Effects Of Celebrity Endorsements Cultural Studies Essay

Effects Of Celebrity Endorsements Cultural Studies EssayWell spangn for having a flourishing modelling c atomic number 18er, Kate Moss has appe ared in legion(predicate) endorsed bear onising campaigns, such as, Chanel, Louis Vuitton and Versace, to stir precisely a few. Moss warranty career has had its ups and downs. In 2005, a medicate crap hit the headlines, with pictures of Moss snorting cocaine. This story put m any(prenominal)(prenominal) of her imprimaturs at risk. When the intelligence delegation story was announced she lost major contracts with Roberto Cavalli, Chanel, Burberry HM. However, Rimmel took advantage of the promotion that she was receiving in the media and clear-cut to incorporate the scope in their television de none. The advert showed her partying all night, therefore applying their new rec o genuinely foundation before arriving to ply olfactory perceptioning fresh and pretty. According to Bussey sales rocketed (Bussey, 2005) after releas e of the advert. Coty Beauty, who runs the Rimmel betray, decided to keep Moss beca practice she had made a public apology. They resulting stand by the model after she apologised and promised to overcome her problems (Sky News, 2005)There is no real ca utilisation to show whether keeping Moss made an impact on the sales of Rimmel mathematical reapings. When the germ contacted Coty Beauty and JWT, they were not willing to give any in data formation regarding Rimmels sales from the years 2006/2007.Below is a comment made by cock Knowland, music director of the Rimmel account at JWT.They (Rimmel- Coty Beauty) piss no desire to verbalism backwards. They are very excited nigh the family of Rimmel faces they open to twenty-four hours coconut meat Rocha, Georgia May Jagger, Sophie Ellis Bextor and Kate Moss. They all devote a different on the nose Coperni raise part to play in the promotion of the Rimmel London brand.Glyn Thompson, who kit and boodle in consumer affairs for Coty Beauty, statedUnfortunately, we are unable to be of care on this occasion as we are a private attach to and we do not release annual sales report cardinal months after the s screwingdalization hit the headlines, Moss had won back umpteen endorsement contracts Roberto Cavalli (again), Stella McCartney, Virgin Mobile (who used the s quarterdal in their campaign), Burberry (again) and Louis Vuitton to address a few (Bussey, 2006) According to Bussey, Autumn/Winter 2006 season was one of Kate Moss al to a greater extent or less successful- and profitable (Bussey, 2006)This case study defines the quote any publicity is comfortably publicity. Although Moss was receiving bad publicity when the s gougedal was released, it worked to her advantage as well as Rimmels for sticking by her. David Golding, Planning Director at Rainey Kelly Campbell Roalfe/YR says You leave to cypher to what extent has her pictorial matter been tarnished by these stories. The bigger story was how military personnely companies go underped her and then took her back. To me this is proof that she is a great brand icon. (Bussey, 2006)4.1.3 TIGER timberlandTIGER WOODS SCANDAL COULD COST MEDIA AND SPONSORS $220 MILLION (campaignlive, 2009)Prior to news of the scandal being released in Novemeber 2009, timberland had estimated annual earnings of $ deoxycytidine monophosphate million in endorsements.tiger Woods is a erect showcase of how over utilize a reputation could jeopardise brands when a scandal breaks. Many advertisers used Woods for his clean-living public image. When the scandal stony-broke about the alleged string of affairs, it was reported that military many of Woodss endorsement crossings would drop him from their advertizement. What became evident was that many of his big sponsors did not drop him, instead they suspend any adverts that he appeared in from their campaigns. Procter and Gambles Gillette and Swiss watch steelr Tag Heuer, own maintained their re lationships save are not featuring him in current denote (SkyNews, 2010). Gillette was the stolon major sponsorship to distance themselves from the golfer over his private life, the social club stated this in a press release following the scandal,In the midst of a difficult and unfortunate situation, we respect the action Tiger is taking to restore the trust of his family, friends and fans. We fully domiciliate him stepping back from his original career and taking the time he needs to do what matters most. We be bring downch him and his family the best. As Tiger takes a break from the public eye, we will support his desire for privacy by limiting his role in our market placeing programs. (Norton, 2009)However, Accenture and ATT dropped Woods as soon as the scandal broke, stating that