Celebrity Endorsements
Celebrity EndorsementsThe use of celebrities in advertising is very common. When advertisers choose a celebrity to promote their product, they use three basic categories of source attributes, which include: credibility, attractiveness, and power. People are constantly bombarded with celebrity endorsements some examples include country singer Faith Hill, tennis player Anna Kournikova, and professional basketball star Grant Hill. It is important to analyze the effectiveness of these celebrities in advertising in order to gain a better understanding of celebrity endorsements.
In the past few years, country singer Faith Hill has become very well known, not only through her career, but also through advertisements with big companies such as Pepsi, and Cover Girl. Faith’s attractiveness leads to persuasion through a process of identification, because the speaker becomes motivated to seek some relationship with the source and adopts similar beliefs and preferences. Faith’s ads for Pepsi establish similarity, which refers to knowledge of the source through exposure. Her Pepsi ads, which are seen on TV and heard on the radio, are upbeat and trendy, it is the type of song that easily sticks in your head. This is an effective use of advertising because the audience relates Pepsi with Faith’s music, which makes them feel good. Faith also endorses Cover Girl makeup. Obviously, when a cosmetic company chooses someone to endorse their product it is because of their attractiveness. The receiver establishes likeability for the endorser and often times is influenced to adopt the same beliefs on the product. Especially with cosmetics, many young girls and women think Faith Hill is gorgeous, therefore they think that using the product might have a positive result. Faith Hill is an effective endorser for both of these products, because she establishes likeability and familiarity with her attractiveness and represents the products in a positive way.
Tennis player Anna Kournikova has...
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