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- 1. CELEBRITIPS MEGAN MURGATROYD CATY TURNER CHELSEA DARGUSCH
- 3. CELEBRITIPS โข Brand concept- โCelebritipsโ adding identity and status to bland, everyday item โข Celebrity endorsement- One Direction & Selena Gomez โข Brands are texts- culturally specific โข Using entertainment and creativity to attract consumers โข Reaches targeted market- teenagers aged 12-18 โข Brand concept of of celebrity endorsement differentiates this product from others (Al & Laura Ries theory)
- 4. Film: Bored teenager Voiceover: Are you studying, with his not having much of a boring penโฆ TV is on ball with your in the background, TV regular ballpoint? catches his attention
- 5. Voiceover: NEWโฆ CELEBRITIPS have Film: Crowd of taken the world by screaming fans storm!
- 6. Voiceover: The one reliable pen which all celebrities use!
- 7. Film: Each member of One Direction: Have the band is holding you got a CELEBRITIPS. CELEBRITIP?
- 8. Selena Gomez: I use CELEBRITIPS, what about you?
- 9. Voiceover: Check out our website for special offers, or to order online. Also available at all local newsagents. www.celebritips.com.au
- 10. CELEBRITIPS โข We have attempted to create meaning, where previously none existed โข It is through the cultural understanding of the popularity and fame associated with our selected celebrities that the โCelebritipsโ pens will be targeted at the age group of 12-18 year olds โข By giving the pen a brand name, we have created a product based on meaning, rather than quality โข Fame is associated with the carefree, rich and glamorous lifestyle that every teenage girl dreams about. With this product, she can feel like a celebrity too by using the same brand of pen that the members of One Direction use! โข Through this advertisement, the pen itself has been placed into a โcelebrity contextโ, through using the celebrity endorsement technique consumers are likely to interpret the pen as a โmust haveโ
Editor's Notes
- Our ad will begin with an everyday teenager, who is studying with the TV on in the background. This is aimed to reach our 8-18 years old target market, where the teenager is bored with his stationery and ultimately his pen. During the teenagers bored state, the TV will catch his attention, which will be the CELEBRITIP ad. In this scene the voiceover will be asking the witty question โAre you not having much of a ball with your regular ballpoint?โ
- The ad will then switch over to what is playing on the TV, which will be a crowd of screaming fans having to be held back by a bodyguard. Which is automatically linking the CELEBRITIP brand with the product. In this scene, the voiceover will be making the statement, which will aim to draw in the audience, โnew CELEBRITIPS have taken the world by storm!โ
- The ad will make a witty scene change, where usually itโs a celebrity that the crowd of fans would be screaming for but instead its CELEBRITIPS. In this scene the voiceover will be making a plug for the product stating โthe one reliable pen which all celebrities use!โ
- Using the concept of Celebrity Endorsement, One Direction, which is the latest boy band for our target market, will be featured, where each of them make the simple yet effective statement of, โHave you got a CELEBRITIP?โ
- Selena Gomez will also be featured in the ad for many of the same reasons as One Direction. She will be making the linking statement of โI use CELEBRITIPS, what about you?โ This statement subtly influences the audience to buy the product in order to be like Selena Gomez.
- Finally, to conclude our ad there will be a final picture of the pens, with the voiceover stating โCheck out our website for special offers, or to order online. Also available at all local newsagents.โ