Although celebrities can be effective in gaining attention and influencing consumers, there are some factors that must be considered before deciding to use them. These are:
Overshadowing the product – advertisers should select a celebrity spokesperson who will attract attention and enhance The meaning movement and endorsement model illustrates why celebrity endorsements are effective. It is based on the premise that credibility and attractiveness do not sufficiently explain how and why celebrity endorsements work. According to the model, a celebrity’s effectiveness as an endorser depends on the culturally acquired meanings he or she brings to the endorsement process. There are three stages of meaning movement:
Stage 1 – celebrities draw these meanings from the roles they assume in their television, movie, military, athletic, and other careers. Each new dramatic role brings the celebrity into contact with a range of objects, persons, and contexts.
Stage 2 – celebrities bring their meanings and image into the ad and transfer them to the product they are endorsing.
Stage 3 – the meanings the celebrity has given to the product are transferred to the consumer.
This model is useful to marketers in selecting the celebrity who best matches the meaning or image the company wants to create and/or convey. The image a celebrity projects to the consumer can be just as important as their ability to attract attention. While some advertising and marketing executives rely on their own intuition and gut feeling, many turn to research that measures a celebrity’s familiarity and appeal among their target audience.
Although celebrities can be effective in gaining attention and influencing consumers, there are some factors that must be considered before deciding to use them. These are:
Overshadowing the product – advertisers should select a celebrity spokesperson who will attract attention and enhance The meaning movement and endorsement model illustrates why celebrity endorsements are effective. It is based on the premise that credibility and attractiveness do not sufficiently explain how and why celebrity endorsements work. According to the model, a celebrity’s effectiveness as an endorser depends on the culturally acquired meanings he or she brings to the endorsement process. There are three stages of meaning movement:
Stage 1 – celebrities draw these meanings from the roles they assume in their television, movie, military, athletic, and other careers. Each new dramatic role brings the celebrity into contact with a range of objects, persons, and contexts.
Stage 2 – celebrities bring their meanings and image into the ad and transfer them to the product they are endorsing.
Stage 3 – the meanings the celebrity has given to the product are transferred to the consumer.
This model is useful to marketers in selecting the celebrity who best matches the meaning or image the company wants to create and/or convey. The image a celebrity projects to the consumer can be just as important as their ability to attract attention. While some advertising and marketing executives rely on their own intuition and gut feeling, many turn to research that measures a celebrity’s familiarity and appeal among their target audience.
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