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DHTP Dissertation Proposal Part 2 & DISSERTATION TEMPLATE PART 2 & 3
Please save as a word.doc and change the title to your full name, e.g.: John Smith.doc - do not email the proposal without changing the file name. Copy Paste and Amend from your proposal part 1.
Sample template

Student Name Connor Mcartney
Course Graphic design
Supervisor name Andy Pelc
Email address (Supervisor)
Date (update as you go)

Using the template
Enter your personal details in the box above. The email address will be used by your tutor and others to contact you. You must check this regularly for news on tutorial dates.
Read each heading carefully and type into the text box below.
Email your proposal to your supervisor and load it up on Safe Assignment of the VLE
Total final word count for Part 3: between 2000-2500 words (excluding bibliography).
Title (max 50 words)
This should give an outline of your research topic. If appropriate use a title and a subtitle. You need to get specific and refine the title to capture your research as best as possible.

What impact does celebrity endorsement of products and services have on the general public?



Summary (Stage 2 = max 1000 words, Stage 3 = 1500)
Here you should indicate what you already know about the topic. You should already have done some reading around it. Summarise this reading with regards to the research topic and describe the research area. This will provide the basis for a literature review.

In this proposal I will be outlining, the impact celebrity endorsement of products and services have on the general public. I shall do this by using a variety of resources to confirm my finding. I will look into why certain celebrities are chosen to endorse specific brands, products and services. This in turn will show both the positive and negative effect on the general public. As well as showing how this effects the public consumption

Celebrity endorsement has been defined as: “any individual who enjoys public recognition and who uses this recognition on behalf of a consumer good by appearing with it in an advertisement” (McCracken, 1989, p.311)

Nowadays celebrity endorsements are every ware we look, from the hair dye we use, to the trainers we wear. We are constantly bombarded with images of products and service being endorsed by celebrities. This has increased over numerous years as mass media has come in fruition. With things such as magazines, television and radio. From 1979 to 1997 the popularity of using celebrities in advertising in the USA increased from 15 to 25 percent and nowadays more than 20 percent of all TV commercials feature celebrities (Belch & Belch, 2001).

The celebrities used to promote these product and services give the impression that if you, the general public, buy these product you will in some way better your own life. However this view is not always correct as the purchase of the said product or service doe not always improve, change or benefit the consumer.

Due to this constants and unrelenting bombardment of celebrity endorsements the consumer now believes the celebrity rather than the product they are selling, they have been duped into thinking they need these less than essential product, such as new clothes, sharpie pens and JLS condoms. Advertisers are at the heart of this promotion selling prime slots on TV to the highest bidder to gain the maximum coverage.

However not all celebrities are out the dupe the general public, some believe in the products or service they are endorsing, believing that in some way this would benefit the consumers life weather it be financially or socially. (Example of celebrity believing in the product)

We now associate celebrities with specific brand and products, due to the relationship they have formed. These relationships help to incise the general public to buy their product/service over others. This relationship was formed as both the brand and the celebrity somehow mirror one another weather this is in
Age on their target market, job or personal values. These attribute help to communicate a specific message to the consumer, about the particular brand, product or service. Which in result should increase the sale and revenue of the company. Agrawal & Kamakura (1995) research of 110 celebrity endorsements contracts showed that on average there was a positive outcome on stock return and that in general, the celebrity endorsement contracts are worth investing in.

These relationships may be short only lasting a few months or years, this may be due to the facts sale haven’t risen, there is friction between them and the celebrity or the celebrity no longer identifies with the product, service they are endorsing. For example John Cleese and his endorcment for Sainsbury’s ‘value to shout about’ campaign. This was seen as a failure as sale did not in crease and it alienated customer base 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. However this is not always the case, many endorsements have longevity as in the case of David Beckham and Adidas. Even though Beckham is no longer at the peak of his career Adidas still turn to him to endorse there products, this is due to the attribute he has both on and off the football pitch, inspiring the next generation to wear Adidas. He is a fashion icon with thousands following his every move as well as his what he wears.

