Tuesday 24 May 2011
A happy week end
have had an awsome few day of celebrating my 22nd birthday, started off by going to see some of my peers art work and final pieces for their degree shows. the standard was very high i i haope that our class out does thmselves and goe one better. hope everyone can get them selfs down to ddjcad some time this week.
Monday 25 April 2011
part3
Please download this from the VLE.
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.
Sample template
Student Name & Email Connor mcartney/ cmcartney@dundee.ac.uk
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: 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 the celebrity endorsement of products and services have on the general public?
Summary (1500 words)
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. I will focus more on the incedents were the celebrity endorcement hasent worked or has back fired, identifinging the factors for this negtivity, poor return on sale as I feel this would be of more intrest.¬¬ Here are three examples of these endorecments that have went wrong are:
Tiger Woods and Gatorade, AT&T, and Accenture
‘There are few people who don't remember Tiger Woods' recent problems. The golf super star's affairs were made public earlier this year by media everywhere, and hard-core fans and even people who didn't know a thing about golf, were shocked to find out Woods' wholesome, role-model image wasn't all it was thought to be. Although Woods apologized, he lost endorsement deals (or was not given the opportunity to resign them) with Gatorade and AT&T, and Accenture had to scrap an entire campaign based around Woods.
Procter & Gamble's Gillette, Tag Heuer, and LVMH Moet Hennessy Louis Vuitton didn't completely drop Tiger, but they did shift the focus of their campaigns away from him. Nike and Electronic Arts Inc. continued to include Woods in their campaigns. It is estimated that Woods lost about $12 billion after his affairs hit the news.’
Kobe Bryant and Nutella and McDonalds
‘When Kobe Bryant got in trouble with the law, he damaged not just his image, but two major endorsement deals. In 2003, Nutella, made by Ferrero, let the basketball hero's contract expire when a hotel maid in Colorado accused Bryant of sexual assault. Then, in 2004, Bryant's contract with McDonald's was not renewed. Although Bryant made a public apology and settled the assault case out of court, he lost endorsement agreements with two major businesses.’
Michael Phelps and Kelloggs
‘U.S. Olympian and hero to many in the swimming world, Michael Phelps had an excellent reputation. Fans were glued to their television sets as they watched him swim laps up and down pools and win 14 Olympic gold medals, more than any other Olympian. However, America's love affair with Phelps cooled down when pictures of the athlete smoking a marijuana pipe hit the press. Kellogg's had an endorsement deal with the star, but decided not to extend it, most likely due to Phelp's drug issues.
After the incident, Phelps was not given financial support from USA Swimming, or allowed to compete, for three months due, not to a violation of rules, but because the organization didn't believe Phelps was fit to be a role model. However, Speedo, Omega, and Visa all continued their relationship with Phelps’
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)
I agree with the above statemne from McCracken however this is ot always the case. Celebrities often endorce products simply by owning them, being seem wearing them, eating or drinking them, listening to them, talking about them etc. this is endorcement by assosation for exapmple if a celebrity is pictured wearing a type of shirt, jeans or sunglasses ect the public are more inclined to buy these products, companies give these products to celebrities for the appotunities that they may be seen with them. This has become the “new” way to advertise.
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).
I will look indepth to the history of celebrity endorcement, when it started , who these celebritys were and how they came to be in this position and make comparisons on how today modern celebrity compares to that of there predecessors.
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. In the majority of cases of celebrity endorcements the reason for the celeb and the company parting ways is due to money, and the willing ness of how much the company is willing to pay.
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).
I will show numerous cases ware this “vampire effect” has taken effect for example micheal Jordan and nike, compare the maket, and 118’s aswell as Cadburys chocolate.
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.
I will show how this trend of celebrity endorcement effects and infuenses my disiplin of graphic design. If the celebrity adds to the already well thought out design, such as typeface, logo and colour. Etc or it has a negative effect on the overall brand. If the comsumer no longer see’s the brand but the celebrity promoting the product instead of the product its self.
Chapter Synopsis (500 words)
Please write a short approx 100 word paragraph at what you imagine each chapter of your final dissertation will be about.
Introduction:this will outline what i intend to do, how i intend to anwser my question, the methods i intend to use to gather my intial data as well as the interviews and questionairs i intend to have.i will give my opion on what i think the following chapters will contain and show as well as my thoughs to what the findings will show.
Chapter 1:this chapter will deal with the background of celebritiy endorcement, when it began and who was the first person to use this method to promoted items. The chapter will then continue and move onto th role that the celeb plays in promoting a producted or service and how this role has been effected and has changed from the past to the presant. I will give eample that i think show these changes.After looking at this i will then go on to explore the reasons why certin celebs are chosen and the critera they meet for each product/service.