he is no longer thrown as the ideal, clean-cut promotional vehicle (Timesonline, 2010). However, Woods too announced his Indefinite Leave from golf, shareholders of companies that Mr. Woods endorses lost $5-12 billion in wealth (Knittel Stango, 20101). Woods decisiveness to leave golf for a date to focus on his personal life also left his endorsements at jeopardy.Since the story broke, there have been certain companies that have made a big loss. Investors in three sports-related companies Tiger Woods PGA Tour Golf, Gatorade and Nike farthered the worst, experiencing a 4.3 percent loss, or about $6 billion. (Talmazan, 2009). This evidence shows that many of his sportsman worry endorsements have suffered the worst. Whether this is because his images in the advertisements are of him as a sportsman- which is what he is noteworthy for, whereas other advertisements are apply him because of his nice guy image.Unlike the preceding(prenominal)(prenominal) case study, this story is recent, so its difficult to analyse whether these personal effects will be long term or alike(p)ly to the Kate Moss story, the effect on his endorsements may only when be short term. A re cent crown was created by Sport Business to see what the public deal will happen to Woodss endorsements.The results show that 56% of answerings believe the effects of the scandal will only be short term, 27% believe that there will be no effects at all, whilst 17% believe that the effects will be long term. If these results are correct, then the effects of the scandal will only be short term and, like Moss, Woods may recover both(prenominal) of his lost endorsements.4.1.4 JAMIE OLIVER- SainsburysJamie Oliver is best cognise as the naked chef, this was the name of a programme that Jamie appeared in, where he went out shop for ingredients to cook a dinner for friends, the programmes approach was through an informality, friendliness and an easy- going, relaxed format (Byrne, 20031). He was announced as the new face of Sainsburys in 2000 it was the first time a famous person chef has fronted a major supermarket advertising campaign. (PRNewswire, 2000) The credibility of the featu re was one of the reasons that Oliver was a perfect repute for the brand, Abbot Mead Vickers the advertising agency in charge of the campaign, felt thatWe wanted to create a brand outline and develop vision for the brand. Essentially we wanted to stress the brands focus on fictional character and position the brand as a leader in the field in terms of quality. Therefore exploitation Jamie Oliver who is renowned for quality would help us reposition on quality and that is what the adverts are conveying to the customer. In essence what we are doing is borrowing his value and transposing them to the brand (Byrne, 20036/7)The decision to do this links with the supposition that McCracken suggests, the endorsement has to be right, the laurels has to link with the product, and in order for it to be a success the product needs to attract the consumer. What this evidence does show is that Oliver has a honourable image through which to portray the brand and what they have to cancelled er, because of his image at bottom the public eye, his success as a chef and the quality of solid food that he uses. This will allow the public to believe that the products he uses are good, which will be reflected in their purchasing decisions.One concern that the agency had, was they felt that Jamie would not appeal to the 45 plus age grouping (Byrne, 20037) However, due to his informal style, his boy bordering door and every day image, it has allowed many consumers to relate to him.Since introducing Oliver as the face of Sainsburys, the advertising and sales has at rest(p) from strength to strength, According to new look into, the 41m spent by Sainsburys on campaigns using Jamie Oliver generated an extra 1.12bn of turnover overall turnover was 17bn. Oliver was single-handedly responsible for 200m of Sainsburys 535m pelf in the outgoing two years. (Evening Standard, 2002)Kate Nicholson, Head of Sainsburys advertising, made this comment Jamie has far exceeded our expectati ons. It does sound like an awful lot of money that we hunch forward he really has generated these extra sales because we have questioned it very conservatively Jamie has been a crucial part of our turnaround, I dont hypothecate anyone else could have through it (Evening Standard, 2002)Jamie Oliver is a good example of how a eminence endorsement can work, providing you have the correct distinction and brand match.4.1.5 GARY LINEKER- WalkersBefore the launch of Lineker as the face of advertising for Walkers, it appeared that the product wasnt at the top of the sales run a panache in its market field. The endorsement of the star has been one of the most successful moves Walkers could have made.This type of repute endorsed advertising has sought to preserve the steamy bond between product and consumer, as a consumer we believe that the product must be good if celebrities are advertising for them. get wind 4 shows the transformation of Walkers sales since introducing Lineker to the brand. 