The celebrity in advertising and marketing

Résumé du document

Celebrities are, of course, meant to be remarkable people, who have charismatic appeal and extraordinary qualities. Max Weber defines charisma as a type of social authority and described a charismatic individual as 'a certain quality of an individual personality by virtue in which he is apart from ordinary men'. According to Glamour Speakers, a French communication agency which specializes in advising on personality, 'a celebrity is a person in whom a part of the public spontaneously recognizes the name, the voice, the face...and immediately associates himher with a universe of value.' To give a definition that summarizes most of them, a celebrity is a person who is widely recognized by the public, and attracts public attention and the media. When consumers see a celebrity using a product, they think, this person is using this product, so it's good for me. The celebrity brings a kind of guarantee to consumers. Of course, fame must be perceived as credible to create this effect. The credibility of celebrities is very important for the brand's image. Therefore the celebrity, who is in charge of representing the brand, must convey a meaning that goes in the sense that the brand wants. Morgan and Hunt conceptualized credibility as, 'confidence in an exchange partner's reliability and integrity.'

Extraits

[...] The brand and celebrity association must be relevant. This triangular relationship highlights the interaction between the brand, the celebrity and the consumer: Figure 4 : Celebrity Sells, Hamish Pringle (2004) 2 Celebrity marketing Brand Image The brand image is the “impression in the consumers' mind of a brand's total personality: real and imaginary qualities and shortcomings” (business dictionary 15 April 1010). The importance of brand image is real in all areas. The brand's image differentiates a company by providing several values. [...]

[...] So it's at those different levels that the company can find ways to reduce the risks of using a celebrity. There are many suggestions to reduce them: Stage 1 The first point to consider, before embarking on a contract as this one, is the financial aspect. You must have a clear view of yours financial constraints. Stage 2 Companies should inform themselves about approximately price, to prepare the best budget. Stage 3 It is better to have more than one choice of a celebrity. The company can adapt themselves rapidly if something goes wrong. [...]

[...] It would be better to use an external service provider, because of his knowledge and experience. Stage 7 The enterprise has to measure the impact of communication on the brand, and the celebrity audience, in order to make the best decisions quickly. The results of a best celebrity's endorsements vary also because of other factors such as: - The quality of advertising, - The media plan, - Or Public Relations . Enterprise should be careful at all the possibilities to reduce risks. [...]

[...] - The Esteem: The celebrity must have personal credibility and be held in high regard by the target audience. The credibility of the celebrity must be evaluated by studies, and Friedman and al. (1978) found that trustworthiness is the major determinant of source credibility. - The Differentiation: A celebrity who endorses several brands will not usually attract enough attention, as a not well known celebrity. - The Deportment: It is a difficult part, because companies can't evaluate it; but they have to be careful of celebrities' behavior. [...]

[...] The couple celebrity/brand must be relevant. Erdogan (1991) defines the credibility of a personality as the extent in which the endorser is perceived as a valid source of information, her honesty and integrity Notoriety Transfer This model takes into account the cognitive and the emotional aspects: the transfer of meaning. The transfer theory is based on the endorsement process, described by McCracken (1989). This process is based on the idea that the consumer society, society which is structured around the culture, celebrities share a cultural significance to consumers (McCracken 1986, 1989). [...]