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On the Celebrity Effect
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Posted On :
Sep-16-2011
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Article Word Count :
557
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Celebrity effect has been widely used. But the tactic is a two-blade sword. Thus, when one is about to have an application of the approach, he or she ought to make a meticulous study.
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In our day and age, we are able to have a sight of ads whenever we open the TV or the magazine. And the tactic of using celebrity to promote goods have also been applied in great scale. A certain kind of product may ask scores of legendary people to be its spokespersons. On the other hand, there is as well the likelihood that a notorious individual is the spokesperson of many sorts of products at the same time. In order to have a better talk on the celebrity effect, we have to make a description of it. Then what is the meaning of the term? The full exploitation of the famous person's fame and charm in the public in order to improve the public image of the products is called the celebrity effect. In the course, the individuals might be attracted and tempted to pay money for the goods. When the tactic is made use of to the largest extent, both sides are able to get benefits from it respectively. It is a double-win tactic for both sides. However, because of the famous person's high attention in the public, the shift of the public figure's image might as well have great effect on the goods. So to speak, the use of public figure in ad possibly will have harmful effect on the products as well.
Here are several unpleasant effects of the celebrity effect. First, the image of goods could be diluted by the aura of the big figure. A report by an American scholar said that the persons might have a better appreciation of the the feature of products when with no involvement of the big shot. And things will turn out to be poorer when there is no necessary connection between the famous person and the goods.
Second, the quality of the famous person may possibly not be in correspondence with attribute of the products they are speaking for. Or their features are totally in the discrete condition. If the products and the famous person can not go with harmoniously, then the trust crisis will come to the products. They will form a vision in their minds that the celebrity is doing the fake promotion. And once the individuals no longer share confidence to the ad, both the big shot and the goods will go through a great failure.
The third one is that if a certain product takes a celebrity as its representative, it will have to go through the sunny and rainy days with the famous person mutually. When the celeb is on his or her soaring way, it surely can greatly enhanced the image of products. But when things come to the opposite side, the image of the products will go through a great failure. As the the rise and fall of the celebrity can not be foretold, the application of this tactic is of great risk. So to speak, it is a strategy that needs thorough and thorough consideration. Here is an example from Asics. In 1985, the brand name had a stunning cooperation with the basketball giant Michael Jordan. It was so victorious that both parts had gained a great benefits from it. However, the brand name's cooperation with the giant in golf may not be so successful as the former one due to the scandal.
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Article Source :
http://www.articleseen.com/Article_On the Celebrity Effect_82557.aspx
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Author Resource :
Asics running shoes has enjoyed great reputation in the shoe field. Asics gel-kayano 17 is deeply influenced by the celebrity effect.
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Keywords :
buy shoes au,
Category :
Travel and Leisure
:
Aviation
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