I am a blog dedicated to the art of advertising. I believe in advertising that will one day surpass human involvement and take a direction towards a more technological stand point. Since its conception, Advertisement has undergone evolution as well as Darwinism. We've gone from speech, to radio, to television and we are not nearing the end of this advancement anytime soon. With that said, it's foolish to think celebrities are the everlasting key to endorsement success. Many unnecessary liability risks are at play when entrusting an everyday person with your name and image. For that reason, I wholeheartedly believe that celebrities need to stick to what they do best and construct their own public image, focusing on themselves rather than profits.
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References
References
Dens, N., Pelsmacker, P., & Janssens, W. (2009). Effects of Scarcely Dressed Models in Advertising on Body Esteem for Belgian Men and Women. Sex Roles, 60(5-6), 366-378. doi:10.1007/s11199-008-9541-0
Gutierrez, J. C. (2017, August 31). Technology Has Changed Advertising Forever. Retrieved from https://www.huffingtonpost.com/entry/technology-has-changed-advertising-forever_us_599c64d4e4b09dbe86ea3764
How Influential Are Celebrities? (Updated). (2014, July 30). Retrieved from https://www.marketingcharts.com/television-38018
Kumar, V., & Gupta, S. (2016). Conceptualizing the Evolution and Future of Advertising. Journal of Advertising, 45(3), 302-317. doi:10.1080/00913367.2016.1199335
Lasquite, M. (2015, November 11). 10 Commonly Used Techniques in Visual Advertising. Retrieved March 24, 2018, from http://blog.visme.co/visual-advertising-techniques/
Piedfort, M. (2018, February 08). 12 Bad Ads and Marketing Failures to Learn What Not to Do. Retrieved March 24, 2018, from https://www.workzone.com/blog/bad-ads/
Six Celebrity Endorsements Gone Bad. (2013, May 29). Retrieved from https://www.wsj.com/video/six-celebrity-endorsements-gone-bad/AE3AA9CF-9F03-45CB-866A-94EB7629B200.html
The Advantages and Disadvantages of Celebrity Endorsements. (2015, October 19). Retrieved April 07, 2018, from http://frog-dog.com/the-advantages-and-disadvantages-of-celebrity-endorsements/
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A counter-argument to my belief is that celebrity endorsements help company’s who are struggling build a bond with a spectrum of people and give their product an identity. Fors instance, according to frog-dog.com, ads featuring celebrities help viewers to remember that ad better and give the product that ‘super-star status’ they claim to achieve. Not only that, but a well-selected celebrity can cause a brand to expand past there initial demographic and send a whole new targeted audience flocking for their product. (The Advantages and Disadvantages, 2015)
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This video depicts several instances of bad celebrity endorsement strategies that ended in a major loss both in reputation and costs! (Six Celebrity Endorsements Gone Bad, 2013)
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To tie into my previous post, Zuckerberg states that each person over their lifetime effectively creates their own brand for themselves. For some persons, specifically impersonators, this can work wonders for what they do. However, the vast majority of America, and the world even, follow their celebrities blindly. If we continue to encourage drinking sodas and wearing brands they do then we are promoting a false identity for these poor souls. People will follow their idols blindly, that’s a given, but they need to follow the true person’s belief, not the ones they are being paid to believe in! (Dens, Pelsmacker, & Janssens, 2009)
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Think about what people are doing on Facebook today. They're keeping up with their friends and family, but they're also building an image and identity for themselves, which in a sense is their brand...
