celebrity endorsement project

In other words, to begin with, the cultural meanings that celebrity possesses are examined. Cultural foundations of the Endorsement Process” explains in detail the inadequacy of source and congruence models and holds forth the new celebrity endorsement model called “the meaning transfer model” [1]. We can say that the earthquake, which was on the top of the agenda during those days when the project was being promoted, was the determinant in selection of celebrity endorser. Celebrity endorsement does not however begin and end with shooting and printing the photo of a beautiful star with a luxury product in a fashion magazine. Disclaimer: I have no affiliation with Snickers and I do not own the rights to their commercial used in this video! This article aims to analyze the celebrity endorsement strategy used to communicate brand image messages in housing advertisements. The phrase “leaving behind permanent works instead of creating temporary solutions” used in the advertising text explains this well. Schlecht [19] mentioned that one of the most common methods used to deliver the advertising messages and to convince the consumers to buy their brands is taking advantage of a spokesperson. Many more put in so much effort, time, energy and resources to look like their favorite celebrity. Peak milk on the other hand is a product of Friesland Campina WAMCO Nigeria Plc. Consumers that buy a product, which has been endorsed by a celebrity, try to take credit for the meaning that such celebrity possesses. And all needs that this symbolic meaning indicates makes a reference to a wide range of desires and values and enables this meaning to be understood not only by its target audience but also by all segments of society. Researches made show that a celebrity endorser is more effective in convincing consumers and communicating the symbolic meanings associated with a brand to the target audience [1]. Attractiveness trait of celebrities who appear in advertisements of housing projects developed with a modern design language and/or designed for a modern target audience is much different than the attractiveness of the celebrities that appear on housing projects designed with a conventional design language and/or for a target audience who has a conventional lifestyle. Actors that take a part in production and marketing of housings may be interviewed and positive and negative results arising from use of these strategies may be discussed and even compared with other sectors. For example a celebrity associated with a controversy or ill- behavior has been found to cause negative impact to the endorsement. It is a special form of communication directed at selling or making people aware of the availability of goods and services. The image of a gated community in İstanbul named “Solarkent Evleri”—Solarkent Residence. The reason for this is that celebrities possess different cultural meanings that may contribute to the self-realization process of the consumer. In this respect, it is possible to say that subjective conditions play an important role in development of the brand image and that brand image may vary from one individual to another. Others go as far as dressing like them, mimicking the way they speak, and walk and act. This study assessed how celebrity endorsements influenced consumers’ behavior and other factors that predispose people to buy products. Also it is seen that only a small part of the celebrities used in housing advertisements due to their credibility are experts in the fields that are partly or directly related with the construction sector—like architects, engineers, finance experts, etc. In housing advertisements where attractiveness trait of celebrity endorsement is exploited, not only worldwide popular people are preferred. Oglivy, one of the most experienced experts in the advertising sector, expressed that the primary objective of advertisements is to develop the image of the brand [10]. So here, advertisers aimed to exploit credibility of a football coach who is very successful in his profession and who built a reputation of discovering talents in a different area of expertise. In this sense, in the endorsement process, the way celebrities are perceived is quite different from the way anonymous people are perceived. Our readership spans scientists, professors, researchers, librarians, and students, as well as business professionals. First, the conclusion that attractiveness trait of celebrities cannot be handled under a single category and that attractiveness trait of each celebrity has different perspectives and this difference is the determinant in emphasizing the modern or conventional features of the housing project. Product or service will have more sales once a celebrity to endorse a brand.! Celebrities is referred to as celebrity endorsement strategy is being used in housing project advertisings build... [ 15 ] explains that this is the representative of the largest South-Korean companies so-called ‘ power. Of advertisement in communicating brand image the endorsers may take up to 24 48. 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celebrity endorsement project 2021