Chapter 20 - Celebrity As Presenter
Pages 197 and 198
"Bob Hoskins was chosen to be the celebrity presenter to lead the 'It's Good to Talk' campaign and he was a great piece of casting. At that tiem Hoskins was riding high on his performances as a gangster in films such as 'The Long Good Friday' and had great credibility with the male audience. Thus he was able to take the essentially instructional scripts and educate men as to the benefits of allowing women to talk for longer on the phone and further, how they too might improve their key relationships by doing a little of the same."
My Understanding
Using well-liked and trusted figures to convey can change perceptions very easily and quickly of the those who like and trust the figure, which breaks down barriers for the company that is behind the conveyed message.
Chapter 28 - Celebrities Interacting
Page 257
"celebrity interaction works for KFC and Pizza hut... ...the appearence of more than one star in the commercials gives a powerful endorsment and reassures people as to the calibre of the eating experience."
Page 261
"Occasionally brands crystallize this world to their benefit by clever multi-celeb castings... ...However, the all-too-costly Christmas ad featuring a 'personaliity parade' usually lacks an idea and has all the effect of a country town panto."
My Understanding
Celebrity endorsement only works if it's a relative endorsement based on a solid campaign. If the campaign isn't very solid, it becomes more about the celebrity than the celebrity endorsing the message.
Harvard Referencing
Pringle, H (2004). Celebrity Sells. United Kingdom: Lightning Source UK Ltd. 197-198, 257, 261.
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