...exercise is undoubtedly important to living a healthy life, but it is more important to know that the perfect body cannot and does not exist. Every person is unique and “healthy” does not necessarily mean stick skinny or big muscles. The idea of a perfect body is the result of over exaggerated media and the all important sports world. Through the influence of sports and media, the desire of an ideal body type has become one of the main concerns in a majority of our population and is severely damaging this majority’s physical and mental health. As a multibillion dollar business, it is hard to ignore the fact that sports are really important in today’s society (Sissoko). Sports bring people together and for years have been an excellent source of entertainment. Events are full of “moment-by-moment excitement”, filled with the adrenaline that most people just can’t get enough of. With the business of this all important sport’s world, although, comes the controversy of using illegal drugs. To some athletes, not only professional, the need for a better body to perform at greater capacities has become more important than their ethics and morals. Athletes are role models for people of all ages and seeing them throw away everything that is right, for a better game, a win, or for the body that gets them there is part of the problem we face. The male athletes, who seek out instant results, are the ones who have lead to eating disorders and other harmful habits. These athletes’ strive for...
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...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...
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...released there latest figures reviling UK women are the fattest in Europe. Obesity rates have been on a slow climb for the last 10 years which is why it has become one of the NHS main focuses. According BBC health, “Obesity is caused by two simple factors - an unhealthy diet (typically too rich in sugar and fats and not enough fibre and carbohydrate) and not doing enough exercise to burn off the calories consumed.” In 2009, 16% of boys aged 2 to 15, and 15% of girls were classed as obese between the ages of 2-15 The Health and Social Care Information Centre. This large percentage of obesity amongst children needs to be addressed before it become out of hand acceptable in society. David Cameron announced earlier this year that obesity costs the NHS £4 billion a year and that is looking to grow. This issue does need to be tackled to stop the growth of obesity not only to save money but lives too. This essay will be outline Tesco’s ‘great school run’ and the NHS ‘get fit with the Olympics’ campaigns to encourage people to become more active and analyse how they communicate with their publics differently in striving for the same result. It will also look at the similarities and differences applying different theories to each of the campaigns to come to the conclusions of their overall effectiveness. With participation in sport dropping between 2009 and 2010 (Mintel) and obesity levels growing, changes need to be made in people habits in participating in sport and eating healthy...
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...Celebrity Advertising: Literature Review and Propositions Peter Yannopoulos* In this paper we review several studies in the area of celebrity advertising. Topics include, why companies use celebrity advertising, achieving the right fit between the brand and the celebrity, the use of athletes as spokespeople, financial considerations of celebrity advertising, and potential risks of celebrity advertising. Next, we develop several propositions and discuss the conclusions and managerial implications of the research. Field of research: Celebrity advertising, Celebrity endorsers, Sponsorship, Celebrity spokespeople 1. Introduction A celebrity endorser is “an individual who is known to the public (actor, sports figure, entertainer, etc) for his or her achievements in areas other than that of the product class endorsed” (Friedman & Friedman 1979). Sponsorship is defined as “providing support for and associating the organization‟s name with events, programs, or even people such as athletes or teams” (Peter & Donnelly 2006). Corporations have chosen both sponsorship and celebrity endorsement as means to increase exposure and brand awareness, as well as reposition their products. The terms celebrity endorsement and sponsorship will be used interchangeably in this report. It has been estimated that about 10% of the dollars spent on television advertising are used in celebrity endorsement advertisements (Agrawal & Kamakura 1995). Because of its importance, it is imperative for managers...
