The use of Celebrity in Television Advertising
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Celebrity endorsements can increase brand awareness and sales by capturing attention. The celebrity is seen benefiting from the product, sending the message that consumers will too. There is a relationship between product type and celebrity used - everyday products like insurance and phones typically use domestic celebrities while aspirational products like cosmetics use film stars. Ultimately, the most successful campaigns match the celebrity's image to the brand's appeal and target audience.
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Using Celebrities in Advertising
Celebrity branding or celebrity endorsement is a form of advertising campaign or marketing strategy used by brands, companies, or a non-profit organization which involves celebrities or a well-known person using their social status or their fame to help promote a product, service or even raise awareness on environmental or social matters. Discover more about using Celebrities in Advertising.
About Dennis Toh
Dennis Toh is a Bi-lingual Model Actor who has been featured frequently on Singapore's Media; Print, Radio and Broadcast.
Being a Mass Communications Master Graduate with the Nanyang Technological University, Wee Kim Wee School of Communications & Information, Dennis has a strong passion in the areas of acting, modeling, hosting & producing.
Dennis was one of the Top 12 Singapore Finalists of Singapore Star Search 2001.
As a model, he has represented brand campaigns for Manulife, Dester Beer, Zendic Plus, Singtel, Starhub, Eu Yang Sang, KFC, Redmart, Vitagen, Philips, Wheelock Place and Guinness Stout.
He has recently acted for two mediacorp programmes: A Lonely Fish by Toggle and Babies on Board for Channel 8.
Dennis Toh is also an entrepreneur (Feet Haven Reflexology LLP and The Influencer Network Communications Pte Ltd), a University Lecturer with Curtin Singapore and MDIS, and a Financial Consultant.
He is planning his new book '101 ways to get publicity' and a play titled 'ๆ็็ฑOTโ
Understanding the brand dox
Branding today has moved into everyday life in Western societies and is steadily peaking steam in the developing economies. Its impacts are diverse affecting more sectors than ever before as competition for audiences intensifies. It is no longer a practice limited to companies, universities, charities but even the arts industry now uses branding techniques. The concept is widely while branding is also applied to countries, cities, celebrities and individuals who want to โrebrandโ themselves.
Industry Guide to the Codes and Conventions of Advertising
The radio advertisement uses typical codes and conventions such as celebrity endorsement with Mr. T promoting the Snickers bar. Though little information is given about the product itself due to its popularity, the unexpected phone call dialogue at the beginning captures listeners' attention in an unconventional way for a radio spot. By humorously portraying Mr. T becoming irritable when hungry but then satisfied after eating a Snickers, the ad associates the product with resolving irritability to create an emotional connection with the audience.
Guides to the codes and conventions of advertising
This document provides an overview of 12 common types of advertising and describes each type. It also includes examples of codes and conventions commonly used in television and print ads. Some key types discussed include demonstration ads, problem-solution ads, comparison ads, and testimonial ads. Technical codes like camera techniques, symbolic codes like objects and settings, and written codes like captions are outlined. Conventions around editing, lighting, music, and other production elements are also summarized. The document serves as a guide to understanding different advertising strategies and the typical visual language of ads.
Celebrity endorsement final group2
This document discusses celebrity endorsements and their impact on consumer buying behavior and brands. It finds that celebrity endorsements can increase brand awareness, attention, and recall but the celebrity and brand must be well-matched. While celebrity endorsements provide advantages like credibility and mass appeal, they also carry risks if the celebrity's reputation declines or they do not align well with the brand. The document also analyzes survey results that found consumers associate a celebrity with a brand temporarily more than permanently and rank quality as the top factor influencing repurchases over celebrity endorsements.
LoA
This document discusses theories of consumer needs and how advertisers appeal to those needs. It summarizes Maslow's hierarchy of needs and how advertisers seek to tap into consumers' physiological, safety, love, esteem, and self-actualization needs. It then outlines 15 common lines of appeal used in advertising, such as affiliation, nurturing, achievement, prominence, and escape. Finally, it analyzes persuasive techniques in advertising including humor, repetition, stereotypes, intertextual references, music, and signs conveyed through camera positioning, lighting, and image composition.
Advertising rhetoric
This document defines various techniques used in advertising, including:
- Avante Garde, Bandwagon, Card Stacking, Emotional Word Repetition, Glittering Generalities, Jingle, Plain Folks, Simple Solutions, Slogan, Snob Appeal, Target Audience, Testimonial, Transfer, Weasel Words, and Wit and Humor.