Tellis (1998) states that companies should try to create a long-term relationship with the celebrity. Companies want to create a clear and consistent brand strategy over time, but problems can occur when establishing long-term relationships. Byrne et al (2003) point out if there is no congruency, the audience will remember the celebrity and not the product. This is called the “vampire effect”, which means the celebrity sucks the “life-blood” out of the product (ibid).


Celebrities are a large and ever growing part of advertising and endorsement however there is also a niche market for the ‘non’ celebs. People such as the 118 men, Howard from Halifax and Alexander the meer cat have all gain valuable coverage as well as boosting sales of products and services with out having the popularity of the celebrity counterparts.

For many years now celebrity endorsements have been gaining a foot hole in advertising, becoming the ‘norm’. Commonplace among the breaks of our favorite television programmes, continuously reinventing brands, products and service to gain a wider audience and target market. However as research done by Millward brown in the article “star gazing” shows that the ‘recipe for success doe not always involve a’ star’.

When will the public come to realize that you can change the aesthetics of a product or service with the help of a celebrity but in the harsh light of day it still the same product without the glamour’s makeover.
The public consumer constantly searches for a product that gives there live meaning as well as opening up them up to new emotions, experiences and products.


(Continued over)
Aims: Why are you doing this? (max 100 words)
These are a general statement on the intent or direction for the research – why are you doing this? Refer to theoretical aims and practical ones where relevant. For example: How might this improve your design practice? How does it contribute to the discourses within your discipline? Who else might benefit from your research? Is it aimed at an academic or a wider audience? What do you hope your research will achieve? State your aims concisely, perhaps using bullet points.

I hope to gain an insight into how corporate companies Asses celebrities and align them with a specific product; service and they’re given target audience, as well as the relationship between them. Advertisers use a variety of different factors when considering celebrities endorsers, here are eight (1) celebrity and audience match up (2) celebrity and brand match up, (3) celebrity credibility, (4) celebrity attractiveness, (5) cost consideration, (6) a working ease and difficulty factor, (7) an endorsement saturation factor and (8) a likely hood og getting into trouble (ibid)

I also wish to look into the psychology of the buyer and why the general public is fooled into buying into these product, brands or service. Why doe the public believe in the celebrity more than the product they are going to buy? Why doe this product /service need celebrity endorsments in the first place, is it substandard to competitors. I will explore the different types of endorsements and the impact they have on the general public as well s the overall effectiveness in promoting the brand. These include both the positive and the negative example of celebrity endorsements.



Objectives: What will you produce? (max 100 words)
Objectives are the things you will produce in doing the dissertation, e.g. a review of the relevant literature, a collection and discussion of people’s experiences/opinions, an assessment of a debate or collection of work etc.
Like your aims, these will help your tutor (and you) assess your success. They may change over time but aims and objectives are useful to keep you focussed. Again be concise here – you may want to use bullet points.

I intend to review a variety of resources on my chosen subject. These resources would include books, journals, articles and advertising. Gathering and sourcing relevant example of celebrity endorsements would be essential to my understanding on how specific celebrities can be used for different target audiences etc. I shall use primary resources to gather data by the use of questionnaires, interviewing the general public and assessing television advertisements for all forms of celebrity. This research will take in a range of view from a diverse range of the general public. I will also contact various ‘ad’ agencies and ask set question to find out how they put forward a candidate for specific brands. I will also look into the after math of the consumer, how do they feel about buying into the product/service, is it what they hoped it would be, are they disappointed?

Proposed layout
Question
Background of celebrity endorsement
The role of celebrity
Factor /reasons for the celebrity being chosen
Relationship between product and celebrity
Examples of positive & negative endorsements
Pros & cons of celebrities
Research I have carried out
Effect on general public
Summary of what I have found
Conclusion



Keywords (min 5 and max 10)
This should be a list of key terms that help us see if you are aware of where your research ‘sits’. For example, if you are writing on depictions of women in advertising your list might include ‘gender, feminism, representation, advertising, semiotics’. Keywords will help you when doing electronic searched for research materials.

Emotion, advertising, psychology, television, celebrity, products, image, endorsement, service, branding, personality, age, gender, public, agencies and values.


