Thursday 3 December 2009
today
As I am in today I have found myself being critical of my work however I believe this to be a good thing as it can help push me on in creating my own style, I would like to have a recognisable trade mark that some one knows that it my work etc I'm sure this will come in the following months as still feel some what of a novas at this but have made great leaps forward in my website design class so i may focus on this aspect?
bibliography
1. Amos C, 2008, Exploring the relationship between celebrity endorcers and advertising campaigns-A quantitive synthesis of effect size. international journal of advertising 27 (2);209-234
my thoughts
After looking at my journal and writing this essay i belive that i could have done more indepth reasearch if i was to dross search this again i would use the librarys cross search as it allows you to view a vast and credible resouces at the touch of a button i would then use thing such as questionair to see what my fellow class mate thought and maybe expand on this by holding distusions with sertain peer groups to asses the different view point due to age etc. i have enjoyed my time reading these journal and have found out thing i would never hav thought so i can say that i have learnt something new.
Wednesday 2 December 2009
assignment 4A/B
Recently I have been looking into the role that advertising plays in the world and have looked in-depth into the different types of advertising we have to day. The biggest type we have today is celebrity endorsements this has been around for an age however it is only recently that I myself have became aware of the growing number of celebritys used to endorse product weather it be there voice, music or just by association.
So do these celeb give the brand and their products the x factor, that something different to stand out from the competition? To answer this question I have used the university’s cross search to find the two of the most interesting journal at my disposal to find if this view is in fact true.
The first journal I chose was “star gazing” by Hamish Pringle, this article shows how celebrity endorsement have become the norm nowadays however due to research done be Millward Brown in this article shows that the recipe for success doe not always involve a “star”.
Through out the article Pringle looks at numerous cases were specific celebrities have endorsed products that are both relevant and irrelevant to the individual. The most relevant being David Beckman’s endorsement for Adidas as this is a sports wear brand and he himself is a sportsman ware as Ray Liotta an actor from good fellows is advertising Heineken, were is the relevance in this, is it just a gimmick? Doe this appeal to and target audience? Did they use the product before?
I believe these types of adverts are gimmicks, spoofs because the staff employed by Heineken have total alienated their audience if there not into this type of movie or character he Liotta plays. However this type of star brings international recognition, which the brand wants to utilize for themselves, to go on and become world-renowned and sell in other market areas.
As the article continues it shows that celebrities who are at the top of there given profession such as sport, music, acting etc are more likely to be chosen to endorse a product as his or her quality’s are easily transferable to the brand and their product. Not only this but it also boost the value of the company in general having a successful star in his/her field. Celebrities can also create a new image for there endorsing product for example Wayne Rooney turned the ford ka from being just woman’s to woman’s and men’s due to his performance in euro 2004.
Pringle then goes on to look at other campaigns the have not used celebrities in there own right but have created them due to the success of there products. For example Howard from the Halifax avert and the 118 118 men are now a recognizable celebrity in there own right. I was slightly disappointed as this was only slightly touched upon and I think this kind of advertising should be merited more than what the article has addressed.
Over all the article shows the number of factors that are present if the brand, product and celebrity are to work properly and create a successful campaign. This is show in the case of the Monty Python actor John Cleese and his involvement in the “value to shout about” campaign for Sainsbury’s. This was seen as a failure as it alienated customers, however Pringle believes this to be the fault of the company itself due to the script they had written and the character they wanted cleese to play. I agree with his point here and find it amazing that this is people job to get these campaigns right but still they get them going off the boil, but doe this mean that the brand has somehow made cleese unpopular in his own market due to his unsuccessful marketing ability? Does this serve as a hindrance for him now?
There are many fascinating and brilliant points that have been gathered from many different positions and I believe all to be correct in some way or another and due to this he stays on the fence and stays true to the statement made at the start “celebrities are no more nor less likely to be successful than those which use any other creative techniques such as humor, side-by-side comparison, product demonstration, fantasy or slice of life.”
For my second journal I looked at CAmos's "exploring the relatoinship between celebrity endorsers and advertising campaings-A quantitive synthisis of effective ness"
The main purpose of this arrticle is to show the effectiveness of celebrity endorcements and is to why some are effective and others ineffective.in the artical Amos goe behind the campaign and looks into the process behind picking the right individual to endorce a product.
The inmprotant information in this journel is the reaseach that has gone on to find out why some celebritys sell and some dont. The finding were simmilar to that of my first journal, it depend on how the star is viewed in the public domain, there relationship with the product in question, were their careers are, all these numerous factor have to be taken into acount before a celeb can even be contacted. once this process is complete they then need to wiegh up the finanial aspect, will the star boost there brandsvalue ? will he/she sell more products? can we get someone of simial stature for less.? all critical questions that have to be answer and put into practice when the campaign goes ahead and either flops or suceeds.