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...Professional athletes should be more aware of their actions because of their celebrity status making them role models for children. With all the media surroundind athletes in every aspect of their lives, one would think they would want to be more aware of their actions, role models or not. If an athlete gets a speeding ticket, everyone knows. If an athlete has an affair, everyone knows. I am not saying athletes should be perfect, because no one is. I am just saying they should think a little more about what they do because children look up to them more often than not. This is evident in the amount of sports posters, pennants, and clothing that are for sale everywhere. Just look on the walls of most children's bedrooms and you are bound to find at least one sports figure on their walls. For instance as long as there have been professional sports ahildren have idolized athletes, just remember the baseball card collections and how collectable they were and still are today. There are more than just baseball cards now. The card collections have grown to include all sports like football, basketball, hockey and even soccer. Some of these cards are worth more than some homes. The children who collect these items may trade them for ones they dont have and keep them safer than anything else they own. Some children may just want the cards of their favorite athlete, not worrying about the monetary value of the card, just the value it holds for them. The fact that the card is...
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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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...The Swiss Luxury Watchmaking Industry A general overview and a closer look at the celebrity endorsement and sponsorship communication strategy used by the leaders. Karine Gautschi January 2005 HEC Lausanne – Hautes Etudes Commerciales, MIM – Master of International Management Thesis Director, MIM: Professor Stéphane Garelli Expert, Omega: Jean-Pascal Perret Table of Contents 1 2 INTRODUCTION .............................................................................................................. 1 LUXURY WATCH INDUSTRY: A SHORT OVERVIEW .................................................. 3 2.1 2.2 3 DEFINITION AND PRICE SEGMENTATION ........................................................................ 3 LUXURY BRANDS AND THEIR POSITIONING ..................................................................... 5 ANALYSIS OF THE LUXURY WATCH INDUSTRY........................................................ 7 3.1 THREAT OF NEW ENTRANTS .......................................................................................... 9 Capital requirement ............................................................................................ 9 Brand recognition ............................................................................................... 9 Distribution........................................................................................................ 15 3.1.1 3.1.2 3.1.3 3.2 BARGAINING POWER OF BUYERS .........................................
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...The Swiss Luxury Watchmaking Industry A general overview and a closer look at the celebrity endorsement and sponsorship communication strategy used by the leaders. Karine Gautschi January 2005 HEC Lausanne – Hautes Etudes Commerciales, MIM – Master of International Management Thesis Director, MIM: Professor Stéphane Garelli Expert, Omega: Jean-Pascal Perret Table of Contents 1 2 INTRODUCTION .............................................................................................................. 1 LUXURY WATCH INDUSTRY: A SHORT OVERVIEW .................................................. 3 2.1 2.2 3 DEFINITION AND PRICE SEGMENTATION ........................................................................ 3 LUXURY BRANDS AND THEIR POSITIONING ..................................................................... 5 ANALYSIS OF THE LUXURY WATCH INDUSTRY........................................................ 7 3.1 THREAT OF NEW ENTRANTS .......................................................................................... 9 Capital requirement ............................................................................................ 9 Brand recognition ............................................................................................... 9 Distribution........................................................................................................ 15 3.1.1 3.1.2 3.1.3 3.2 BARGAINING POWER OF BUYERS .........................................
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...Heroes, Heroines and Celebrities Characteristics of Heroes and Heroines in Popular Culture The characteristics of heroes in popular culture can differ from the usual defined traits of heroes. A hero is generally defined as a person who is brave, intelligent, strong, moralistic, a martyr, fearless in battle, a fighter for a cause or a combination of all of these factors (Defining Heroes and Villians in Literature, Pop Culture and Current Events). Moral examples also are also what describe someone as a hero or heroine, when their deeds exemplify courage and self-sacrifice. Characteristics of Celebrities Celebrities have notoriety for various reasons and circumstances. Celebrities can be persons who possess a prominent profile due to their professions, such as the entertainment field, or being a public figure, while others are sports figures, or may be known because of reality shows. Some are well known simply because they are wealthy, some are known because of their connections to others, while others are famous for just creating attention in the media. Very often celebrities are automatically stereotyped as being wealthy and living a glamorous life. The Cult of Celebrity People are undeniably obsessed with celebrities, and often follow their every move and statement made on Twitter, Facebook, tabloids and entertainment reporting site for example. Celebrity worship in some ways is a reflection of a need or desire for societies to elevate them to a mythical status and...
