Celebrity endorsements can have a significant impact on youth culture in Pakistan. Celebrities are widely viewed as role models, so seeing them promote certain lifestyles or products influences young people to emulate them. This has introduced Western culture and undermined some traditional Pakistani values. Youth have become more focused on appearance, materialism, and are celebrating foreign holidays due to celebrity influence. While celebrity endorsements are an effective advertising technique, marketers must consider how promotions might negatively shape culture and behavior.

2. Impact of Celebrity
Endorsement
on youth

3. Submitted To:
Mr. Omer Zia

4. Submitted By:
Arslan Yameen
Roll No 3014

5. Submitted By:
Zeeshan Ahmad
Roll No 3032

6. Submitted By:
M Azam Sidddque
Roll No 3040

7. Informative
The word informative means to provide the
useful and interesting information to a
person, group or audience.
Our aim to provide the accurate and relevant
information to our listener which the asks us.

8. “A sign of a celebrity is that his name is
often worth more than his services.”
Daniel J Boorstin
Aristotle said
, “Beauty is a greater recommendation than
any letter of introduction

9. Definition of Celebrities
“Celebrity” refers to an individual who is known
to the public, such as actors, sport
persons, entertainers and others of the like for his
or her achievement in areas other than that of the
product class endorsed.
“A celebrity is a person who is widely recognized
in a society”.

15. Actors (Moammar Rana, Shan, Ali Zafer )
Models (Shahista Lodhi, Mahira Khan,Faisal Suresh)
Sports athletes (Shahid Afridi, Wasim Akram )
Pop Stars ( Atif Aslam, Ali Azmat)
Businessmen (Malik Riaz,)
Politicians (Sheikh Rashid, Atiqa Audo)
Fictional celebrities (Uncle Sargam,Ool Jalool,Bankey Mia)

16. What is celebrity endorsement ?
Celebrity endorsement occurs when an individuals
who enjoys public recognition and who uses this
recognition on behalf of a consumer good by
appearing with it in an advertisement .

17. Celebrities like movie actors, television stars, and
famous athletes are widely used in television
advertisements to influence consumers' brand
choice behavior.
Advertisers try to establish a link between their
brands and a desirable image or lifestyle of a
celebrity.

19. Motives behind Endorsement by Celebrities.
Helps to position and re-position existing brands.
Brings global awareness to a brand and brand recall.
Contributes extensive PR advantage and opportunities for brands.
Famous personalities are a major influence for our lifestyles.
To push the demand of the product
To bring the reliability and retention of the product.
To refresh the brand image.

20. WHY ENDORSEMENT BY
CELEBRITY IS GAINING IMPORTANCE
About a decade ago, one in three television commercials used
celebrity’s endorsements, and today this advertising approach
appeared to be on the increase across all media types. It was
found that celebrities are featured in 15% of the prime-time
television commercials

21. Pakistani and Indians like to associate themselves with their icons.
Brand Ambassadors became attention grabber.
The trick of the company.
They motivate consumers to purchase.
They increase awareness.
They create positive feelings towards brands, connect user to brand

22. Types of Celebrity Endorsements
As themselves
They advertise the product and promote it with their name.
As actors
They act as a different character in the advertisement.
Voice Over
They don’t appear in the ad but lend their voice.
Testimonials
They share their own experiences of using that product

24. Pros of Celebrity Endorsement
1.
2.
3.
4.
5.
6.
Builds Trust and Credibility for brand
Helps Personify your brand
Celebrity as a persuasive source
Increase the sale
Strong impact on learning style and memory
Underpin global campaigns

25. Cons of Celebrity Endorsement
1.
2.
3.
4.
5.
6.
7.
Celebrity Endorse one brand and using another
Overshadowing
Irresponsible Advertisement
Celebrity scandal influence on brand image
Conflicting image
Mismatch between the celebrity and the image of the brand
Stunt Ads

26. Celebrity endorsement can create a buzz and make a
consumer feel better about the product but it can not itself
guarantee sales.
People start copying heroes and heroines, their style, their
way of living and their talks thinking them. Movies are
spoiling the living style and fashion style. If a fan sees his
favorite actor or actress smoking or drinking as a part of
them the fan also starts doing it.

28. Advertisement & Celebrity Endorsement
Celebrity endorsement today is the ultimate and ideal promotional
strategy for marketers as the consumers get attracted towards those
brands that reflect their inner lives, values, beliefs and most
importantly their desires. Consumers want to improve their self
image by opting for those brands which have relevant meanings to
their self-concept.
Every Advertisement aims to create awareness and arouse
interest in the minds of customers. To do so advertisers employ
several of marketing techniques.

29. Celebrity Endorsement is one of these power tools by which
advertisers try to leverage the image and identification of the
celebrity to promote a product or company (Atkin & Block,
1983).
This
not
only
makes
the
adv`ertisement
lively, attractive, interesting, but attention getting as well
(Ohanian 1991, Kamins 1990).
So happens because audience takes the celebrity as a role model
and in turn these celebrities impact their lives

31. Impact on Pakistani culture
Pakistan is one of those developing countries which are suffering
from western culture due to foreign and private channels on satellite
or cable network.

32. Due to increase and explosive growth of cable & satellite
transmissions, affects the youth of Pakistan especially by
changing their thoughts, minds, beliefs, cultural values and daily
life style.
Our youth become weight conscious as well as having perfect body
shape due to media influence. Indian culture, are getting popularity
due to cable television transmission which promote the modern way
of life

33. Majority of the people admitted that they follow Hindu traditions
in marriages, start celebrating Valentine’s Day, and Holly, with
Pakistani norms and traditions
Most of us having opinion that ostentation & lavish life style
presented in soaps & dramas are dragging them away from
austerity & contented life style and invoking with in them status
consciousness by engraving the race of materialism in their minds

35. It is general observation that people follow the celebrities shown in
media. They start idealizing and seem them as role models. Fashion
and style introduced through celebrities is considered as latest and
advanced in our society.

36. The Indian dramas & films have frequent and intensive negative
impact on our social, cultural, religious beliefs and values of
Pakistani youth. We all are accepting it. The effects are clearly
visible on lifestyles, food, dressing, language, traditional
celebrations and religion. When we look around us, find fashion
every where, girls or boys wearing fashionable clothes, sitting
together, fully makeup, stylish hair cuts etc.

37. Impacts of Television & Films
Television has a wide range of good and bad effects especially on growing
youth and children. There are many important uses of television in children
such as quiz programmed and sports channels to improve the General
Knowledge and physical skills of growing children so television plays a
major role in the development of electronic media

38. In many films, stunts are being performed, the teenagers try to copy such
stunts on their bikes and cars which many a times lead to severe accidents.
Also now abuses are so common in almost all the films that even a kid of
10 years is able to speak such abusive language knowingly or
unknowingly.

40. Movies nowadays leave a great impact on the minds of people. The
effect of cinema on youth can be easily observed. Not only its effect
can be seen on the elders of rural and urban areas but on the
children as well.
Knowingly or unknowingly the films molds the youth of today in
one way or the other and effect of cinema on youth can be seen
widely. Even the youngsters in rural areas are so much affected by
the movies, that they place the heroes of the film in a very
integrated part of their minds. They try to change their lifestyle
according to the films, starting from hairstyle, clothes, dialogues
and so on.

42. The people start imagining themselves in the story lines of those films. Girls and
boys, especially in the age of 5-21, are the easiest preys. The dialogues, the
dressing style of the actor becomes the latest trend for the youngsters. They try to
imitate what all goes in films and without understanding that some part of it might
leave a negative impression on them.