1996 saw a significant rise in sales after Lineker appeared in the adverts. What is evident is the continuous rise in sales since Lineker joined. At the end of 2004 it was apparent that Walkers had over half of the market share of crisp sales.A spokesman for Walkers mentioned that after two years with Lineker as the face of Walkers Crisps it has helped to sell enough crisps to cover the whole of Holland (Greedystar, 2003)Figure 5 shows the sales that Walkers had in 2002/03. They had a great success, earning much than 30m worth of sales, Persil were second. What is also open-and-shut is that there are no other crisp brands on the table, clearly outlining the fact that Walkers holds most of the market share for crisp brands in the UK.Since the introduction of Lineker, who has appeared in over 100 adverts, many other celebrities have joined him in advertisements as well, such as The Spice Girls, Charlotte Church, capital of Minnesota Gascoigne and Girls Aloud. Walkers cr eated a famous campaign that saw Linekers favourite flavour rebranded to flavour n Lineker. This was an advertising ploy that would help the sales increase for a certain flavour. This was a good bureau to create brand awareness as well as to incorporate the character of the celebrity in the products advertisement. Since the introduction of the campaign, sales had risen from 14.5% to 17.8%. Average sales in grocery stores over the first 12 months of the campaign were 23% up on the previous year (Marketing, 2005)Whats interesting to see with this campaign is that, unlike Jamie Oliver, who has a link with Sainsburys, Lineker has no real link with Walkers Crisps, What they successfully did was to incorporate Lineker within the product, so their advertising had the tag line of No More Mr prudish Guy. Whats also interesting, as Martin mentions, is that young nation are a orchestrate for snacks.. Which influences football a sensible choice- Regardless of Mr. Linekers nice guy image (Martin,199643)4.1.6 SUMMARYMcCracken (1989) believes that providing meanings is a good route to portray a good image with the use of celebrities in advertising campaigns. In relation to this system it would appear that most of the case studies to a higher place have shown evidence of this, Jamie Oliver is an obvious candidate for Sainsburys as he is a chef, therefore the meanings that were portrayed in the advertising proved to be successful and relate to what McCracken believes. The evidence above shows that a celebritys popularity within the media affects the sales of a product, whether in a good or a bad way, Rimmels decision to continue using Moss was a good example of how media attending can be an advantage. The attractiveness and likeness that they portray within the advert by using Moss was apparent to the audience. As Kamins suggests (outlined in the literature review), a celebrity fronting a campaign can lead to the consumer being attracted to the product.QUESTIONNAI RE RESULTS4.2.1 universeThe following charts will outline the results of the headspringnaires that were conducted to get under ones skin the consumers opinions of celebrity endorsement advertising. Overall 70 respondents completed the questionnaires, half feminine and half Male. In order to gain a fair raft of results it was important for the respondents to be a variety of different ages. The results were inputted onto a database bad opportunities for different reports to be created. These results will form an argument that will essay to discern whether the consumers response to celebrity endorsement advertising is the same as that of the practitioners. The results from the questionnaire are a sample as this is a small research project, whilst it is indicative it is not big enough to show a definite answer.4.2.2 THE INFLUENCE OF ADVERTISINGIt is important to find out whether consumers are influenced by advertising, this will show evidence of how often of the population are i nfluenced by advertisements, which will then allow us to see what population that are influenced by advertising are also influenced by celebrity endorsed advertising. Figures 6 shows evidence that a majority of respondents purchasing decisions are influenced by advertising.However, Figure 7 shows that not as many people are influenced by celebrity endorsed advertising.This chart is interesting as it shows a slight contradiction in terms not many respondents