...Celebrities have a moral responsibility to be good role models for the society, would you agree? First of all by using the dictionary the main definitions can be broken down; the definition for a celebrity is ‘a famous or well known person’. The definition of moral responsibility is ‘the idea that a person has moral obligations in certain situations.’ The definition of a good role model is ‘a person whose behaviour, example, or success is or can be emulated by others, especially by younger people.’ Our opinion as a group is that every human being has a moral responsibility towards society although celebrities tend to have the upper hand when it comes down to being ‘good’ role models. Our three arguments for this topic would be: First, ‘yes celebrities do have a moral responsibility towards society’. Second, ‘every human being has some kind of moral responsibilities towards society’. Third, ‘Celebrities influence the youth of today’. Our counter argument will be: ‘Celebrities cannot be considered as ‘good’ role models because some of their actions can be inappropriate and be a bad influence on others’. Our refutation will be: ‘Miley Cirus is on illegal drugs and Lindsay Lohan was jailed due to the misconduct of the law.’ Our first argument is ‘Celebrities do have a moral responsibility towards society’. Celebrities nowadays are everywhere, from television to your doorstep. Their approach is becoming stronger towards the general population/audience by the simultaneous diversification...
Words: 961 - Pages: 4
...Celebrities’ Impact on Branding Center on Global Brand Leadership Columbia Business School January 15, 2003 Christina Schlecht 527 Riverside Dr., Apt. 4K New York, NY 10027 (212) 280 5447 cschlecht02@gsb.columbia.edu Table of Contents 1. Introduction 2. A Definition of ‘Celebrity’ 3. Celebrities as Spokespersons 4. Source Credibility and Attractiveness 5. The Match-up Hypothesis 6. The Meaning Transfer Model 7. Multiple Brand and Celebrity Endorsement 8. Conclusion Table of Figures Figure 1: Catherine Zeta-Jones endorsing the brand ‘Elizabeth Arden’ Figure 2: Successful and unsuccessful celebrity endorsements Figure 3: Meaning transfer in the endorsement process Figure 4: Brands endorsed by top model and actress Milla Jovovich Figure 5: Celebrities endorsing the luxury brand ‘Omega’ 2 Introduction The billions of dollars spent per year on celebrity endorsement contracts show that celebrities, like Liz Hurley, Britney Spears and Tiger Woods, play an important role for the advertising industry (Daneshvary and Schwer 2000, Kambitsis et al. 2002). Female athlete Venus Williams, tennis player and Wimbledon championship winner in 2002, for example, has signed a five-year $40 million contract with sportswear manufacturer Reebok International Inc.1 Theory and practice prove that the use of super stars in advertising generates a lot of publicity and attention from the public (Ohanian 1991). The underlying question is, if and how the lively interest of the public...
Words: 3216 - Pages: 13
...THE IMPACT OF ASAP 18 CELEBRITIES ON PURCHASE DECISION OF THE TEENAGERS Pierre Jaca, Cassandra Soliman, Apryll Vivas San Beda College – College of Arts and Sciences This research aims to provide an answer in understanding the behavior of consumers towards celebrity endorsements. It will give an answer as well as measuring the effectiveness of using celebrity endorsers from the high rating tv program of ABS-CBN, ASAP 18. Does the show, or the artists itself affect consumer’s behavior? Keywords: attention, familiarity, teenagers | | One of the most significant Principle of Marketing is Promotion. It is a means of getting your message out to the public. This is mainly done through Advertising in the form of radio, newspapers, magazines, billboards, television, on line promotions and moving media such as vehicles and agents. Among all these forms, the best and prevalent way of Advertising a product or a service is through the Television. It is said to be the most expensive yet most effective way of introducing the product in the market place to be known by the people. With Television, anyone who will be viewers of a TV channel can see and notice the product get endorsed. Moreover, certain high rating program affects product familiarity to viewers and customers because it is associated with appealing celebrities which can induce its desirability to the market place. It is said that: Advertising needs to stop consumers and hold their attention in likable ways: “Where...
Words: 7589 - Pages: 31
...THE IMPACT OF CELEBRITY ENDORSMENTS ON THE YOUTH of Pune Symbiosis Centre for Management Studies Pune Acknowledgment To accomplish whatever we have done in our assignment, there were many people along the way who have been responsible for guiding us, advising us, encouraging us and even reprimanding us. To them, We are deeply grateful and would like to take this opportunity to offer our heartfelt appreciation. First and foremost, we would like to thanks Mrs. Anjali, our Research Methodology teacher, who's continuous guidance and encouragement has helped us reach where we have today. Her knowledge about the subject along with her helping advice always led us in the right direction. We are highly thankful to her. Secondly we would like to thank all the students who spared their time and filled our feedback form. without them coming to precise conclusions would have been very difficult. We would also like the thank our college for giving us the opportunity to learn in depth research methodology. STUDENT’S DECLARATION OF ORIGINAL WORK This declaration is made on the ……………..day of……………..2013.. Student’s Declaration: We, NoopurKhare, Nakul Singh , Mayank Punjabi, SahilPrabhu, hereby declare that the work entitled“THE IMPACT OF CELEBRITY ENDORSMENTS ON THE YOUTH OF PUNE” is our original work. We have not copied from any other students’ work or from any other sources except where due reference...