It provides examples for many of the techniques and discusses how advertisers aim to attract consumers by exploiting emotions, popularity, credibility and associations with desirable things. The document also discusses common traits of famous advertising slogans and defines demographics used to identify target audiences.
Wake Up Your Brand
The document provides 7 steps for developing a brand that gets noticed: 1) Know your customers on a deeper level beyond demographics; 2) Let customers get to know you by sharing your personality and interests; 3) Empower employees to represent your brand culture; 4) Optimize your messaging for mobile devices that customers use; 5) Deliver relevant content to customers when and where they need it; 6) Develop a consistent brand image across all campaigns; 7) Let customers help shape your brand image through user-generated content. The overall message is that brands must understand customer needs, build relationships, communicate across preferred platforms, and engage customers to break through advertising noise.
portfolio
Patricia Korbackova is pitching two article ideas and potential partnerships on behalf of luxury skincare brand YASOU and holistic health brand BeHealthfulRetreat.com. For YASOU, she proposes an article listing the skin benefits of ingredients like cucumber, jojoba oil, and grapeseed oil used in their products. She offers to provide samples and DIY tips using these ingredients. For BeHealthfulRetreat, she describes their upcoming conference and brand showcase, and invites the recipient to participate and discuss partnership opportunities to market to their database promoting natural products and holistic health.
Media unit1 updated
Unit 1 Presentation by Caleb Browning discusses BBDO agency and advertising distribution channels. The presentation contains 5 parts: [1] BBDO agency profile including its founders and business model; [2] A print case study on a WPP campaign; [3] Audience research on Snickers ads; [4] Distribution channels such as social media, celebrity endorsements, and the Super Bowl; [5] Legal and ethical issues. Social media engagement was found to reach 27 million people at a low cost for Mars, and celebrity endorsements like a Mr. Bean Snickers ad went viral with over 5 million views. However, older audiences found some print ads intimidating, so adjustments may better target multiple generations.
Iii unit
The document discusses various aspects of developing effective advertising messages, including:
1. It outlines factors to consider when creating an advertising message such as the target audience, media used, and product factors.
2. It discusses different types of rewards buyers seek from products including rational, sensory, social, and ego satisfaction benefits.
3. It provides examples of advertising messages and how they appeal to different types of rewards through result-of-use, product-in-use, and incidental-to-use experiences.
Iii unit
The document discusses various aspects of developing effective advertising messages, including:
1. It outlines factors to consider when creating an advertising message such as the target audience, media used, and product factors.
2. It discusses different types of rewards buyers seek from products including rational, sensory, social, and ego satisfaction benefits.
3. It provides examples of advertising messages that appeal to different types of rewards through result-of-use, product-in-use, and incidental-to-use experiences.
Personal brand isbm workshop
This document provides guidance on building a personal brand. It emphasizes discovering one's strengths and core values. Rules outlined include that brand building takes time and repeated exposure, and should strike a balance of long-term and short-term activities. Finding one's purpose involves understanding what makes one feel most alive and arranging one's life around this ideal. The document provides examples of personal brand pyramids and strategies for communicating one's personal brand on social media.
Cbbe model
The document discusses the Customer-Based Brand Equity (CBBE) model for building a strong brand. [1] The CBBE model is a pyramid with steps to guide brand building, starting with brand salience and awareness, then performance and imagery associations. [2] It continues with customer judgments of the brand based on meaning and responses, followed by desirable feelings toward the brand. [3] The final step is brand resonance, creating an intense, loyal relationship between customers and the brand.
Creativity + Branding
This document summarizes key points from two lecture chapters on creativity and branding in advertising.
The creativity chapter discusses how advertising starts with a client problem and ends with a consumer solution. It examines the Cheetos campaign targeting adults and defines creativity as making a relevant brand-consumer connection. The branding chapter defines branding as strategically planning a brand's identity to gain a positive public image. It outlines various identity elements like name, logo, tagline, and discusses protecting and translating a brand's identity across different cultures.
The briefcase section summarizes Papa John's campaign promoting its new whole-wheat pizza crust. It created a 600-hour crop circle design visible from a nearby airport, generating over 65 million media
Impact of celebrity_endorcement_on_brands
This document discusses celebrity endorsement in advertising and its influence on consumer behavior. It provides context on why brands spend millions on celebrity endorsements and defines different types of endorsers, including celebrities. While celebrity endorsements can boost brand awareness and sales, the effectiveness depends on properly matching the celebrity's image to the brand. The document also reviews literature on celebrity endorsement and its impact on consumer attitudes and purchasing behaviors, especially in the Indian context.
