Advertising And Celebrity



Advertising And Celebrity

Advertising and​ Celebrity
It used to​ be taboo for​ movie stars to​ do advertising for​ products in​ the​ United States .​
We never used to​ see our favorite movie star in​ commercials for​ Frosted Flakes .​
Catherine Zeta Jones recently broke this unspoken rule by appearing in​ a​ series of​ T-Mobile advertisements .​
While it​ is​ anyone prerogative on how they want to​ make money, I​ can understand why movie stars try to​ avoid getting involved in​ advertising for​ products or​ services .​
Charity advertising is​ one thing .​
Many movie stars do commercials and​ public service announcements for​ charities .​
However, hawking products for​ Madison Avenue might not be a​ good idea for​ movie stars .​
It can be difficult to​ play a​ serious cop role in​ your newest movie when you are known as​ the​ peanut butter guy from television .​
In short, movie stars and​ advertising just do not mix.
Occasionally, a​ celebrity’s success with selling products does depend on the​ product .​
George Foreman is​ now just as​ well known for​ his grills as​ he is​ as​ a​ boxer .​
I​ guess the​ question is​ did the​ grill make Foreman successful or​ did Foreman make the​ grill successful? George Foreman was a​ boxer professionally but he had done a​ series of​ advertising for​ muffler shops and​ other products prior to​ the​ grill .​
Perhaps George was so likable that the​ combination of​ a​ likable celebrity and​ a​ product everyone wants is​ like gold .​
This seems the​ most logical explanation for​ Foreman’s success .​
What about other celebrities?
Why Does It Work When It Works?
Public Image is​ important in​ advertising .​
If public image was not important, then McDonalds would not have canceled their contract with Kobe Bryant after Kobe was indicted on rape charges .​
Although he was never convicted, he still lost all endorsement deals with McDonalds and​ other companies .​
So there is​ an​ important question: are we buying the​ product, or​ the​ celebrity? There is​ a​ simple answer .​
Regardless of​ the​ pitching by the​ celebrities, substandard products only survive for​ a​ short time .​
Failed television shows are a​ good example of​ this theory .​
Jeff Foxworthy is​ one of​ the​ most successful stand-up comedians in​ history, and​ he is​ a​ well liked celebrity .​
However, his television sitcom the​ Jeff Foxworthy Show failed terribly .​
Foxworthy was not negatively affected by the​ failure of​ his sitcom because he went on to​ start the​ very successful variety show Blue Collar TV .​
But as​ you can see, advertising is​ a​ two way street .​
the​ celebrity needs to​ have some credibility in​ the​ eyes of​ the​ sponsor and​ the​ customers .​
Also, more importantly, product needs to​ be of​ high quality as​ well.
On of​ the​ better examples of​ celebrities in​ advertising used strictly to​ sway consumer choice is​ the​ war between the​ cola giants .​
Pepsi has a​ reputation of​ trying to​ target the​ younger demographics by featuring such celebrities as​ Michael Jackson and​ Madonna while Coca Cola has featured such celebrities as​ Michael Jordan and​ Elton John .​
Pepsi wanted their reputation as​ the​ coolest new thing while Coke went with the​ wholesome family approach .​
To this point, research has shown that Pepsi usually come up tops in​ the​ cola wars .​
However, as​ long as​ there are celebrities to​ hire there will always be celebrities in​ advertising.

Advertising And Celebrity





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