Words: 4747 - Pages: 19
...ON INFLUENCE OF CELEBRITY ADVERTISEMENT IN TELEVISION ON CONSUMERS’ PURCHASE DECISION” Authors: 1. C.Gomathy, PSGR Krishnammal College for Women, Coimbatore. “A STUDY ON INFLUENCE OF CELEBRITY ADVERTISEMENT IN TELEVISION ON CONSUMERS’ PURCHASE DECISION” *Mrs.C.Gomathy 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, color, 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 give subliminal message. Celebrity Advertising has become a significant tool for creating awareness of products. The important point in celebrity advertising is the effectiveness with which they are endorsing the product. By the mere presence of celebrity, the product will not make a sale. This study makes an attempt to find out whether the consumers are influenced by celebrity advertisement...
Words: 1641 - Pages: 7
...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...
Words: 8874 - Pages: 36
...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...
Words: 2650 - Pages: 11
...Title of the 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...
Words: 1752 - Pages: 8
...To Study the Impact of Advertisement on the Brand Preference towards Aerated Drinks ( In Jalandhar City ) Submitted to Lovely Professional University In partial fulfilment of the requirements for the award of degree of MASTER OF BUSINESS ADMINISTRATION Submitted By Group 22 Supervisor Manish Rajput Lecturer LSM Name Mr. Brajdeep Mr. Sayeem Rafiq Mr.Manveer Roll No 40 42 45 Regd. No 10805062 10807184 10804985 DEPARTMENT OF MANAGEMENT LOVELY PROFESSIONAL UNIVERSITY PHAGWARA (2010) 1 DECLARATION We, "Brajdeep, Sayeem and Manveer”, hereby declare that the work presented herein is genuine work done originally by us and has not been published or submitted elsewhere for the requirement of a degree programme. Any literature, data or works done by others and cited within this dissertation has been given due acknowledgement and listed in the reference section. Brajdeep (10805062) Sayeem Rafiq (10807184) _______________________ _______________________ Manveer (10804985) _______________________ Date: 03/4/2010 2 TO WHOMSOEVER IT MAY CONCERN This is to certify that the project report titled “Impact Of Advertisement on the Brand Preferences towards Aerated Drinks in Jalandar City carried out by Mr.Brajdeep Singh S/O Shri Jagdev Singh has been accomplished under my guidance & supervision as a duly registered MBA student of the Lovely Professional University, Phagwara. This project is being submitted by him/her in the partial fulfillment...
Words: 10335 - Pages: 42
...Celebrities generally differ from the social norm and enjoy a high degree of public awareness. The reason for using celebrities for endorsements is their huge potential influence. Compared to other endorsers, famous people achieve a higher degree of attention and recall. They increase awareness of a company’s advertising, create positive feelings towards brands, and are perceived by consumers as more entertaining. Using a celebrity in advertising is therefore likely to positively affect consumer’s brand attitude and purchase intentions. OBJECTIVE This project aims to look at the history of celebrity endorsements, and the legal issues regarding celebrity endorsements which have emerged in the past few years. RESEARCH METHODOLOGY In the Encyclopedia of Social Sciences, D. Slesinger and M. Stephension have defined research as “the manipulation of things, concepts or symbols for the purpose of generalizing to extend, correct or verify knowledge, whether that knowledge aids in the construction of theory or in the practice of an...
Words: 1756 - Pages: 8
...“CELEBRITY I WANT TO BE” “Who is the celebrity you want to be?” this question made me smile. I would answer that question easily and with guts and pride. I wanted to be Marian Rivera and soon to be Marian Rivera Dantes. Who would not want to be as sexy, hot and beautiful as Marian? Last year, I got a chance to meet and greet her in FHM autograph signing in Robinsons Galleria. Unfortunately, we didn’t have pictures together due to the very strict policy of FHM. But that day was one of the happiest days in my life. In fact, when I was younger I watched all of her “teleseryes” and movies – to see her in person is just a dream. Actually, I don’t know how, when or where I started liking her, or should I say loving her to the most extent as a fan. Let me show my admiration through different characters she portrayed with her various shows. I liked her because she’s a strong woman who will do everything just for her family like “Marimar”. I loved her because she grows up to be like a stunningly beautiful mermaid who is adored by almost the entire merman in the underwater kingdom just like “Dyesebel”. I am amazed with her very strong and powerful personality just like “Darna”. I adored her because she is like more than a princess and a fighter just like “Amaya”. It was inspiring that she will do everything for love and she is ready to fight for the man she love just like “Chantal” in Temptation of wife. I am in love with her because of her charming, kind-hearted, God-fearing...
