...Celebrity Endorsement in the fashion industry (march 2010) Table of Contents List of tables Acknowledgements Authors Declaration Abstract Introduction Chapter 1: Literature Review Chapter 2: Methodology & Objectives Chapter 3: Data Analysis/Findings Chapter 4: Conclusions Recommendations Appendice 1: The model of Celebrity Endorsement Appendice 2: The meaning transfer of McCracken Appendice 3: Questionnaire Appendice 4: Coding Questionnaire Bibliography List of Table/figure Table 1: 4 types of celebrity Appeals Figure1: Do you think that celebrities in fashion advertising help you to remember the brand and to be interesting in? Figure 2: I think the print advertisement is attractive Figure 3: I believe Kate Moss is an expert on the product Figure 4: Do you intend to know more about the product? (about the print advertisement) Figure 5: Do you want to purchase the fashion product/brand after watching the celebrity endorsed advertisement? Figure 6: Will you purchase the product because of the endorsing celebrity? Acknowledgements First of all, I would like to express my immense gratitude to my supervisor …… for her help during this project and to show me the way to do it. I would also like to thank my teacher …. without whom I would not have been able to lead this project. Finally I am also thankful to my family, friends and mates who have rendered their whole hearted support at all times for the successful completion of this project. Authors Declaration I, ......., declare...
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...Celebrity Influence vs. Parental Influence KaDonna Hunter ENG 121 Katherine Ness June 19, 2011 It is said that our children are our future. Are we doing enough to insure they are going to be prepared for the world they have ahead of them? You have parents that want nothing but the best for their children and then you have those that leave them to be influenced by what they see and hear on television. In some cases, these scenarios can be completely different where the celebrity is the positive influence and the parent can be the negative influence. Parents influence their children with their actions and lifestyle as much as celebrities do. Being a parent, I see first-hand on how I influence my child’s growth. When I get mad, I storm off with an attitude and I see my son doing the same thing when he is put in a similar situation. We as parents want our children to be okay with being taken advantage of in the world. We tell them to not get mad and that it will be okay when we know we have been through that situation before and it was not okay, where on the other hand you have a rapper singing about not letting anyone hurt him because he has a gun. We expect our children to come out of the womb knowing the difference between right and wrong but contradict ourselves right in front of them. We tell them not to smoke and drink while we are sitting on the patio smoking whereas the celebrity is saying how he got drunk and high and it was fun. Children are going to follow what...
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...conducting a mini-research to find out what people think about celebrities in advertisements, whether local or international celebrities, and how these people think about the products/services being endorsed. Our target respondents are selected students and employees in the University of San Carlos. This survey will take less than 5 minutes to answer. We hope that you will help us attain the objective of our mini-research. Thank you and God bless. The researchers, Dutosme, Charmaigne Lauronilla, Jeisa Panisan, Maryrose Therese Uy, Charles Christian ------------------------------------------------- Name (Optional):______________________________ Course & Year/Occupation: _____________________ Age: ________ Gender: ________ Rating: 1 - Never 2 - Rarely 3 - Sometimes 4 - Often 5 - Always Check the box of your answer. Always Often Sometimes Rarely Never | | | 5 | | 4 | | 3 | | 2 | | 1 | | | | | | | | | | | | | 1. | I see famous celebrities advertising a product/service. | | | | | | | | | | | | | | | | | | | | | | | 2. | I know the celebrity in the advertisement. | | | | | | | | | | | | | | | | | | | | | | | 3. | I want to know more about the celebrity endorser. | | | | | | | | | | | | | | | | | | | | | | | 4. | I know the product/service endorsed. | | | | | | |...