Chapter 2:in this chapter i will look indepth at the relationship between the celebrity and the product they are endorceing. Looking into wheather they actually belive in the product they are endorcing or they are only in it for they money. I will then go on to show both good and bad example of thier relationships with companies, particulary focusing on the negative because the public love nuthin more then a fall from grace.then i will continue the chapter with all the pro and cons for celebrity endorcment and make my own conclusion on the matter.
Chapter 3:will contain my own personaly gathered data, this data will be gained throught books, articles as well as interviews and questionairs that i myself have created. I will then look at my findings and make a conclusion from my findings. I will then go on to look at the effect the celebrity endorcement has on the general public, to see weather sales increase, the brand gains a larger target audince, the target markets age increases/lower or weather thier product service actually need this endorcement.
Chapter4 in chapter four i will look at all the previeous chapters, the data and argument i have put forth and come to a conclusion that matches my findings. I will show the example wich support this conclusion, i will also put in my own personal opinon were i think relevent weather i agree or disagree with the opinion being voiced.
Conclution
I will conlude my findings and show the effect the celebrity endorcement has on the general public. I will then go on to list the effects and how these were effected by the the celeb and thier endorcing of product or services on the general public.
Proposed Timetable
Make a schedule blocking our time from now till the hand in date. Allow time for reading, research, analysis, reflection, editing and final presentation, printing etc. and over that is as realistic as possible.
April- May (looking and gathering books,articles etc.)
May-june (starting to write the background/history)
June-July (contiue with gathering materials and writing)
July-August (start to do my inter views, questionairs)
Aug- Sep (collating and analysing data gathered)
Sep- Oct (repoti on the finding of analised information)
Oct-Nov (reviewing and editing, sourceing any other info required)
Dec-Jan (finish, polish and bind)
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 of 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 endorsements 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?
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 journal 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.
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.
Sample template
Student Name & Email Connor mcartney/ cmcartney@dundee.ac.uk
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: 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 the celebrity endorsement of products and services have on the general public?
Summary (1500 words)
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. I will focus more on the incedents were the celebrity endorcement hasent worked or has back fired, identifinging the factors for this negtivity, poor return on sale as I feel this would be of more intrest.¬¬ Here are three examples of these endorecments that have went wrong are:
Tiger Woods and Gatorade, AT&T, and Accenture
‘There are few people who don't remember Tiger Woods' recent problems. The golf super star's affairs were made public earlier this year by media everywhere, and hard-core fans and even people who didn't know a thing about golf, were shocked to find out Woods' wholesome, role-model image wasn't all it was thought to be. Although Woods apologized, he lost endorsement deals (or was not given the opportunity to resign them) with Gatorade and AT&T, and Accenture had to scrap an entire campaign based around Woods.
Procter & Gamble's Gillette, Tag Heuer, and LVMH Moet Hennessy Louis Vuitton didn't completely drop Tiger, but they did shift the focus of their campaigns away from him. Nike and Electronic Arts Inc. continued to include Woods in their campaigns. It is estimated that Woods lost about $12 billion after his affairs hit the news.’
Kobe Bryant and Nutella and McDonalds
‘When Kobe Bryant got in trouble with the law, he damaged not just his image, but two major endorsement deals. In 2003, Nutella, made by Ferrero, let the basketball hero's contract expire when a hotel maid in Colorado accused Bryant of sexual assault. Then, in 2004, Bryant's contract with McDonald's was not renewed. Although Bryant made a public apology and settled the assault case out of court, he lost endorsement agreements with two major businesses.’
Michael Phelps and Kelloggs
‘U.S. Olympian and hero to many in the swimming world, Michael Phelps had an excellent reputation. Fans were glued to their television sets as they watched him swim laps up and down pools and win 14 Olympic gold medals, more than any other Olympian. However, America's love affair with Phelps cooled down when pictures of the athlete smoking a marijuana pipe hit the press. Kellogg's had an endorsement deal with the star, but decided not to extend it, most likely due to Phelp's drug issues.
After the incident, Phelps was not given financial support from USA Swimming, or allowed to compete, for three months due, not to a violation of rules, but because the organization didn't believe Phelps was fit to be a role model. However, Speedo, Omega, and Visa all continued their relationship with Phelps’
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)
I agree with the above statemne from McCracken however this is ot always the case. Celebrities often endorce products simply by owning them, being seem wearing them, eating or drinking them, listening to them, talking about them etc. this is endorcement by assosation for exapmple if a celebrity is pictured wearing a type of shirt, jeans or sunglasses ect the public are more inclined to buy these products, companies give these products to celebrities for the appotunities that they may be seen with them. This has become the “new” way to advertise.
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).
