...paper: “A STUDY ON INFLUENCE OF CELEBRITY ADVERTISEMENT IN TELEVISION ON CONSUMERS’ PURCHASE DECISION” Authors: 1. C.Gomathy, Head of the Department, Department of B.Com (AM), PSGR Krishnammal College for Women, Coimbatore. E-mail id: cgomathy@psgrkc.com Ph.No. 9600772041 2. G.Kalavathy Associate Professor, Department of Commerce, PSGR Krishnammal College for Women, Coimbatore. E-mail id: kalavathy@psgrkc.com Ph.No.9443998089 3. P.Keerthika M.Phil Research Scholar, PSGR Krishnammal College for Women, Coimbatore. “A STUDY ON INFLUENCE OF CELEBRITY ADVERTISEMENT IN TELEVISION ON CONSUMERS’ PURCHASE DECISION” *Mrs.C.Gomathy **Mrs.G.Kalavathy ***Ms.P.Keerthika ABSTRACT The impact of television is vital because of its enormous potential as an audio-visual communicator. Television enables the creative man to communicate by combining motion, sounds, words, colour, personality and stage setting to express and demonstrate ideas to large and widely distributed audience. T.V. advertisements usually play a role in either introducing a product reinforcing the familiarity to the product and also convincing to purchase the product. Advertisements are among the most visible of the marketing strategy and have been the subject of a great deal of attention in the last ten to fifteen years. Advertisement cannot only change emotions but...
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...Erica Prophete Professor Tarver 01 April 2013 ENC 1101 9:00am Americans Obsession with Appearance In today’s society, many Americans have become really obsessed with their appearance. We would see numerous of people spend thousand of dollars on products and specifics items just so they would look appealing. Based on the advertisements that we would see on television, magazines, ads and etc; Americans became victims to the pressures of being fashionable, thin, and beautiful. Fashion is one of the largest obsessions that Americans face when it comes to appearance. When walking in a retail department, you would see the clothing changes almost every week based on what is in trend. According to Mark Dolliver, Fashion companies attract the attention of approximately 70 million American young people know as generation y.(Mark Dolliver.) In today generation, we see that the fashion statement has changes and it also attract the older generations known as generation x. Many older people does not like to feel old but quite younger than they would actually look. Although the media certainly doesn't help the problem, it is common for humans to prefer to look pretty. What is considered beautiful may change in different times and places. Today’s youth is simply different from what it used to be back in the 80s and it reminds the older people of all the good times they had when they were younger. According to Mark Dolliver...
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...industries became prosperous, and the international cosmetics brands occupied most of the market shares. This research focused on the relationships between the source credibility and other variables. This is the quantitative research, and 301 participants received the questionnaires. All of the participants were divided into two groups: the low- and high-source-credibility group. In H1, the source credibility was proved to have positive influence towards the purchase intention and product favorability. H2 was investigated that the audiences’ favorability to the overall advertisements can influence the purchase intention. However, in H3, this research cannot prove the dominant elements which can significantly influence the perceived price. Moreover, the separate dimensions of source credibility and overall source credibility showed different impacts towards the buying behavior. In conclusion, the celebrity endorsers with highly source credibility create positive associations and influences to the target audiences. 2 Acknowledgements I would like to thank...
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...Next, the soccer culture will be viewed from the player's perspective, in terms of: celebrities, deaths, ethnicity, and role models. When referring to the category of celebrities, it is important to note that players considered as celebrities are also known for their activities outside of their work and on the field. Having celebrity status means being hired by large sporting goods manufacturers to sponsor their products. Players such as world famous Pelé went on to become a UNICEF ambassador and even a spokesman in several large advertisements. Having soccer players like Pelé being the face of a campaign shines a whole new light on soccer and pulls even more people into the game. The British soccer player David Beckham is viewed as a trend-setter in England and across Europe, due to...
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...argument discusses that she believes that advertisement should not be sold with using celebrities to sell the main product. Jozui also says that there should be guidelines to the way advertisements are displayed to the public. Although that is the way advertising has been working for many years now, I agree and disagree with Sue Jozui. I agree with Jozui’s point of view of both not having using celebrities to advertise the product a company is trying to sell to the public and also having guidelines to advertising. Using celebrities to sell merchandise can be portrayed as an everyday object that they use, but in reality, they are displaying that specific product to the public because essentially they are getting paid to show...