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Industry Guide to the Codes and Conventions of Advertising
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This document provides an overview of key concepts and theories to help analyze Beyonce's star image and representation in her "Formation" music video. It introduces bell hooks' feminist theory of intersectionality and how her work challenges considering gender in relation to race, class, and sex. Richard Dyer's star theory is also summarized, which views stars as constructed commodities that communicate ideology to appeal to audiences. The document poses questions for analyzing how Beyonce's star image has developed over time and how she is represented physically and through lyrics in "Formation" to construct her image and convey possible political messages.
Representation of gender in formation L2
The document discusses representations of gender in Beyoncรฉ's "Formation" music video. It examines how black men and women are portrayed through various shots, costumes, settings and more. It analyzes whether the representations support stereotypes or challenge them by presenting diverse roles. Working-class black women, for example, are represented in ways that could suggest oppression or redefining their culture. The video aims to portray empowered black femininity and dismantle notions of colorism. It also shows black masculinity in less stereotypical ways than mainstream media often does.
Representation of Gender in Formation
This document provides a series of questions about representations of gender in Beyonce's "Formation" music video. It discusses how Beyonce is portrayed, whether the video promotes feminism or the objectification of women, and how her representation may construct her star image. It also introduces David Gauntlett's Identity Theory, which suggests that audiences shape their identities through diverse media representations, and notes how gender is often portrayed as non-binary and fluid in modern media. Students are asked to analyze gender representations in the video, compare it to Lady Gaga and Beyonce's "Telephone," and discuss these representations in relation to bell hooks' feminism theory and Gauntlett's Identity Theory.
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This document summarizes key aspects of bell hooks' feminist theory and critique of Beyoncรฉ. hooks argues that feminism must consider intersectionality and the intertwined relationship of gender, race, and class in perpetuating oppression. She challenges the notion that feminism seeks only to make women equal to men. The document also discusses hooks' analysis of Beyoncรฉ's representation in her music video "Formation," where hooks questions whether Beyoncรฉ reinforces objectification and exploits struggles for financial gain, or makes a true political commitment to feminism.
Formation L2
This document provides an overview of Paul Gilroy's post-colonial theory and ethnicity and how it can be applied to analyzing Beyonce's 2016 music video "Formation". It outlines key terms of the theory, its three main parts which discuss racial hierarchies born from colonialism still existing today, diasporic identities forming along routes of travel rather than nations of origin, and the "double consciousness" of oppression internalized by colonized groups. Students are prompted to consider how the theory applies to specific media examples and how it may be challenged or reinforced. They will analyze "Formation" in pairs and provide feedback to the class.
Formation music video lesson 2
This document outlines a lesson plan on applying post-colonial theory, specifically Paul Gilroy's ethnicity and post-colonialism theory, to Beyonce's "Formation" music video. The lesson includes recapping knowledge of how the video references historical, social, and political contexts. It also explains key parts of Gilroy's theory, such as how racism created racial hierarchies during colonialism that still influence representation today. Students will analyze how the theory applies to the video through discussing diaspora identities, double consciousness, and considering colonial ideologies in media.
Beyonce formation l1 new
This document provides guidance for students to analyze Beyonce's 2015 "Formation" music video. It introduces exploring the social, historical, and political context of the video. Students are instructed to watch the video closely and take note of the key contextual themes, messages, and intertextual references conveyed through the images. They are challenged to apply exam content statements about representation to the images. For homework, students must analyze how the "Formation" video references outside contexts to create meaning, supporting their points with specific examples from the video. They can present their work as a written essay with screenshots, or a creative presentation, video, or powerpoint that incorporates visuals, video clips, and audio.
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Laura Mulvey developed the influential Male Gaze theory, which proposes that in film and media, the audience is positioned to view scenes and women from the perspective of a heterosexual man. This denies women their identity and reduces them to objects for the male gaze. Mulvey also suggests that women can only watch films from a secondary perspective and view themselves through a man's eyes. The theory argues that media perpetuates patriarchal ideals by masculinizing the viewer and objectifying and sexualizing female characters.
Techniques and styles used in advertising
This document discusses persuasive techniques and styles used in advertising. It identifies common styles such as humor, intertextual references/parody, surrealism, and shock/dramatic tactics. It also discusses how humor can make ads more memorable. Intertextual references use other texts to add meaning while surreal ads are ambiguous about the product. Shock tactics in charity and health ads grab attention to convey serious messages. Persuasive techniques discussed that encourage product purchase or raise awareness include emotional appeals like fear, needs/aspirations, and sympathy; providing solutions; advantages over other products; and strong branding. Emotive language and music can evoke emotions while fears, needs, and aspirations are leveraged to influence audiences.