Mark Zuckerberg
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Displayed above is an image of Mitchell Reichgut, CEO of Jun Group. Reichgut’s company specializes in online ads and revenue. His team of analysists review hundreds of thousands of days and puts together algorithms to make viewers experience with their ads more relatable and personal, ultimately leading to more sales and customers.The ‘Jun’ in Jun Group means ‘trust’. Celebrity endorsements can be effective, but also devastating. The only that allows an outlook of success is the trust a producer puts into their celebrity of choice. Reichgut’s success has led his company to build strong relationships with big-name brands. His strategy has already proven effective and trusted by many. If the success continues to develop there could be countless trustworthy advertising methods and products accessible at any given time right in our own households! (Gutierrez, 2017)
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Celebrity endorsements have been around for some time now, with little evidence to support its effectiveness. This chart, although dated, was created by Ace Metrix which is an advertising analytics company based in California. Through their self-analysis and over a year of study and research, they ultimately concluded that use of celebrities in commercials are typically a waste of resources and time that cause the commercial to become even less popular than if it was designed as a typical one. In their research, they state that the Superbowl is one of the only events where celebrity appearances proved effective. A major point that stuck out to me is the low levels of relevance and desire. It appears that as companies focus on gaining public approval they often lose sight of what it is they are advertising and why. When blinded by greed it’s obvious why people had forgotten their primary goal. Hopefully, as time goes on we can adapt to the current generation and allow technology, an undistracted mind, to be our brain of operations that has one determined goal; to never stray far from the objective. (How Influential are Celebrities? (updated), 2014)
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Influence marketing and celebrity endorsement go hand-in-hand. Now, at first glance, both approaches could be effective if the target of influence is reputable enough to uphold the reputation a company is looking for. Nowadays celebrities have connections to a wide array of age groupings ranging from approximately six to sixty years old. This spectrum is a blessing and a curse, although greed usually conceals the curse side of things. As many who view my blog know, it’s just as easy (If not easier) to lose an endorsement as it is to gain one. Once a mistake is made it becomes hard to ever bounce back, potentially losing the once loyal fan-base that represents a large margin of today’s society!
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The advance of technology is based on making it fit in so that you don't really even notice it, so it's part of everyday life.
Bill Gates
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The Superbowl is by far one of the most viewed American television events. Aside from the millions in cash the players make while in the game (Not from endorsements mind you), there are also the big name businesses that buy advertising time between game times in an attempt to get their brand out there by means of comedy, logistics, and empathy. The collage above shows a few popular ads during the event. The outcome of this event has led to immense profit gains for the companies. The best part is that someone didn’t have to sell their soul away to make it happen! The celebrities involved were a momentary face, nothing labels them as under control by the companies they support. This allows for swift profit and much smaller loss if things go awry. Not to mention this was all done over visual broadcasting! Much less is able to go wrong when technology is involved. (Kumar & Gupta, 2016)
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This man is worth $48 million; much of that is from endorsements. This image is literal and a bit symbolic. The ads circle around him, essentially creating a shielded income and name. If that shield breaks his defenses fall and he’s once again left to fend for himself to rebuild his reputation because that shield may never come back. While the numbers and logos around him are tantalizing and flashy, the long-term effects include symptoms such as inflated ego, possible mental breakdown, and loss of millions. Yikes!! (Piedfort, 2018) (Lasquite, 2015)
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Let’s not forget the man, the myth, the legend; Ryan Lochte. This man has shown us single-handedly how easy it can be to lose all the endorsements you gain because of a foolish action. He’s a more recent example that ranks amongst the most notorious. For those that don’t know, he was once sponsored by a number of brands, including speedo, due to his involvement in Olympic swimming! However, he and a few buddies had a drunken afternoon and got involved in a handful of catastrophe. Ultimately, it ended in them all being held accountable for hundreds in damages at a gas station bathroom and a story that supposedly had them all held at gunpoint in the back of a taxi! It all turned out to be fake news they conspired for reputation and fame. Thanks to Lochte’s misdeeds he has since been dropped by all of his brand endorsements. Nevertheless, some company felt sorry for the Olympic figure and hoped that they could rebuild his image. Lochte is no longer sponsored by speedo, but at least he has Pine Bro’s Softish Throat Relief’s endorsement to keep him afloat! (Piedfort, 2018)
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Advertising is not an art form, it's a medium for information, a message for a single purpose: to sell.
Ogilvy and Mather (1948)
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