I will look indepth to the history of celebrity endorcement, when it started , who these celebritys were and how they came to be in this position and make comparisons on how today modern celebrity compares to that of there predecessors.
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. In the majority of cases of celebrity endorcements the reason for the celeb and the company parting ways is due to money, and the willing ness of how much the company is willing to pay.
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).
I will show numerous cases ware this “vampire effect” has taken effect for example micheal Jordan and nike, compare the maket, and 118’s aswell as Cadburys chocolate.
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.
I will show how this trend of celebrity endorcement effects and infuenses my disiplin of graphic design. If the celebrity adds to the already well thought out design, such as typeface, logo and colour. Etc or it has a negative effect on the overall brand. If the comsumer no longer see’s the brand but the celebrity promoting the product instead of the product its self.
Chapter Synopsis (500 words)
Please write a short approx 100 word paragraph at what you imagine each chapter of your final dissertation will be about.
Introduction:this will outline what i intend to do, how i intend to anwser my question, the methods i intend to use to gather my intial data as well as the interviews and questionairs i intend to have.i will give my opion on what i think the following chapters will contain and show as well as my thoughs to what the findings will show.
Chapter 1:this chapter will deal with the background of celebritiy endorcement, when it began and who was the first person to use this method to promoted items. The chapter will then continue and move onto th role that the celeb plays in promoting a producted or service and how this role has been effected and has changed from the past to the presant. I will give eample that i think show these changes.After looking at this i will then go on to explore the reasons why certin celebs are chosen and the critera they meet for each product/service.
Chapter 2:in this chapter i will look indepth at the relationship between the celebrity and the product they are endorceing. Looking into wheather they actually belive in the product they are endorcing or they are only in it for they money. I will then go on to show both good and bad example of thier relationships with companies, particulary focusing on the negative because the public love nuthin more then a fall from grace.then i will continue the chapter with all the pro and cons for celebrity endorcment and make my own conclusion on the matter.
Chapter 3:will contain my own personaly gathered data, this data will be gained throught books, articles as well as interviews and questionairs that i myself have created. I will then look at my findings and make a conclusion from my findings. I will then go on to look at the effect the celebrity endorcement has on the general public, to see weather sales increase, the brand gains a larger target audince, the target markets age increases/lower or weather thier product service actually need this endorcement.
Chapter4 in chapter four i will look at all the previeous chapters, the data and argument i have put forth and come to a conclusion that matches my findings. I will show the example wich support this conclusion, i will also put in my own personal opinon were i think relevent weather i agree or disagree with the opinion being voiced.
Conclution
I will conlude my findings and show the effect the celebrity endorcement has on the general public. I will then go on to list the effects and how these were effected by the the celeb and thier endorcing of product or services on the general public.
Proposed Timetable
Make a schedule blocking our time from now till the hand in date. Allow time for reading, research, analysis, reflection, editing and final presentation, printing etc. and over that is as realistic as possible.
April- May (looking and gathering books,articles etc.)
May-june (starting to write the background/history)
June-July (contiue with gathering materials and writing)
July-August (start to do my inter views, questionairs)
Aug- Sep (collating and analysing data gathered)
Sep- Oct (repoti on the finding of analised information)
Oct-Nov (reviewing and editing, sourceing any other info required)
Dec-Jan (finish, polish and bind)
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 of 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 endorsements 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?
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 journal 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.
Tuesday 29 March 2011
dissy
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.
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.
Friday 25 February 2011
last minutes with oden
This is a film i recenlty cam across, its an emotional and well shot piece about the last minutes of a pet and its owner. i found the tears start to for as i ca relate because i have a dog and no the unconditional luv that it can show.
"This short film is more than the loss of a dog.
It's about the loss of a family member/close friend.
So I hope the narrow minded idiots stop saying "It's only a dog..."
Because the Oden symbolizes a loved one, not only a pet"
Friday 11 February 2011
The 'New' Rwanda
On wednesday morning after yet another lecture on the in's and out's of running your own business such as tax,overheads, stationary and travel we were uplifted. Out of those grey uncomfortable prisons they call seats in the lecture theatre and to a bright colourful world thanks to the speaking of our saviour Mike Press. once again he brought me back from the lad of nod and showed how art can help bring dignity back to a person as well as teaching a nation how to imagine, visually create, and move forward. Mike spoke about Rwanda and african country that after a great tragedy has moved forward at a great pace to benefit there people, one of these benefits which has only been recognised recently is the value or art. Once thought not to be an integral part of life as is literacy and numeracy. However views have changed art can bring communities together, help them over come the terrible things they have seen, as well as allowing the nation as a whole to visualise new ways to move forward and create new product/ service that lye in the dreams of many but are only created by the few.
I say good luck to rwanda and if ever an opportunities arises to go there I will gab it with both hand and embrace there new age.
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