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“Celebrity in advertisements”
Celebrity advertising in 90% of cases is unsuccessful.
Involving stars in advertising is an additional attribute which helps to create a bright and remembered advertising campaign. But this campaign usually fails.
1. Celebrity advertising halves the society.
1.1 Occurrence of people who have become successful and rich in advertising often causes not admiration and respect but envy and jealousy, except for admirers.
1.2 Advertising agencies often chose teenagers as target audience but they forget that teenagers are financially depended on their parents, which are not interested in “TV nonsense”.
2. Agencies will always have problems with celebrity.
2.1 Involving a famous person, advertisers often forget about his ‘level of popularity’, which sometimes doesn’t correspond to the level of a product.
2.2 Mass media and especially yellow press always expose celebrity’s change to the product they advertise.
3. Celerity however distracts attention from the product.
3.1 When admirers see their idol on the screen they start to admire and often forget about a product. The same happens with people who see the person they don’t like at all.
3.2 The first reaction of people watching celebrity advertising is “How many he was paid for it?” or “Oh my God, hi/she is everywhere!”.
To use or not to use stars in advertising is a matter in dispute. Probably, agencies still have not found a method of the correct “use”, unfortunately the majority of previous attempts have failed.
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