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Essay / Research Paper Abstract
8 pages. This is an interesting look at how the world of advertising makes the viewer believe that a product is used and approved by celebrities or well-known people in their ads. Consumers do tend to listen to a well-known personality recommend a product, not realizing all the while that the actor is just doing a job and getting paid to do it. Some of the more interesting strategies used in advertising are covered in this paper. Bibliography lists 10 sources.
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8 pages (~225 words per page)
File: D0_JGAcelad.rtf
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people in their ads. Consumers do tend to listen to a well-known personality recommend a product, not realizing all the while that the actor is just doing a
job and getting paid to do it. Some of the more interesting strategies used in advertising are covered in this paper. WELL-KNOWN PERSONALITIES ENDORSING PRODUCTS There is a
greater demand for identifying a certain personality to corporate brands so those consumer groups can relate more closely with the products that they wish to buy. It has been
shown by researchers that sixty percent of consumers believe a company with a good reputation would not sell poor quality products (Bell 1994). In this light, we see more celebrity
endorsements of products than ever before. Generally the public believes if someone they admire endorses a product it must be good. There is not, apparently, any thought as
to the fact celebrities are paid extraordinary sums to put their names on a product in order to market it effectively. By targeting different age groups, Pepsi and Coca-Cola discovered
they are able to obtain more of the market share. Instead of going head to head competing for the same market, both companies wisely realized the futility in doing
that when they could target different groups and both come out at the forefront. Coca-Cola, by trying to target the older consumer age group, uses personalities from the 1950s,
60s and 70s such as Gene Kelly and Elton John. Coca-Cola has even begun using cameos of actors long since passed away such as John Wayne and Humphrey Bogart.
Pepsi, in order to appeal to a different audience, attracts the younger groups with the new generation campaign using current singing sensations such as Britney Spears (Barney, 1995).
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