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...In modern societies, today children, teens, and adults analyze the lives of celebrities. Everyday people around the world fantasy on what it would be like to be in the shoes of a famous person. They would give anything to be where that person is now. Now a day every celebrity has an endorsement deals. Everywhere you look there is a celebrity trying to make you buy something. Most people do fall for it. They think it will bring them the attention they want. They think just because Beyonce wears butt pads it is okay to wear them. Although people would say people should be smart enough not to believe it, however, it does not matter these advertisements are ruining people’s lives, and they should be stopped. These advertisements are ruining people’s lives. When children, teens, and even adults see advertisements they waste their money purchasing it. They think that since this celebrity has it they can too. They do not realize that they do not have the same amount of money that those people do. That is why people usually go into debt because they spend money they do not have on the product they desire. They need that product to experience. They only want it because someone else has it. For example, the old spice commercial they say if you wear their product it will bring you the attention of every “hot girl”. Now you and I both know that is not true, but you only buy it because it is on television. Even though that is not a bad, product to buy because you need that. It is the...
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...INTRODUCTION: As we look into a comparative analysis between Animated advertisements and celebrity advertisement wherein first lets discuss about what actually both are .As we all know that celebrity endorsements are very popular and persuasive as per advertisers but now when graphics industry is on boom and where maximum movies and advertisements are adapting technology in order to persuade customers we will trying to find out that what actually changed after technological changes .Through this research paper we are trying to find out that weather animated advertisement are more influencing or its still the celebrity endorsement gaining the preference. Celebrity ,is a person who has distinct image in society it could be an actor ,actress, sportsmen politician etc.However its their skills ,attitude and attribute in order to convince prospects to buy the product .There are number of well known example of celebrity endorsement such as ,lux by sharukh khan,Suzuki hayate by Salman Khan ,bournvita by sachin tendulkar,revital,navratan ,horlicks ,airtel etc are few good examples of celebrity endorsements.Endorsements is a brand communication in which a celeb act as a spokesperson for a brand ,in such a competitive atmosphere celeb ads. Are considered to be distinct differentiation . Animated advertisement is not a new technique but it gradually affected the way and trend of selling a good earlier it was pretended that when a person goes low with the budget...
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...A Study on How Celebrity Endorsers of Bench and Penshoppe Affect the Buying Behavior of Assumption Communication Students A Thesis Presented to The Department of Communication Assumption College In Partial Fulfillment of the Requirement For the Degree of Bachelor of Communication Major in Advertising Stephanie Rae D. Galeos Rameya Christelle C. Ramoso February 18, 2013 Chapter 1 The Problem and the Review of Related Literature Background of the Study Advertising is predominant to everyone. People are bombarded with advertisements. They rely on it; it makes their lives easier. Easier because they can get information from all the types of advertisements they see and hear everyday – print, billboards, online, television, radio, etc. Advertising can be perceived as an answer to one’s needs (basic and daily necessities) and wants (what they buy, but they do not need). Each of us is different, so we all have our perceptions toward a brand/product or other advertisements we see or hear. However, companies still look for the real reason why consumers buy, what they buy, and when they buy. This is because it will help them know what brand/product or service to offer in order to satisfy them, and possibly maybe, let them become loyal buyers/users. Consumers buy as they aim to satisfy their needs and wants. Consumer needs are their basic and daily necessities, while wants are the things they buy, but they do not really need, those which will improve/enhance...
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...Sue Jozui, in her passage about pretentious advertisement, argues that celebrity endorsed advertisement should be boycotted and regulated. Jozui supports her position by inducing her opinion of star endorsed advertisement into her argument. She continues by asking the audience a hypothetical question intending to be rhetorical. Jozui’s attempts to establish a credible argument in hopes of swaying the opinions of others who see different. Jozui resonates a critical tone for the average consumer, her intended audience. Jozui’s legitimate argument should be accepted because celebrity endorsed advertisement cheat the average consumer and is detrimental for small businesses. Supporters of celebrity endorsed advertisement argue that businesses...
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...Katy Perry is the main face of Proactiv, P!nk is the face of Covergirl, Peyton Manning is the face of PaPa John’s Pizza and Nationwide Insurance, these are all reasons of why Sue Jozui is flustered with using celebrities as promoters for big companies. Sue Jozui in her passage claims that using a celebrity in an advertisement to further promote a product is an injustice to all consumer minds. She supports her point of view by first explaining that it could be misleading due to the misinterpretation purposefully brought to attention within the advertisement. She continues by asserting how it insults the mind of its buyers due to the mere fact of trying to persuade its audience with a famous subject. Advertisers who use celebrities as promotion of their product have a right to do so, due to the face of free market....