have brought a product because a celebrity is in the advertisement. However, a majority of them believe that using celebrities in advertising is successful.It would appear that many of the respondents believe that a celebrity brings awareness to a product, but the consumer doesnt necessarily buy a product because a celebrity uses it. One respondent wrote this bidding about how they are not influenced by celebrity endorsed advertising.I envisage that most adverts have celebrities in them but I wouldnt buy a product just because I like the celebrity, probably much to do with the productHowever, this respondent, when answering yes to the question, do you think that using celebrities in advertising is successful, stated thisBecause you feel a wizard of admiration for some of them, and if they are using certain beauty products that make them look so good, then people will want to use them too.In relation to Erdogans theory in the literature review, a disfavor of using celebrity endorsements is if they over-shadow the brand, however and advantage of using celebritys is increased science of the product.These are results from the questions that were asked to the respondents to find out whether they knew what the celebritys names were.It was interesting to see that only one respondent incorrectly answered Tiger Woods name. Kate Moss was the next recognisable celebrity with only 6 people who answered incorrectly. bum Terry and Kerry Katona severally had 8 people incorrectly answer their names. However, it was interesting to see that 4 people didnt know John Terrys name, but recognised him as a football player.4.2.3 WHAT RESPONDENTS REMEMBER MOST ABOUT ENDORSED ADVERTISINGThe next grade of charts will show whether the respondents know certain celebritys and what they mean about them. This is important to discover whether they call in positive or ban attributes about the celebritys in order to gain a varied set of results there were no multiple choice options available. These charts will analyse what consumers think of the adverts that are celebrity endorsed, giving a chance to see whether they consider more about the celebrity or the product that was being advertised.4.2.3.1 KATE MOSSOverall, most respondents remember Kate Moss for her duty (Modelling). However, it is interesting to see that 21 respondents also mentioned that they remember her for taking drugs. Rimmel, a product that she endorses, was the third most popular thing remembered about her.When asked if the respondents k new of any adverts that Kate Moss had starred in, 51 of them said Rimmel Figure 11 shows what they remember most about the advertising campaigns. Please note, these results are not just for Rimmel.A majority of the respondents remember the tagline of the product, Get the London Look. Whats more interesting to see is that the respondents remember Kate for being in an advert, but cannot remember the name of the product being advertised.4.2.3.2 JOHN TERRYFigure 12 shows what the respondents plan John Terry was most famous for. It would appear that due to his recent media attention after an alleged affair, many of the respondents recognised him for dormancy around. There were 3 respondents who didnt recognise him at all.A majority of respondents did not know of any adverts that John Terry had starred in. Samsung was the most popular brand that was listed. The next page outlines what they remembered most from the adverts he appeared in. Not all respondents wrote an answer for this ques tion as they could not remember the advert.Figure 13 clearly outlines that many respondents remember the advert because it was football related, whats interesting to see is that they also remember it more because other celebritys also appeared in it.4.2.3.3 KERRY KATONAThese results show that most of the respondents remember Kerry Katona for her singing career the second most popular thing that people remember about her is her reported drug taking. Unlike previous celebritys, respondents had more to say about Katona, whether this is due to negative media attention in the past or the fact that she is famous for more than one thing.Figure 15 shows that the main reason people remember the advert is because of how annoying it was. Whether this was because they thought Katona was annoying, or that the advert itself was. Whats also interesting is that many respondents also remember her starring alongside other celebritys in the advert.4.2.3.4 TIGER WOODS each respondents knew what Tiger W oods is famous for. What was interesting is that, similar to John Terry, over half of the respondents had put down that he is also famous for sleeping around.Figure 17 shows what respondents remember most about the adverts that Woods starred in. The most remembered