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This document outlines different styles used in television advertising such as humor, shock tactics, intertextual references, surrealism, and codes and conventions. It provides examples of ads that use humor, surrealism, and shock tactics. The lesson task is for students to find ads representing each style, identify the product and air date, and explain how the ads use techniques to convey a message and encourage purchasing.
Different forms of television advertising 2
This document discusses different types of television advertisements and provides examples of each type. It describes realism ads as straightforward representations of reality that are easy to make but do not stand out. Anti-realism ads use unrealistic situations or ideas to evoke humor and be more memorable. Animation ads can create impossible scenarios and establish brand identities but take a long time to produce. Documentary style ads use real footage to build credibility. Series ads tell an ongoing story through multiple commercials. Standalone ads are single, unrelated commercials. Talking head ads feature testimonials from people discussing a product. Students are assigned a task to create a presentation further explaining these television ad formats.
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There are three main types of music videos: performance-based, narrative-based, and concept-based. Performance-based videos primarily feature the artist performing the song. Narrative-based videos tell a story, either related to or suggested by the song's lyrics. Concept-based videos are based around a single unusual or obscure idea, meant to constantly engage the audience visually. Common themes in concept videos include symbols, lighting, montage editing, and fast pacing to build meaning.
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The use of Celebrity in Television Advertising
- 1. Lesson Task 3: Celebrity endorsement
- 2. Celebrity endorsement ๏ต An advertisement featuring a celebrity will capture attention and increase awareness of a brand and therefore sales. ๏ต persuasive message โ the celebrity is seen to be benefitting from the product therefore the hidden message is, so will the consumer.
- 3. Celebrity endorsement ๏ต Thereโs an interesting comparison to be made between products and the type of celebrity used to endorse them. ๏ต Products such as household insurance, mobile phone services and weed killer are routinely advertised by home grown celebrities โ those who appear weekly on our screens in soap operas and dramas.
- 4. Celebrity endorsement ๏ต More aspirational, though not necessarily more expensive products, such as cosmetics, sunglasses and designer underwear use film stars and celebrities with a much higher profile. ๏ต Ultimately, the most successful campaigns fit the celebrity to the brand. ๏ต The celebrity must appeal to the target audience and have personal attributes that reflect the appeal of the brand.
- 6. Lesson Task: 3 Analysing Celebrity Endorsement in Adverts 1. Clearly identify the year the advert was aired and the product being sold. 2. Identify the form and style of the advert and outline a brief synopsis of the advert. 3. Explain the target audience for the advert e.g. (age, gender, socio โ economic class, interests etc). How does the celebrity featured appeal to the target audience of the advert? 4. What is the overall message of the advert? (e.g does the advert play on any specific needs/aspirations in the audience?) 5. How does the celebrity fit in with the message and persuade the audience to purchase the product.?
- 7. Possible Adverts ๏ต Hagaan Daaz - Bradley Cooper ๏ต Wi computer console โ JLS/ One Direction ๏ต Snickers- Mr Bean ๏ต Pepsi Max โ Beyonce/ Christina Aguilera/ David Beckham? ๏ต Nike โ Sports people ๏ต Activia- Gok Wan/ Martine McClutcheon ๏ต Waitrose Christmas ADVERT โ Delia Smith /Heston Blumenthal ๏ต Herbal essences โ Nicole Scherzinger ๏ต Muller Corner โ Nicole Scherzinger ๏ต Miss Dior perfume โ Natalie Portman ๏ต Premiere Inn โ Lenny Henry ๏ต Loreal- Cheryl Cole ๏ต Rimmel-Kate Moss
Editor's Notes
- The presence of the celebrity enhances a brandโs distinctive identity. Although it cannot intrinsically improve any of the productโs features or performance, it can provide added value and credibility. An infusion of celebrity attention can rejuvenate a stagnant brand; it can also compensate for a lack of inventive marketing ideas. Approval of a brand by a celebrity fosters confidence and highlights brand awareness in a cluttered marketplace. Also, because the celebrity has an image and reputation to maintain, their alliance with a brand tells the consumer that the company is reputable and trustworthy.
- Interesting article for the Beckham Whiskey ad - http://www.independent.co.uk/voices/comment/david-beckhams-haig-club-whisky-is-exactly-whats-wrong-with-the-highlands-9816626.html