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...There is not a single definition that will describe culture since it evolves and goes for the same as beauty. Without a doubt, there is no answer to the definition of beauty, yet beauty is heavily involved and, associated in today’s media. Media is likely to have an enormous potent effect to the average man or woman about the criteria of beauty, forcing the definition of beauty to a new height because beauty never stops evolving and tends to play a very important role in the life of young teenagers and adults. Retailer catalogs such as Abercrombie and Fitch and Victoria’s Secret tend to feature airbrushed, scantily clad and altered photos of male and female models. Beauty pageants, fashion shows, the Internet, and movies have swamped the public with two-dimensional pictures of beautiful icons and celebrities. There are even television shows that have joined the delegation, playing a role in the image that it portrays such as Skin Deep, The Swan, and Extreme Makeover. America heavily relies on mass media to play a role in molding Americas view of the definition of beauty and reshaping culture at the same time. In present-day society, with the ever-changing idea that portrays images beauty, people rely on the media to help them find the latest trends on how to look and what to wear to stay “in fashion”. According with Hume (1742), “Beauty is in the eye of the beholder”. Perhaps a more modern-day accurate definition would be, “Beauty is in the eye of the media.” One may say that...
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...Obama give a speech about the progress of a ten-year fiasco in Afghanistan? Neither, in fact they we were gathering together to watch the 2011-2012 Victoria Secret Fashion Show. The sixth floor lounge of Day Hall, here at Syracuse University, was packed with girls ready to watch rail-thin models strut down the runway, as they eat away the pint of Ben & Jerry’s ice cream. Facebook and Twitter had millions of people updating their status about this worldwide-recognized show. Such as, “Not eating for the rest of the week,” “She is not real, how is she so perfect?” or sarcastic comments such as “I’m glad I look exactly like all those Victoria Secret models” (Profitable Objectification). This show is a perfect example of how the media negatively affects our society. Not only does the Victoria Secret Fashion show cause women to question their beauty, but it also instills unrealistic expectations of what women should look like to all the men. The media has a great influence on our view of beauty and has created a false perception of what females should look like. This has made it difficult for anyone that does not fit this ‘ideal’ body to accept themselves the way they are. Celebrities and models have become a representation of the ‘perfect’ body image that our society emulates. The negative affects of media today on our image of beauty are often underestimated; this false perception causes females to feel self conscious and more dissatisfied with their weight and appearance. The...
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...How does celebrity endorsements influence consumer behavior in fast fashion industry? 1. Introduction The fashion industry has come a long way over the past two decades. In the early years, big players such as Marks & Spencer offered a relatively straightforward fashion retail choice. However, with the lower cost of starting a retail outlet, the market has become more crowded since then. So called fast fashion retailers, are by no means the only one who succeeded and grew over the past years. Overall, the fast fashion retailers experienced a greater growth compared to the fashion industry as a whole (Cachon and Swinney, 2011). Such retailers are now ubiquitous and spotting a person on the streets who does not wear at least one fast fashion clothing item is rare. The key point to success lies in their business model; making the trends available to everyone. The rapid global changes have restructured the way fashion retailers do business. In today’s competitive market, using celebrity endorser to promote brands on television is a fairly common practice (Erdogan et al. 2001). Celebrity endorsements is believed to help consumers remember the message of the advertisement and the brand name the celebrity is endorsing. This creates the personality of a brand because when a celebrity is paired with a brand, this image helps shape the image of that brand in the minds of consumers (Argrawal & Kamakura, 1995). Celebrity endorsement is a new strategy in brand selling...
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...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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...over three million views on YouTube. As a company, Nike has set out to have the gear that will make the customer look as nice as they play. Top flight athletes all across the country use their gear, and in this advertisement it showed the likes of Mike Trout, Andrew Luck, and Anthony Davis all wearing Nike apparel playing their own respective sports. Trying to get the audience to buy their athletic gear, this advertisement clearly appeals to those who are interested in athletics and does so through the use of ethos, logos, and pathos. Throughout this advertisement, the audience is taken through a variety of settings and...
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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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