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ed in a society or a culture. People can become famous in different ways: through their profession, appearances in the mass media, beauty and even crime. Through mass media, starting in the 19th and 20th century, celebrities are known in a relatively short time nationally or internationally. This can sometimes occur very fast. Like Neil Armstrong being the first man walking over/on the moon in 1969, got famous in a nick of time.

 

Celebrities appear in public in a different way, you and me can walk on the street unnoticed without anybody carrying. For celebs it is the other way around, they are walking advertising poles. From head to toe fans analyse the clothes and brands they are wearing.

 

Furthermore they appear in public when fulfilling their jobs, like a tennis player in front of an audience. And also while attending events, like the Academy Awards, premieres of movies, etc… The news, fashion magazines and even tabloids provide second source information concerning their private life. Besides doing what they do, they also endorse a brand, and act as spokespeople in advertising and on events to promote their brand. Or should I say the brand they work for.

 

The most logical question is does this celebrity endorsement do some good to the brand? A study of Till, Stanley, Priluck in 2008 explains us that celebrity endorsement is used in marketing, because it is believed that the consumer’s perception of the product improves. According to McCracken (1989) a celebrity endorser 'is an individual who has gained public awareness and uses this awareness in commercials and advertisements on behalf of consumer products.

 

The use of celebrities in advertising: the States

 

When Nike started collaborating with golf icon Tiger Woods, there was a lot of scepticism about the introduction of NIKE to the golf market. Indeed, the image of NIKE was not consistent with the image of the elite sport of golf. It is through the use of Tiger Woods in the marketing strategy that NIKE could successfully position itself in the golf market. Nike is one of the many multinationals which makes use of 'celebrity endorsers' in its marketing strategy.

 

Other famous brands that call upon a celebrity to endorse are Pepsi with David Beckham. The famous advertising commercials of Nepresso where we admire a charismatic George Clooney.

 

For companies it is very interesting to make use of celebrity endorsers since advertisements with celebrities, creates more attention than ads or commercials without celebrities.

 

The celebrity endorser is not necessarily an actor or a movie star, there may for example also be considered athletes, musicians, artists and politicians. Although he passed away a long time ago, in this本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。