1. THE USE OF CELEBRITIES IN BRAZILIAN
PUBLICITY MARKET
Author: Arthur Geron Gonçalves Dias
Advisor Dr. Eliane Cristine Francisco Maffezzolli
Program: Marketing
School: Escola de Negócios - CCSA
Financiador

2. • In 2014, it was invested R$121 billions in publicity in Brazil;
• A celebrity endorsement is an investment to use a famous
person attribute
• Famous people who appeared in advertisements growths
the brand value, increase the ad appeal, increase brand
recall, besides other benefits;
• The endorsers are used to persuade the consumers;
• There are some disadvantages, credibility decreases,
manipulation, lower purchase intention, activities changes
and life stages.
INTRODUCTION

3. RESEARCH QUESTION
What is the pattern of celebrity use in advertising, considering the
promotional materials from 2014, of the biggest advertising spenders
in the Brazilian market?

4. OBJECTIVES
• The main objective is:
– To investigate the existence of a pattern about the use of celebrities
in advertising communications
• Secondary objectives are:
a) To investigate and define celebrity endorserment dimensions;
b) To investigate the pattern of Brazilian advertising considering the
biggest spenders.

5. Literature
Celebrity endorserment is the usage of a famous and recognizable person to
endorse a product or service, because of his or her characteristics and
associate them with the brand or products
Main dimensions (adapted from TEARS Model [SHIMP, 2009]):
Trustworthiness (ROY, 2014), (BELCH; BELCH, 2008) and (SHIMP, 2009)
Expertise (KOTLER; KELLER, 2006) and (OHANIAN, 1990)
Physical attractiveness (SHIMP, 2009), (CELEBRITY DBI, 2015), (OHANIAN,
1990)
Aspiration (CELEBRITY DBI, 2015)
Character (MCCROSKEY, 1969)
Influence (BLACKWELL; MINIARD; ENGEL 2005), (CELEBRITY DBI, 2015)
Leadership (CELEBRITY DBI, 2015)

6. METHODOLOGY
• Which companies should be part of the study?
• Companies who had invested more money in advertising
campaings in 2014. (IBOPE, 2014);
• Avaliable campaing in the companies website, advertising
websites and advertising institutes;
• It was analyzed 115 cases and 48 celebrities.

7. METHODOLOGY
• It was used content analysis;
Trustworthiness: 1) How many brands does the celebrity endorse? 2) Was the celebrity
involved in some scandal?
Expertise: 3) Does the celebrity have a college diploma? 4) Does the celebrity work or have
worked at least 10 years in his or her reference job?
Physical attractiveness: 5) Was the celebrity the cover of a beauty magazine? 6) Was the
celebrity the cover of a fashion magazine?
Aspiration: 7) Does the celebrity make any kind of donation to a social and / or
environmental institution? 8) Is the celebrity owner of a social and / or environmental
institution?
Character: 9) Does the celebrity live abroad? 10) Is the celebrity owner of private
sector company?
Influence : 11) How many followers does the celebrity have on Facebook?
Leadership: 12) Does the celebrity work in a large company? 13) Is the celebrity a
social and humanitarian reference?

8. METHODOLOGY
1. Rafael Infante 10.4
2. Rai 5.2
3. Rubens Barrichello 5.2
4. Almir Sater 4.3
5. Felipão 4.3
6. Paula Fernandes 4.3
7. Ana Hickmann 3.5
8. Tatá Werneck 3.5
9. David Luiz 2.6
10. Deborah Secco 2.6
11. Mike Tyson 2.6
12. Nalbert 2.6
13. Serginho 2.6
14. Tiê 2.6
15. Bernard 1.7
16. DJ Marky 1.7
17. Fernando Fernandes1.7
18. Hulk 1.7
19. Karol Conka 1.7
20. KondZilla 1.7
21. Léo Moura 1.7
22. Marcus Majella 1.7
23. Maria Fernanda Candido
1.7
24. Mariana Rios 1.7
25. Maurren Maggi 1.7
26. Pelé 1.7
27. Ronaldo 1.7
28. Ronisson Brandão 1.7
29. Virna 1.7
30. Zezé Motta 1.7
31. Luigi Barricelli 0.9
32. Bel Marques 0.9
33. Durval Lelys 0.9
34. Felipe Lozinsky 0.9
35. Grazi Massafera 0.9
36. Luan Santana 0.9
37. Mario Fischetti 0.9
38. Mateus Solano 0.9
39. Murilo Couto 0.9
40. Neymar 0.9
41. Perry Farrell 0.9
42. Pete Tha Zouk 0.9
43. Rafael Nadal 0.9
44. Robert Scheidt 0.9
45. Sheron Menezzes 0.9
46. Thaila Ayala 0.9
47. tiNI 0.9
48. Gustavo Rozenthal 0.9
• The celebrities appearance ranking

9. FINDINGS
94%
65%
33%
85%
82%
62%
79%
66%
64%
97%
6%
35%
67%
15%
18%
38%
21%
34%
36%
3%
No yes
Is the celebrity owner of a social and / or
environmental institution?
Is the celebrity a social and humanitarian
reference?
Does the celebrity work in a large company?
Is the celebrity owner of private sector
company?
Does the celebrity make any kind of donation to a
social and / or environmental institution?
Was the celebrity the cover of a fashion
magazine?
Was the celebrity the cover of a beauty
magazine?
Does the celebrity work or have worked at
least 10 years in his or her reference job?
Does the celebrity have a college diploma?
Was the celebrity involved in some scandal?
Celebrity Characteristics Summary

10. FINDINGS
• Masculine = 69,6%
• Feminine = 30,4%
0%0% 31% 29% 12% 6% 5% 3% 3%
What is the celebrity age range?
Less or equal to 10 year old Between 11 and 20 years old Between 21 and 30 years old
Between 31 and 40 years old Between 41 and 50 years old Between 51 and 60 years old
Between 61 and 70 years old Greater or equal to 71 years old Not found

11. FINDINGS
38% 29% 19% 9% 5%
How many brands does the celebrity endorse?
1 ou 2
3 ou 4
5 ou 6
7 ou 8
Greater or equal to 9
62%

12. DISCUSSION
• 62% of 48 celebrities are endorsers of at least three brands;
• CLUSTER
• FIFA World Cup impact;
• Celebrities’ expertise;
• Low level of physical attractiveness ?!

13. • 8 of 10 major publicity investors used the endorsement strategy;
• Half of the brands choose sports celebrities (opportunity context);
• The high number of brands endorsed by the same celebrity / the lack
of celebrity endorsement exclusivity ; This is against what the
literature suggest about the efficiency of this strategy;
• Are we in a criativity crisis or it is just fashion?
• Next research questions:
– How do consumers perceive and associate all the endorsed brands by the
same celebrity?
– How do companies can really measure the efficiency of this communication
strategy?
CONCLUSION

14. Acknowledgments
Financiador
• My family;
• Professor Eliane Cristine Francisco Maffezzolli;
• Marketing program coordinator, Professor Miriam
Stolses Mazo;
• Former business professor at PUCPR, Maria Alexandra
Cunha.