Expanded Bibliography (min of 24 books, articles, websites)
Place here alphabetically a list of materials which you intent to use for you dissertation. Format these according to the Harvard Method.
Please make sure you have critically assessed these as being appropriate for your topic and write a short paragraph for each one summarising the content and its relevance to your research area.

¬¬¬Brown, R., 2003. Advertising: a case of myth-taken identity. The design journal, 6(1), pp32-39.

The journel show what impact advertising has on us ;westren’ people as well as the argument between the posotive and negative

Comstock, G (2005). The psychology of media and politics. California: Elseverier academic press. p223-225.

Tells that trustworthiness is the most important assets this can be gained by the audience identifying with there race, looks and aspersions of were they want to be.

Erdogan, B.Z. (2001). Selection celebrity endorsers: The Practitioners perspective. Journal of Advertising Research, 41(3), 39-49. ISSN 0021-8499

Erdogan, B.Z. (1999). Celebrity endorsement: A literature review. Journal of Marketing Management, 15 (4), 291- 315.

Farrell, K.A., Karels, V.G., Monfort, K.W., & McClatchey, A.C. (2000). Celebrity performance and endorsement value: The case of Tiger Woods. Managerial Finance, 26(7), 1- 15

Gauntlett, D (2008). Media, gender and identity: an introduction. New York: Routledge.

Kahle, l & riley, c (2004) sports marketing and the psychology of marketing communication. new jersey: Lawrence Erlbaum associates, inc

Klebba, J.M., & Unger, L.S. (1982). The Impact of Negative and Positive Information on Source Credibility in a Field Setting. In Advances in Consumer Research, 10(1), 45-48.

Lee J-G, (2008), The impact of celebrity-product incongruence the effectiveness on product endorsement,
Journal of advertising research-New York- Vol48;numb 5 433-449

This journal talks about the effectiveness of celebrity endorsements

Malcolm , G(2000). The Tipping Point. Great Britain: abacus

Shows how celebrities can help to promote a fading brand, such as hush puppies

Marshall, R, (2008), endorsement Theory; How consumers relate to celebrity models,
Journal of advertising research, New York -Vol4 564-572

This journal shows the relationship between the models that endorse many designer products and the consumer who buy them wanting to be similar in looks or a piece of there glamour lifestyle.

McCracken, G. (1989). Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process. Journal of consumer research, 16(12), 310-321.


Ohanian, R. (1991). The Impact of Celebrity Spokespersons’ Perceived Image on Consumers’ Intention to Purchase. Journal of Advertising Research, 31(1), 46-53.

Pringle, Harnish, Star Gazing, Creative review,vol24, pt8, pp58-60 Aug 2004

This article shows that both celebrities and non celebrities can both have the same effect, it raises the question as to why celebrities are use rather than other methods of advertising

Ruihey, B & Runyan, R (2010) The Use of Sport Celebrities in Advertising: A Replication and Extension. Sport marketing quarterly. 19 (3) p132

This journal article deals with the issues of sport celebrities in advertising campaigns and there increasing negative off field issues and weather or not the ads featuring such stars has decreased

Shimp, T (2007). Advertising Promotion, and Other Aspects of Integrated Marketing Communications. mason: south-western cengage learning. p250

This shows the criteria of how the celebrities are pick to represent a specific product. It goes on to show the income that certain celebs can look forward to have.

Surowiecki, J (2009) Branded a Cheat The New Yorker, Available: http://www.newyorker.com Last accessed 21st November, 2010

This shows how tiger woods image in the public eye does not match up to that of his media status, resulting in dramatic falls in sales of product he was endorsing
Tellis, G.J. (1998). Advertising and sales promotion strategy. Reading: Addison-Wesley
Educational publishers Inc. ISBN 0-321-01411-1.
Till, B.D. (1998). ‘‘Using Celebrity endorsers effectively: lessons from associative learning,’’ Journal of product & Brand management, 7(5), 400-409.
Thomaselli, R. (2004). $192 million: Nike bets big on range of endorsers. Advertising Age, 75(1), 8-9.

Tripp,Carol,western il u, 1994, The effects of multiple product endorsements by celebrities on consumers intentions.

This journal is about how the consumer sees the celebrity that is endorsing a certain product were they are friendly, likeable ect.