Overall in both journal it was clear to me that celebrity endorcements are becoming more popular and are not just simply pulled out of a hat. A lot of hard work, reseach and money goes into finding not star but the correct personality.it is only now i can apprecait the many tv adverts we are bombarded with and see the workings behind them, however this is not to say that due to the research nothing will fail, peoples minds change, scandals happen or the pruduct itself is a failure.so from now on the next time you see an advert try and ask why that individual is endorcing that product.
So do these celeb give the brand and their products the x factor, that something different to stand out from the competition? To answer this question I have used the university’s cross search to find the two of the most interesting journal at my disposal to find if this view is in fact true.
The first journal I chose was “star gazing” by Hamish Pringle, this article shows how celebrity endorsement have become the norm nowadays however due to research done be Millward Brown in this article shows that the recipe for success doe not always involve a “star”.
Through out the article Pringle looks at numerous cases were specific celebrities have endorsed products that are both relevant and irrelevant to the individual. The most relevant being David Beckman’s endorsement for Adidas as this is a sports wear brand and he himself is a sportsman ware as Ray Liotta an actor from good fellows is advertising Heineken, were is the relevance in this, is it just a gimmick? Doe this appeal to and target audience? Did they use the product before?
I believe these types of adverts are gimmicks, spoofs because the staff employed by Heineken have total alienated their audience if there not into this type of movie or character he Liotta plays. However this type of star brings international recognition, which the brand wants to utilize for themselves, to go on and become world-renowned and sell in other market areas.
As the article continues it shows that celebrities who are at the top of there given profession such as sport, music, acting etc are more likely to be chosen to endorse a product as his or her quality’s are easily transferable to the brand and their product. Not only this but it also boost the value of the company in general having a successful star in his/her field. Celebrities can also create a new image for there endorsing product for example Wayne Rooney turned the ford ka from being just woman’s to woman’s and men’s due to his performance in euro 2004.
Pringle then goes on to look at other campaigns the have not used celebrities in there own right but have created them due to the success of there products. For example Howard from the Halifax avert and the 118 118 men are now a recognizable celebrity in there own right. I was slightly disappointed as this was only slightly touched upon and I think this kind of advertising should be merited more than what the article has addressed.
Over all the article shows the number of factors that are present if the brand, product and celebrity are to work properly and create a successful campaign. This is show in the case of the Monty Python actor John Cleese and his involvement in the “value to shout about” campaign for Sainsbury’s. This was seen as a failure as it alienated customers, however Pringle believes this to be the fault of the company itself due to the script they had written and the character they wanted cleese to play. I agree with his point here and find it amazing that this is people job to get these campaigns right but still they get them going off the boil, but doe this mean that the brand has somehow made cleese unpopular in his own market due to his unsuccessful marketing ability? Does this serve as a hindrance for him now?
There are many fascinating and brilliant points that have been gathered from many different positions and I believe all to be correct in some way or another and due to this he stays on the fence and stays true to the statement made at the start “celebrities are no more nor less likely to be successful than those which use any other creative techniques such as humor, side-by-side comparison, product demonstration, fantasy or slice of life.”
For my second journal I looked at CAmos's "exploring the relatoinship between celebrity endorsers and advertising campaings-A quantitive synthisis of effective ness"
The main purpose of this arrticle is to show the effectiveness of celebrity endorcements and is to why some are effective and others ineffective.in the artical Amos goe behind the campaign and looks into the process behind picking the right individual to endorce a product.
The inmprotant information in this journel is the reaseach that has gone on to find out why some celebritys sell and some dont. The finding were simmilar to that of my first journal, it depend on how the star is viewed in the public domain, there relationship with the product in question, were their careers are, all these numerous factor have to be taken into acount before a celeb can even be contacted. once this process is complete they then need to wiegh up the finanial aspect, will the star boost there brandsvalue ? will he/she sell more products? can we get someone of simial stature for less.? all critical questions that have to be answer and put into practice when the campaign goes ahead and either flops or suceeds.
Overall in both journal it was clear to me that celebrity endorcements are becoming more popular and are not just simply pulled out of a hat. A lot of hard work, reseach and money goes into finding not star but the correct personality.it is only now i can apprecait the many tv adverts we are bombarded with and see the workings behind them, however this is not to say that due to the research nothing will fail, peoples minds change, scandals happen or the pruduct itself is a failure.so from now on the next time you see an advert try and ask why that individual is endorcing that product.
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