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...What makes a celebrity a celebrity? Is it the fame, fortune, intrigue? Celebrities are formed by their intrigue and wealth. However, it takes fame and intrigue to keep that interest alive among the public. Tabloids use that intrigue to sell their magazines and newspapers, using bold and provocative headlines to keep their product flying off the shelves. And because a small minor truth and the freedom of the press, these lies and insinuations are broadcast throughout the nation. These tabloids can ruin the lives of celebrities, driving them to substance abuse, alcoholism, and even suicide. Tabloids use unflattering images of celebrities to backup their storylines. This is a main cause of dieting and body image issues in Hollywood. These pictures are retrieved from a vast network of entrepreneur photographers trying to make a profit off of celebrities’ mistakes and private lives. Paparazzi don’t usually follow one person, but a specific area or city where are a lot of celebrities....
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...Pop Culture I walk outside and there’s somebody outside asking me questions, or taking pictures of me. I can’t go anywhere without people knowing who I am, everybody wants to be like me, well this is what it feels like being famous, yea you might get rich and being on T.V but most of the time you will get annoyed or creeped out. The child who gets hit in the head with a ball, the child who makes a funny face, gets really famous. Being popular often means taking a fewer risk. The lives of celebrities and the outrageous characters on television, movies, professional sports and sensational talk, all these things are promising to fill up the emptiness in our own lives. Celebrity Culture is harmful because popularity gets in the way of good and famous people shouldn’t be cared about as much as they are....
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...The topic that I chose for my reaserch paper is the limitations that should be applied to the parizi. I chose this topic because I wanted to see how much the pree and media have acces to the celrites. I want to fight for the celberite cause I deserve they need more privercy. My topic is the limitations that should be applied to the paparazzi. I wanted to see how much the press and media have access to the celebrities. Celebrities are just people like us, and they need their privacy. Sometimes you’ll see some really personal in magazines that you will say to yourself “how do they know that?”. I chose this because i want to see the paparazzi can push a celebrity and how much they can learn from the scandals and the relationship problems. I limited my research to just what the paparazzi should be limited on and why. I’ll get most of my research from interviews, magazines, and some websites. I’ll try to interview some people from the press and ask them questions like “ how much of these peoples lives do you know about “and “ do you think there should be some limits on how much you can know about these people”. I’ll see if i can get some interviews of people who have already interviewed drama filled celebrities like Brittany Spears and "the always in the fighting mood" Chris Brown. I want to find out how far the paparazzi is limited, if any at all, and see why they should be limited. ...
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...Popular Culture Essay CUL502MMA Over the course of the semester I have learned a lot about popular culture and how it affects society. I believe there are both positive and negative affects to pop culture. Pop culture is diverse, it affect a variety of people from different race, sex and age. It can effect these people both positively and negatively, the positive effect on pop culture is that people are now becoming more accept of someone being different or unique. Such as the reality T.V star “Whitney Thore”. She’s the star of the show “my big fat fabulous life”. A show that celebrates diversity and being comfortable in your own skin by owning who you are, regardless of your size or shape. Whiney said this on one of her shows. “Whitney, you’re not fat, you’re beautiful.” And I’m like, that’s ridiculous, I’m almost 400 pounds, I’m definitely fat! But it just shows that people cannot reconcile that you can be attractive and fat, or smart and fat.” (Escobar)...
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...got what he wanted, that image, a photo worth thousands of dollars, or even more. Menacingly rude and pushy, these photojournalists earn their living through stealing images of celebrities. They hound and stalk a celebrity for the main purpose of taking their pictures and selling them to the mainstream media for a hefty sum. Just like the lioness hunts, so does the paparazzi. They behave in a similar way in all aspects: from identification of the target, up to the end of the game (death of the prey or photo of the celebrity). In short, they make their living by aggressively pursuing a celebrity for the aim of obtaining candid photographs for sale. The paparazzi are a jigger in the toe. Paparazzi do not care what the celebrities do when taking their photos, in fact, they rejoice when they get a photograph of celebrity in an anomalous circumstance. They plant spies in every joint in cities so that they can get information on their whereabouts.In most cases, waiters and security personnel are used as informers of these photojournalists. They get tips in exchange for their services. The saddest part for the stars is that their own publicists leak information on the celebrity whereabouts. They are an epitome of people who cut the trees while on them not realizing that they will go down with the celebrity. The paparazzi spend thousands of dollars in network building....