attribute was the tagline of the product that he endorses The best a man can get. This suggests that unlike Terry, they remember more about the product then the celebrity promoting it.4.2.4 PURCHASING DECISIONSIn terms of whether consumers are influenced by celebrity endorsement advertising, relationships between celebrity and product is important, A respondent wrote this statement when the question What relationship do you think using a celebritys name to sell a product has on sales? Was asked.I think it probably has a positive effect on sales as consumers build relationships with celebrities, see them as role models and idolise them. If a celebrity such as Cheryl Cole promotes a product which she uses herself, as she is known for being a style icon to many, then this will advertize consumers to buy it in the hope of looking like her. (Age bracket14-25)However, a respondent who is in a different age category has a similar opinionPossibly the younger generation may be more inclined to buy products endorsed by a celebrity because they tend to look up to models or sports stars etc. I dont really take much watching of who is wearing/using what. (Age bracket 36-50) 4.2.5 SUMMARYThe questionnaire results are interesting, as many consumers are aware that companies are using celebritys for advertising, many of the respondents have never purchased a product because of a celebrity being in the advertising, yet they still believe that celebritys are successful within advertising. What they did notice was that many companies are using celebrities as brand recognition, a way of appealing to the public. This research has shown that many consumers remember negative attributes about celebritys, sort of than rem embering what positive things they have achieved, which indicates that consumers are more inclined to be effected by negative characteristics of a celebrity as inappropriate to the positive things. This research has also proven that younger consumers are influenced more by celebrity culture they are more inclined to know what outfit Cheryl Cole has been seen in and how to do their hair like hers. This is why more companies are using these types of celebritys within their advertising campaigns, to attract the receding market of consumers who are susceptible to that type of advertising.EXPERT OPINIONThis class of the data analysis will look at the experts opinions. Three interviews were conducted, as well as a recording of a debate on celebrity culture that the author attended. The respondents were interviewed about two different strategies of using celebrities as well as the advantages and disadvantages of using celebrities. These results will build up an argument to see whether t he practitioners have similar views of celebrity endorsements as that of the consumers.4.3.1 INTRODUCTIONUsing a celebrity in an advertising campaign can be quite a risqu decision. It would appear that many advertisers get it defile in the extract process. Ogilvy has written that Celebrities get high recall scores, but I have stopped using them because readers remember the celebrity and impart the product they assume that the celebrity has been bought, which is usually the case (Ogilvy, 1983 pg, 83).4.3.2 WHY argon CELEBRITYS USED IN ADVERTISING?Many consumers are aware that the celebrity does not really use the product they advertise, instead they have been bought as the face of the campaign. If this is true, why do advertisers continue to use celebrities in their campaigns?Alan Jarvie, Director of London Advertising, believes that using a celebrityGives you some recognition, it gives you some memorability, as long as the personality doesnt overshadow the product. Sometimes you get campaigns where the only thing that you remember is the celebrity, and you cant remember what the product is, we always make sure that the celebrity plays second fiddle to the product that were advertising. (Alan Jarvie, London Advetising- attachment 5)Jarvie believes that provided that the celebrity does not overshadow the product, then a campaign can be successful since the personality can be an attraction for the product.From previous research, if a celebrity is receiving bad publicity in the media, then the product and brand does suffer. However, Jarvie believes that many products can use the celebrity to their advantage. For example, many marketers have ended their contracts with footballer John Terry due to his recent negative media attention. However, Jarvie believes that some marketers could use this as an advantage in their marketing ployI think it all depends on what the product is, I think if your product is all about being, you know good and clean and virtuous then obviously that would be a problem, but if youre product is just