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...Management under Dr. Ricardo Matulin. We are 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...
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...Journal of Consumer Research, Inc. Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process Author(s): Grant McCracken Reviewed work(s): Source: Journal of Consumer Research, Vol. 16, No. 3 (Dec., 1989), pp. 310-321 Published by: The University of Chicago Press Stable URL: http://www.jstor.org/stable/2489512 . Accessed: 12/02/2012 13:26 Your use of the JSTOR archive indicates your acceptance of the Terms & Conditions of Use, available at . http://www.jstor.org/page/info/about/policies/terms.jsp JSTOR is a not-for-profit service that helps scholars, researchers, and students discover, use, and build upon a wide range of content in a trusted digital archive. We use information technology and tools to increase productivity and facilitate new forms of scholarship. For more information about JSTOR, please contact support@jstor.org. The University of Chicago Press and Journal of Consumer Research, Inc. are collaborating with JSTOR to digitize, preserve and extend access to Journal of Consumer Research. http://www.jstor.org Who Is the Celebrity of Endorser? Cultural Process Foundations the Endorsement GRANT McCRACKEN* This article offers a new approach to celebrity endorsement. Previous explanations, especially the source credibility and source attractiveness models are criticized, and an alternative meaning transfer model is proposed. According to this model, celebrities' effectiveness as endorsers stems from the cultural...
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...their body. It has created the way people see an ideal physical appearance, which emphasises the shape and size of a man and/or woman (Diedrichs, Lewis-Smith & Paraskeva 2015). There was a study conducted by Australian Institute of Family Studies which surveyed 4,000 children. The study found out that more than half of the children from ages 8 to 11 years old wanted a slimmer body rather than an average one (Wilson 2014). There was also a study done by the King’s college London and Harvard, suggests that some children develop early body dissatisfaction due to the pressure received from media, family and peers (Fleig 2015). Another survey conducted by the Today Show and AOL.com discovered that 80% of teen girls compare themselves to celebrities and say that the images that they see make them feel displeased with their body (Common Sense Media 2015). This is alarming because children as young as 8 years old should not have to worry about how pleasing their body looks. Media exposure affects how children perceive their bodies and they can carry these perceptions about themselves when they get older. C. Facts Relevant to the Issue * The Australian Government was appointed by the National Advisory Group on Body Image in 2009 to develop a code to provide guidance on how they portray beauty in popular media called The Voluntary Code of Conduct on Body Image...
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...TOEFL Writing Topics Topics in the following list may appear in your actual test. You should become familiar with this list before you take the computer-based TOEFL test. Remember that when you take the test you will not have a choice of topics. You must write only on the topic that is assigned to you. People attend college or university for many different reasons (for example, new experiences, career preparation, increased knowledge). Why do you think people attend college or university? Use specific reasons and examples to support your answer. Do you agree or disagree with the following statement? Parents are the best teachers. Use specific reasons and examples to support your answer. Nowadays, food has become easier to prepare. Has this change improved the way people live? Use specific reasons and examples to support your answer. A company has announced that it wishes to build a large factory near your community. Discuss the advantages and disadvantages of this new influence on your community. Do you support or oppose the factory? Explain your position. If you could change one important thing about your hometown, what would you change? Use reasons and specific examples to support your answer. How do movies or television influence people’s behavior? Use reasons and specific examples to support your answer. Do you agree or disagree with the following statement? Television has destroyed communication among friends and family. Use specific reasons...
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...Are famous people treated unfairly by the media? Should they be given more privacy, or is the price of their fame an invasion into their private lives? The question of unfair treatment of famous people by the media is one that cannot be easily answered without a close examination of all that is involved. Fame is a state of being well known either by one’s personality or a result of one’s accomplishments and cannot happen without the media. The media makes people famous. The world is now in an information age that is totally driven by the media. You view events happening around the world via satellite TV in the comfort of your living room; you get the latest gist and gossip on smart phones connected to the ubiquitous internet that is proliferated with social media like Facebook and Twitter; propagation of gossips has not been easier! Success, being synonymous with fame is something people naturally love to identify with. The most intricate affairs of successful people thus become goldmine of information for people who have made them role models. They believe they can also achieve success by patterning their lives after their models. Likewise, famous entertainers like the late Michael Jackson also are idolized especially by young people. The ‘wannabes’ of these entertainers will do whatever it takes to get information about what things make their favourite acts tick. On the other hand, the unhealthy secrets of the private lives of famous people make good sources of scandal...
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