Words: 448 - Pages: 2
...Everyday, millions of people either go to a gossip website, or pick up a copy of a People magazine to catch up on what their favorite celebrity is wearing, doing, and saying. For some reason we all just need to know what kind of scandals these people are involved in and what their babies look like. Why is it that we are so obsessed with gossip? The entertainment media industry is booming and shows no sign of ever slowing down. We look up to these people and want to follow the same trends that they start, but the same things they buy and eat at the same places they eat. According to society, celebrities live perfect lives, they’re rich and famous and looking at their lives is an escape from our “mediocre” lives that apparently aren’t good enough for us. Our society is shaped by the changes that the entertainment world inflicts on all of us. Entertainment media is everywhere. We see it on our televisions, hear it on our radios and read it in the magazines. We love to look at the lives of the rich and famous. Television shows like “The Fabulous Life of…” which shows all the extravagant things that the fabulously rich can do with their money. Vacations to exotic islands, fifteen-hundred dollar pairs of shoes, and diamonds galore, all things that normal class citizens can only dream of having, are displayed on this show. These kinds of shows make all of us wish we had more. You may find yourself saying your life isn’t good enough and that if you had more money you would...
Words: 1309 - Pages: 6
...The marketing of dead celebrities has become big business. Some estimates have valued the the royalties and licensing income at about $2.5 billion One of the first advertisers to employ dead celebrities was Diet Coke back in 1991. The TV commercial was staged in a hot nightclub, with Elton John leading the band. Humphrey Bogart, James Cagney and Louis Armstrong were all incorporated using old movie and TV clips - and the technique opened the doors to a whole new casting conversation. This week on Under The Influence, we look at Marketing Dead Celebrities. It's become a $2 billion dollar industry. The marketing of dead celebrities not only attracts lots of big brands, but lots of controversy. We'll trace the use of dead celebrities in advertising, we'll analyze "Dead Q Scores," we'll list the top-grossing dead celebrities, we'll tell some fascinating stories about ads that featured Audrey Hepburn, Michael Jackson, Fred Astaire, Kurt Cobain and Marilyn Monroe - and how their families felt about those commercials. Hope you join us. It's a brave new world, now that nobody's dead anymore. Twenty-six miles from Palm Springs, in Indio, California, a large event is staged every year. It's called the Coachella Valley Music and Arts Festival. Started in 1999, it's a big two-weekend gathering that draws over 80,000 people a day. Nearly 180 musical acts perform, and while the festival has hosted big acts like Paul McCartney, Madonna and Foo Fighters, it's also an important...
Words: 3391 - Pages: 14
...Health 100 Yes most people are aware of the dangers of use and abuse of substances, but why do they continue to use them? There is not one specific answer to solve this general question. Each person’s situation can vary. For example, an individual might suffer from depression, mental illnesses, or anxiety and then lean towards drugs and/or alcohol to ease their pain. These substances can serve as a temporary “fix” to make this person feel “normal” again. Another instance might be a teenager can be a slave to the media. He/she might be aware of the dangers of these substances, but they still have an interest in using them, or continuing the use of them because their celebrity role models do so. One more example might be a stress reliever. Drugs and liquor can be used to escape reality and be used as a form of relation. Most believe that the side effects/ negatives are nothing compared to the positives. That may lead to some people asking, “What are the side effects or negatives of substance abuse?” Some of these may include physical health issues such as addiction, dependency, withdrawal symptoms, memory loss and the list goes on. Some social issues may occur as well, such as your damaged relationships with friends and loved ones. Grades might begin to decline and behaviors around your peers may change. If an addiction were to happen, then finances may be in jeopardy. Funds saved for a priority may be used to supply or feed the need for these substances. These are just a...
Words: 287 - Pages: 2
...An analysis of the repositioning of the “BMW Mini” brand C. Simms and P Trott . Business School, University of Portsmouth, Portsmouth, UK Downloaded by Myongji University At 05:37 14 May 2015 (PT) Abstract Purpose – This paper aims to adopt a consumer behaviour perspective and investigate the extent to which BMW has repositioned the new “Mini”. It builds on a previous paper that explored perceptions of the “Mini” brand. Design/methodology/approach – The study adopted a two-stage approach to data collection, consisting of 66 in-depth interviews with a cross section of important stakeholders with high brand awareness and knowledge. The paper develops a conceptual framework and offers a novel way for firms to consider the effects of their repositioning strategies on consumers perceptions of a brand. Findings – The findings reveal a substantial repositioning of the brand’s functional appeal, moving away from the car’s price as an appeal towards product build quality. Furthermore, the Mini’s symbolic appeal, which is based on its fun and sporty image, has largely remained in place. Practical implications – Firms need to recognise the importance of repositioning at both the symbolic and functional level. Originality/value – The paper presents a novel conceptual framework for viewing repositioning strategies and presents evidence of repositioning at both the functional and symbolic level. Keywords Brands, Consumer behaviour, Cars, Brand image Paper type Research paper ...
Words: 10657 - Pages: 43