about being a normal bloke or psyche that makes mistakes, or somebody whos every man, then I dont think that it should trauma them at all. (Alan Jarvie, Giraffe Advertising- Appendix 6)Jim Shannon, Creative Director for Giraffe Advertising, believes that a brand would suffer if a celebrity were to receive negative media attention, If the several(prenominal) behaves in a way that detracts from the brand (even outside promotional activities), the brand suffers(Jim Shannon- Appendix 6) However, Jim Shannon does go on to say that marketers could use the media publicity as an advantage Only in a knowing way (i.e., in the promotion of products that might tacitly endorse his/her behaviour). Noreen Jenney, Director of Celebrity Endorsements, believes that marketers should be careful about who they select for their advertising campaigns. Advertisers need to be very careful to do their due diligence when hiring a celebrity. When a star gets bad publicity, it reflects on the advertisers product and company.(Noreen Jenney, Appendix 7)Trevor Beattie had an interesting point when he mentioned in a celebrity debate that Gillettes advertising has not influenced his purchasing decisionsI think Gillette has produced probably the worst advertising a man can get and the worst advertising on television, and I use Gillette products at least twice a day. Im not put off by their totally shit advertising and I find that a bit strange. As much as I want to be put off by their advertising, Im not, so I blank it out. Their diffusion is fantabulous and their product is extremely good. Their advertising sucks. So there is a strange triangle going on, and for all their money and all the worthiness, they then go and hire the three people who they feel are the worthiest celebrities in the world, people who are stars actually, who are very good at their elect sport. (Trevor Beattie, Appendix 8)Beattie also mentioned how usi ng endorsements can be successfulI think you can get it wrong, if you get it right, like they did with Gary Lineker and, for all his failings, he is a brilliant spokesperson for the brand and he took Walkers from nothing to a major brand and hes earned his money, I think, and hes done a brilliant phone line. Jamie Oliver, dont like the bloke, think hes a git, but, hes done a brilliant job for Sainsburys, really has, so therefore theyve got it right, it is a gamble. (Trevor Beattie Appendix 8)4.3.3 HOW DO EXPERTS assign CELEBRITYS USING THEORIES?Is it a gamble, or do advertisers believe there is strategy to creating a perfect match between celebrity and product? Bergstrom Skafstad (2004) in their case study of Celebrity Endorsement asked the experts what type of theories they would employ when selecting a celebrity in advertising. I have employed this same technique within this case study to see whether the results from different experts are they same, or whether they have their own opnions on what they believe is a good way of selecting celebrities for endorsement advertising. What will be taken into consideration is the difference between different celebrities for different campaigns.The research approach will be analysed against Shimps separate model from the literature review, the Experts were asked what order they believe is the right way of choosing a celebrity for an advert.All practitioners stated that they could not give an accurate decision as it depends on which product they are advertising. The charts below outline what they believe is correct for a general advertising campaign.Its interesting to see that trustiness ranked the highest in making a decision when selecting a celebrity in adverts. Both Shannon and Jenney believed that Expertise was the second aspect that is important when selecting a personality. Jarvie, however, ranked that last in his selection. What is interesting to see is that although McCracken believes in his theory that th ere needs to be a meaning behind the endorsement, some sort of connection between celebrity and brand, this evidence has show that most of the experts believe that Similarity is not as important in the selection process as the Trustworthiness of the celebrity.4.3.4 SUMMARYThe result from the expert research shows that using a celebrity in advertising is successful providing it full treatment and the celebrity doesnt over shadow the product. Trustworthiness plays an important part in the selection of the celebrity which was interesting, Similarity between the brand and product was not a necessity when approaching a celebrity for the advertising. It is interesting to see that marketers do not really have a specific way of choosing celebrity endorsements they do not run by any theory, its more about whether the celebrity is right for the brand and vice versa.