Celebrity Advertising and Society
Today’s society is being fascinated by celebrities, including athletes, musicians, politicians, and business investors. Celebrities are being used to promote products from different organizations. This has become a popular advertising technique all over the world. In this paper, we are going to discuss the relationship between celebrities and society, the role celebrities play in the advertisement sector, the various origins of celebrity endorsement, and the advantages and disadvantages of using celebrities to sell products (Mittal, 2017). Besides, we will also evaluate whether using celebrities to endorse products is profitable, the products that are more likely to be promoted by celebrities successfully, the influence of social media on celebrity advertisement, and its influence in the market. At the end of the study, we will be able to use this information to cope up with the challenges facing celebrity advertisements in relation to society. We will also identify the products that are most suitable for celebrity advertisement.
The origin of celebrity dates back to the 1950s when Mike Jordan was used to promoting Nike brands (Lad, 2020). Advertising influences society positively as it encourages economic growth through the production of products and services that are on-demand. The endorsement of celebrity advertisements plays an important role in the market as well as society as it affects the purchasing power and decision of a consumer. This means that celebrities influence customer’s behavior of purchasing products (Kumar & Patra, 2017). Besides, it also plays a role in promoting building a brand and brand equity. Here the celebrity helps in building the trust or belief of a given brand. Celebrity advertisement has led to the rapid growth of social media platforms as well as mass communication media such as YouTube, Facebook, Instagram, Twitter, magazines, radio, and television among others. It has helped in maintaining the social and mass media platforms, as they are less expensive for the public. On the other hand, celebrity advertisement is suitable for some product brands compared to others. Product brands such as mobile phones, televisions, cosmetics and fragrances, vehicles, and luxury goods have high sales as celebrities advertise them more frequently (Muda, Musa & Putit, 2017). Also, some consumers believe that a brand is efficient if a celebrity advertises it. Celebrities play an important role in endorsement products and this makes it a more lucrative method of advertisement.
The advantages of celebrity advertisement include the following: Influencing a consumer’s purchase power whereby a consumer buys a product because a certain celebrity is using it. The second advantage is that celebrities help in building brand awareness compared to any other type of advertisement. Another advantage is that celebrities help in attracting new customers, raising a brand that was failing in the market, and bringing a brand into position. There are also risks involved in celebrity brand endorsement. First, a celebrity may overshadow a brand. This happens when celebrities endorse more than one product in more than one company. Consumers tend to focus on the celebrity and not the product (Ahmad, etaal., 2019). The frequent appearance of the celebrity’s image devalues the advertised product. Second, the celebrity may become overexposed when he or she endorses a brand for many companies. This is because the consumers lose interest in the product and believe that the celebrity intends to add a buck. Lastly, change of image, which occurs when celebrities make mistakes that lead to the failure of a brand or product in the market.In conclusion, celebrity endorsement in advertising influences society positively. It leads to the growth of the economy as products and services reach consumers faster. Also, the influence of celebrity advertisements has increased recently. This is because there has been an increase in the number of social media platforms that have stimulated celebrity advertisement. It is a more profitable method of advertisement as compared to traditional methods.
References
Ahmad, A. H., Idris, I., Mason, C., & Chow, S. K. (2019). The impact of young celebrity endorsements in social media advertisements and brand image towards the purchase intention of young consumers. International Journal of Financial Research, 10(5), 54-65.
Kumar, S., & Patra, S. (2017). Celebrity advertising and its role to brand equity: A review. Asian J. Management, 8(3), 925-929.
Lad, K. S. (2020). Impact of Social Cause Advertising on Society. IIBM'S Journal of Management Research.
Mittal, M. (2017). Impact of Celebrity Endorsements on Advertisement Effectiveness & Purchase Decision Among Youths. International Journal of Marketing & Business Communication, 6(4).
Muda, M., Musa, R., & Putit, L. (2017). Celebrity endorsement in advertising: A double-edged sword. Journal of Asian behavioural studies, 2(3), 21-32.