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...Celebrity endorsement: the various uses made of celebrity involvement in marketing strategies. My focus: Star Power: Why so many of us buy cosmetics to 'get the London look' ‘I touched you at the sound check: you’re just the same as I am, but what makes these people feel happy, leads us headlong into harm’ this is a famous quote from the infamous singer song-writer Morrissey, described by NME is ‘one of the most influential artists ever’. This one man has inspired thousands of musicians and has set the standard for indie music, worldwide. In this case, Morrissey’s celebrity status has made a positive impact on his fan-base, even though his private life might not be so admirable, he has been awarded elitism from the masses because of his musical skills. This is refreshing, especially in todays world where a celebrity, according to Wikipedia is ‘someone who is easily recognised in a society or culture’, they may be famous for 15 minutes or a lifetime, for an achievement or through pure infamy and be positive or negative, to name just a few. The stark contrasts between each of these groups connotes that a celebrity is hard to explain. And do they even need explaining? Not in the post-modern era were living in today; they’re quite simply just another part of society, at least in my opinion. Richard Dyer documented that ‘stars articulate what it is to be human in contemporary society’ and this seems so in the case of fan-culture and star worship my peer group are subconsciously...
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...Case Analysis Write-Up: Under Armour’s Willful Digital Moves Issue identification The “Under Amour’s Willful Digital Moves” case brings several issues to the fore. Under Amour’s management has to make a decision as to whether the company should continue to target and grow its female market segment. So far, the “I Will What I Want” marketing campaign targeting female consumers had been very successful because it raised women’s apparel to 30 percent of total sales. Prior to this marketing campaign, women’s apparel contributed about 21 percent of Under Armour’s sales. Therefore, continued expansion into the female market segment has the potential to attract more female customers and raise the volume of sales in this segment. The other issue is that Under Amour’s founder and chief executive is unsure of which route; whether online or television advertisements, to take in the company’s future marketing campaigns. Growing Under Armour Company to a $10 billion brand will require the rolling out of successful marketing campaigns. The “I Will What I Want” marketing campaign had gone viral because it had been...
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...ESSAY QUESTION Does advertising create artificial wants? Your answer should discuss John Kenneth Galbraith’s ‘dependence effect’ and F.A.Hayek’s response. Nowadays, the media’s power is indisputable and it is not accidental that it is called the fourth estate. That power represents the possibility to exert influence on people’s behavior. Nowadays one very hot and disputed issue is the advertisement effect on the consumers’ buying behavior. Well prepared campaign can influence consumer decisions and make them buy certain product. The modern world is a world of overproduction. We are surrounded by all kinds of goods- some urgent and some not so much. Certain goods are sold quickly while others remain on the shelves. Every company seeks to put on the market such a product that will grab the consumers’ attention, and make them feel incomplete if they do not have it. But among the abundance of goods, a product may remain unnoticed. That is why corporations rely heavily on advertising to sell their production. They have realized that not the quality of the product, but the advertising sells it. Advertising companies strive to convince the consumers that the product is extremely urgent and without it a person’s would be less happy than others who have it. There are different strategies that companies use in order to touch the consumers’ subconsciousness- they play with customers’ emotions, they rely on celebrities to advertise the goods, and they target the deceivable children...
