Learning objective:
To think of an idea for a new product and choose a celebrity to endorse the product.
Key terms:
Endorse-If celebrities endorse a product they say that they use it and think it is good.
In this way advertisers hope to persuade the audience, if they like the celebrity, to buy the product.
Without the media, celebrities would not exist.
Media texts are the ways through which stars and celebrities are marketed to an audience.
Stars learn how to use certain media texts to their advantage, but they are not in control of some of the images that may appear in the media.
Target Audience-Advertisers know who their target audience is going to be, after all without this there can be no sales/profit and subsequently no more product/service.
Pseudo events-events that keep celebrities in the public eye, red carpeted premieres, chat shows (like Jonathon Ross) charity functions etc.
Advertisers use a number of ways to categorise their target audiences:
The media like to use celebrities that are easily recognisable with the target audience.
They try to use people that the audience can easily associate with, this way people will trust what the celebrity says (or endorses) and will buy the product or service.
Olly Murs, for example is 'East End boy with a working class attitude and braces. Audiences can associate with him and will trust him. He is marketed as a 'boy next door' type.
Audiences can also use celebrity to construct their personal identity (Uses and Gratification theory).
This means that advertisers can try to sell the idea of a lifestyle which the audience can aspire to.
It is important to advertisers that celebrities stay in the public eye for the right reasons (reasons that will attract a target audience and sell a product or service). Celebrities use Twitter, Facebook, Instagram to keep their fans updated.
Chat shows are also a good way for stars to control their image. Here they can come across as down to earth or posh, whatever suits their career. These are called Pseudo events.
All stars are constructions (Richard Dyer said this). They are constructed using visual and technical codes in the media productions they appear in.
However if a celebrity becomes unpopular or has some negative news around them, this is not good for the product that they are endorsing. Tiger Woods for example, was dropped by Nike following some controversy.
Answer the following questions.Write in your orange books.
Task 1 [25]:
For example, by the way in which photographs are framed.
Consider the settings the celebs are shown in.
What other events do celebrities turn up in?
Task 2 [10]:
Think of an idea for a new consumable product.
Choose a celebrity that you would use to endorse your product.
Write down:
Mock up (draw) a print based advertisement showing how your celebrity choice would help to appeal to your audience.
To think of an idea for a new product and choose a celebrity to endorse the product.
Key terms:
Endorse-If celebrities endorse a product they say that they use it and think it is good.
In this way advertisers hope to persuade the audience, if they like the celebrity, to buy the product.
Media texts are the ways through which stars and celebrities are marketed to an audience.
Stars learn how to use certain media texts to their advantage, but they are not in control of some of the images that may appear in the media.
Target Audience-Advertisers know who their target audience is going to be, after all without this there can be no sales/profit and subsequently no more product/service.
Pseudo events-events that keep celebrities in the public eye, red carpeted premieres, chat shows (like Jonathon Ross) charity functions etc.
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Advertisers use a number of ways to categorise their target audiences:
- Maslow.
- NRS.
- Uses and gratifications theory.
Media texts, for example magazines, will be very aware of which celebrities are favoured by their readers and will feature them on the front cover or in the pages of the magazine.
As most of us do not have direct access to our favourite stars, we rely on the media to give us information about them.
The media like to use celebrities that are easily recognisable with the target audience.
They try to use people that the audience can easily associate with, this way people will trust what the celebrity says (or endorses) and will buy the product or service.
Olly Murs, for example is 'East End boy with a working class attitude and braces. Audiences can associate with him and will trust him. He is marketed as a 'boy next door' type.
Audiences can also use celebrity to construct their personal identity (Uses and Gratification theory).
This means that advertisers can try to sell the idea of a lifestyle which the audience can aspire to.
It is important to advertisers that celebrities stay in the public eye for the right reasons (reasons that will attract a target audience and sell a product or service). Celebrities use Twitter, Facebook, Instagram to keep their fans updated.
Miley Cyrus uses Instagram to keep her fans updated
Chat shows are also a good way for stars to control their image. Here they can come across as down to earth or posh, whatever suits their career. These are called Pseudo events.
All stars are constructions (Richard Dyer said this). They are constructed using visual and technical codes in the media productions they appear in.
However if a celebrity becomes unpopular or has some negative news around them, this is not good for the product that they are endorsing. Tiger Woods for example, was dropped by Nike following some controversy.
The Coco Mademoiselle Chanel ad campaign used Keira Knightly as a spokesperson for the product. However, it is difficult to sell a fragrance through the media so the campaign shows Knightley within a luxurious and glamorous lifestyle which would appeal to the target audience. The ad shows Knightley to be a confident or empowered young woman.
Some celebrities are ideal for certain products because they appeal to audiences that might want to be like them or would like to have a lifestyle like them.
Advertisers use persuasive techniques to attract audiences.
Persuasive techniques include
Bandwagon - All the cool people are doing it. No one likes to be left out or left behind, and these ads urge us to "jump on the bandwagon.”
Persuasive techniques include
Bandwagon - All the cool people are doing it. No one likes to be left out or left behind, and these ads urge us to "jump on the bandwagon.”
Repetition - words, sounds or images may be repeated to reinforce the main point. The ad may be repeated all over town
Humor. Many ads use humor because it grabs our attention and it’s a powerful persuasion technique. When we laugh, we feel good.
Emotional appeal: When decisions are made at the subconscious level, they are based on emotions and instincts, or "gut feeling."
See this post on persuasive techniques for other techniques advertisers use to attract audiences.
Task 1 [25]:
For example, by the way in which photographs are framed.
Consider the settings the celebs are shown in.
What other events do celebrities turn up in?
- Explore how celebrities make sure that they stay in the public eye? [5]
- Why might advertisers want to use celebrities to endorse their products? [5]
- Give some examples of celebrities who appear in advertisements for products.
- What are the advantages and disadvantages for this advertising technique? [5]
- Why do you think L'Oreal chose Cheryl Cole as their endorser? [5]
Think of an idea for a new consumable product.
Choose a celebrity that you would use to endorse your product.
- What your new product is, (for example a fragrance or a new pair of trainers). [2]
- The name of your new product. [2]
- Your choice of celebrity. [2]
- Explain why you have chosen that celebrity. [4]
Mock up (draw) a print based advertisement showing how your celebrity choice would help to appeal to your audience.
- Annotate your design showing the decisions you have made.
(This is NOT an Art exam so just indicate colour by writing and stick figures will do for people, just write next to them)
You must include the following:
- Main Image
- Copy
- A Slogan
- Brand Logo
Consider if your advert uses any of the following persuasive techniques:
- Bandwagon
- Repetition
- Testimonials/Celebrity endorsement
- Humour
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