Spokesperson for TCNJ
The College of New Jersey (TCNJ) it is a highly respected college, therefore when hiring a celebrity to be an endorser it is also important to choose a celebrity who possesses the characteristics of an ideal role model because those are traits that are highly valued by TCNJ. Those characteristics include a high level of interest in education, successful career, being actively involved in charitable events, and a positive reputation. It is also important that they be likeable and appeal to prospective students and their parents. Those criteria outline a perfect contender to be a spokesperson for The College of New Jersey. Emma Watson would be a great candidate because she fully embodies those traits and they are evident in her personal life along with her work as an actress.
Having a spokesperson who values getting education such as Emma Watson would be a perfect match for TCNJ because it is a very reliable institution when it comes to academics. Also, it has the reputation of holding its students to very high standards. Before moving to United States Watson attended and excelled at an independent preparatory school in Oxford, England. From there she enrolled at the American Ivy School, Brown University. Although some might argue that Watson is just another college dropout movie star because she left Brown University to finish filming the Harry Potter series. However, after filming was over she returned to Brown and graduated. In an interview with Vogue magazine when asked about her education she responded by saying, “I’ve been fighting so hard to have an education…” (Foreman). It is evident through her efforts to finish college and her success as a student that education is very important to her. Because the students that apply to TCNJ care deeply about their education it is important that the spokesperson value it as well. Emma Watson feels very strongly about her education, which is why she would be a great endorser for TCNJ.
Secondly, Emma Waston would make a great spokesperson due to her achievements because students are looking to attend TCNJ in hopes of jump starting their careers and becoming successful. Likewise, TCNJ makes every effort to ensure that students have a job upon graduation. In hiring a spokesperson for TCNJ it is vital that they be successful so it will reflect well on the college. An actress like Emma Watson would be an ideal choice because of her success in not only acting but in the fashion world as well. Emma Watson played Hermione Granger in the popular and very well-known movie series, Harry Potter. Year after year the Watson, along with the other cast members were nominated and won countless awards. She was also recognized for her success as an individual actress after winning multiple awards at the Academy Awards, Teen Choice Awards, and MTV awards. Apart from her achievements as an actress, Watson showed how successful she can be when she got involved in the fashion world as well. Watson worked with the company People Tree in designing organic clothes. In a recent interview with Vogue Watson claimed that she was “doing twelve-hour days on Harry Potter and then coming home to work two more hours, sizing and cutting designs”(Foreman). It is evident through her acting career and accomplishments in the fashion world that Emma Watson is a successful woman. Therefore, she would be a wonderful spokesperson to represent TCNJ because success is highly valued by potential students, their parents, as well as TCNJ.
Thirdly, being a charitable person is a quality that is held by TCNJ students and is a characteristic betrayed by Emma Watson as well. Being charitable is not only a great trait because it reflect an individual’s good morals, but also in order to graduate from TCNJ each student must participate in at least eight hours of community service. According to the article, Exploring the Relationship Between Celebrity Endorser Effects and Advertising Effectiveness. “Matching the dominant traits of specific celebrities to specific products’ attributes improves advertising effectiveness” (Batra & Homer 2004). Because of Emma Watsons involvement with charity she would be an ideal choice because that particular characteristic matches well with that of TCNJ. Along with her donating to multiple foundations, Watson is particularly involved with raising money for the African charity CAMFED. Watson collaborated with artist Mark Demstreader to create beautiful paintings for an exhibition displayed in London’s Panter, where the money raised will benefit women’s education in sub-Sahara. If the celebrity who is endorsing the college is very charitable it shows that that is highly valued at TCNJ and is a quality that represents TCNJ’s students. Emma Watson feels strongly about charity work which is another reason as to why she would make an excellent choice as a spokesperson for TCNJ.
Also the celebrity endorsing TCNJ, in order to appeal to students and their parents, must have good reputation through the public’s eye. Parents are paying thousands of dollars to send their child to college in hopes that their son or daughter will uphold a good reputation. With that said it is very important that the famous person has and will stay clear of substance abuse and sexual scandals. Emma Watson is a well respect individual in the media. She has no reported uses of drugs or another substance, and has never been involved in any kind of inappropriate scandal. Some may argue that Watson is still viewed as a young child star, and therefore she could potentially in the future be involved in a scandal or attend rehab of some sort. However, so far Watson has maintains a great reputation, which demonstrates her ability to be a great role model. Keeping that in mind, Watson would be an ideal choice to be a spokesperson and to represent TCNJ.
Finally, when selecting a spokesperson to represent TCNJ, it is very important that they be attractive, likeable, and appeals to the target demographics by being relatable as Emma Watson does. Although some may say attractiveness is not a criterion for being a good role model or an effect endorser. However, according to a study done by Joseph W.B., where they observed the “impact of endorser attractiveness on opinion change, product evaluation and other measures of effectiveness” attractive endorsers have a more positive impact on the products they endorse, in this case TCNJ, than less attractive endorsers (Joseph W.B 1982 ). Emma Watson was ranked number 2 in 2010 as having one of the most beautiful famous faces by "The Annual Independent Critics List of the 100 Most Beautiful Famous Faces From Around the World." Therefore, it is evident that Watson is viewed by the public as an attractive woman. Also because of the rave reviews she received through her role in the Harry Potter series, it is safe to assume that she is a likeable celebrity In addition to her likeability, Watson is 22 years old and fresh out of college, therefore she is very relatable to college students because she was not too long ago in their shoes. With that said, Watson would be a great spokesperson for TCNJ because she is attractive, likeable, and relatable.
In order to conduct an efficient advertisement for TCNJ the celebrity chosen would have to represent an ideal role model in order to appeal to prosperous students, and their parents. Based off of the traits valued most by the target audience, Emma Watson would be a wonderful choice. She is at the age that appeals to the target demographics, and is attractive and likeable celebrity. In addition, she has a high level of education and a successful career, which are qualities that potential students appreciate. Also she is involved with charity work, which is what TCNJ likes to see in its students. Finally, she can be very influential due to the fact that she has a good reputation through the media. Therefore, when hiring a celebrity endorser, Emma Watson would be the best choice.
Work Cited
Amos, Clinton, Gary Holmes, and David Strutton. "Exploring the Relationship between Celebrity Endorser Effects and Advertising Effectiveness." (2008): 209-17. Print.
Batra, R. & Homer, P. (2004) The situational impact of brand image beliefs. Journal of Consumer Psychology, 14(3), pp. 318–330.
Foreman, Amanda. "Emma Watson's New Day." Vogue June 2011. Print.
Joseph, W.B. (1982) The Credibility of Physically Attractive Communicators: a review.
Journal of Advertising, 11(3), pp. 15–25.
