explain the target audience for the advert e.g. (age, gender, socio – economic class, interests etc). How does the celebrity featured appeal to the target audience of the advert? 4. What is the overall message of the advert? (e.g does the advert play on any specific needs/aspirations in the audience?) 5. How does the celebrity fit in with the message and persuade the audience to purchase the product.?
  6. 6. Possible Adverts  Hagaan Daaz - Bradley Cooper  Wi computer console – JLS/ One Direction  Snickers- Mr Bean  Pepsi Max – Beyonce/ Christina Aguilera/ David Beckham?  Nike – Sports people  Activia- Gok Wan/ Martine McClutcheon  Waitrose Christmas ADVERT – Delia Smith /Heston Blumenthal  Herbal essences – Nicole Scherzinger  Muller Corner – Nicole Scherzinger  Miss Dior perfume – Natalie Portman  Premiere Inn – Lenny Henry  Loreal- Cheryl Cole  Rimmel-Kate Moss

Notes de l'éditeur

  • The presence of the celebrity enhances a
    brand’s distinctive identity. Although it
    cannot intrinsically improve any of the
    product’s features or performance, it can
    provide added value and credibility. An
    infusion of celebrity attention can
    rejuvenate a stagnant brand; it can also
    compensate for a lack of inventive
    marketing ideas. Approval of a brand by a
    celebrity fosters confidence and highlights
    brand awareness in a cluttered marketplace. Also, because the celebrity has an image and reputation to maintain, their
    alliance with a brand tells the consumer
    that the company is reputable and
    trustworthy.
  • Interesting article for the Beckham Whiskey ad - http://www.independent.co.uk/voices/comment/david-beckhams-haig-club-whisky-is-exactly-whats-wrong-with-the-highlands-9816626.html

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