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Very well accepted and attractive super stars like Bruce Willis and Whitney Houston failed in turning their endorsements into success. Simply assuming that a person just has to be famous to represent a brand is incorrect. A considerable number of failures prove the opposite. In the figure below you can see some of the endorsements that turned out to be a success or a failure.

Let’s go Asian: Japan and its celebrity endorsement

In East Asian countries like Japan and South Korea, many celebrities are used in advertising. In Japan, 70 % of TV commercials use a celebrity from the sports, music, film, and fashion or entertainment business.

Celebrities are used as endorsers with a statement about the quality of the product / brand or are shown only in relation to the brand /product. The idea is that the values and associations of the celebrity will be transferred to the brand and the brand by the user. Moreover, it is a form of product differentiation as other awards from competing brands is not possible or desirable.

But why is the use of celebrities in Japan so much greater than in the United States and Europe? In Japan they do not only use Western and Japanese celebrities, but also 'talents'. These are young Japanese who are on their way to the top in the worlds of fashion, music, film and entertainment. Advertising for these ‘talents’ is their way to fame. Japanese advertising does not only use the reputation and associations of established celebrities, but also creates celebrities. And this goes a step further than the ads in the States.

Japanese 'talents' are normal people like you and me. They are slightly good looking, pretty much the girl or boy next door. They form a peer group with which one can easily identify. In a collectivist culture belonging to a group or identifying with that group is very important.

In Japanese advertising values related to 'face' and harmony lead to an indirect communication style. They feel uncomfortable with a commercial that takes that emphasise on situations or facts. A direct approach is seen as an insult to the intelligence of the consumer. The goal of advertising in the Japanese ads is to make the consumer your friend, to win his trust and respect. This goal can be achieved by entertaining the audience. Identification of the brand, the company name or product in the commercial is less important than the pleasant voices of consumers. Japanese advertisers generally use much of the time in the commercial

for building trust, understanding and dependence. The result is a kind of advertising that appeals to the imagination and few to the facts. Advertising show usually no product attributes, the 'fun' of advertising is more important. In Japanese commercials you see serenity, and nature symbols. The tone of voice is 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。