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...station, I would cover the local story first with a high recap of the celebrity death to follow. When people tune into the news, they want to know what is happening around them first. A celebrity death will make headlines on every kind of network, but the local happenings will only be the local newscast and be more vital. The park story will have more meaning to the people of the community and could affect the everyday happenings for them. With cities closing parks 3 days a week to save money, I would want to the communities to know why and how this will change their everyday lives and schedules. How was closing the parks 3 days a week chosen to save money or some other programs that could be out there. How is the closing of the parks going to affect the city workers jobs that maintain the parks? I would also want to inform the communities of why the money is being saved and what the funds are being used for instead. It would be important to inform the people of options that they may to help get the parks reopened if necessary or who they would try and petition to help with it as well. After covering the local community story of park closures, I would cover the celebrity death with as much accuracy as I could. People will continue to talk about the celebrity death for a long time, so it can be covered after the more pertinent local story. Celebrity stories tend to be very wide spread and have enough coverage with the different outlets to obtain it by. I know that I would not...
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...Heroes and Celebrities April 27, 2014 Heroes and Celebrity When looking up the definition of hero, I came across some slight variation. I looked up online the Merriam-Webster Dictionary’s (n.d) definition an is defined a hero as “a mythological or legendary figure often of divine descent endowed with great strength or ability” and an” illustrious warrior, a man admired for his achievements and noble qualities, a man that shows great courage, the principal male character in a literary or dramatic work.” The online Oxford Dictionary (n.db) defines a hero as “A person, typically a man, who is admired or idealized for courage, outstanding achievements, or noble qualities: The chief male character in a book, play, or movie, who is typically identified with good qualities, and with whom the reader is expected to sympathize” Both sources cite the same definitions for heroines as well. The variations between the two online definitions is Merriam-Webster reefer’s to a hero as a mythological figure while Oxford simply refers to a hero as a person. When talking about a celebrity, some may confuse the definition of a celebrity with a hero, but the definition, according to Merriam-Webster is that a celebrity is the state of being famous or celebrated. This is not mention of outstanding achievements, quality of character, or displays of courage or is endowed with strength and abilities. Although the definitions don’t show the similarities, they do exist in our pop culture and the...
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...impact on one particular race or social group. It is having an impact on people of all social groups and ethnic backgrounds (Anorexia Nervosa). However, there are 10 million women and 1 million men that have anorexia, the majority of them being white people (Bennett). Researchers do not know exactly what the causes are of anorexia, or other eating disorders for that matter. They say eating disorders can be caused by many things such as: biological, psychological, social, cultural and even family factors (Gowan). For many of the sufferers, anorexia becomes almost like a religion. People feel this way because, they have power over themselves. They control what they can eat and they feel in power when they do this (Bennett). A story I found off of ebsco, (academic resource website) was a girl who dreamed of being a ballerina. She saw many dancers who were thin and good at dancing and that’s what she wanted to be like. This girl was only 15 years old when she started to starve herself. It was all because of a role model she looked up too. This girl lost 30 pounds and she still didn’t think that she had any problems. She wouldn’t admit to anorexia. Most people with the disease don’t admit to it because they feel that they don’t have a problem. Finally after a year, she...
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...Essay on celebrity Being a celebrity has not only a bright side. Everyday thousand of people live in the reflection of fame, some of them had lost their touch on reality. The phenomenon “Celebrity” is an abused term. You do not longer have to be talented to be acknowledged, and adored. If you were called a celebrity years ago it really meant something. Much like today, it is an easy way to achieve fame if you are attractive and self-representational. Maybe it is not a permanent status, but the 15 minutes it last, affect the persons permanent. But why do we seek fame? Why do we not have enough in our self? The article “Mindfulness in everyday life – so you want to be famous?” is written by Donna Rockwell, a licensed clinical psychologist, and is a specialist in mental health. She has had fame close to her life. But not in a way you imagine. Her grandmother said that she was her favourite celebrity, and she will never forget that. Maybe if you have tried something likely you can relate? Donna tells about Andy Warhol who has said: “In 15 minutes everybody will be famous.” Maybe she is right. There is something about the rush of fame, which makes us simmer. We want it so badly, that we all dream about it, from time to another. Filmmaker John Waters appears in the article with the statement: “Most everybody secretly imagines themselves in show business, and every day on their way to work, they’re a little bit depressed they are not. People are sad they’re not famous in America...
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