Celebrities and Brand Culture Interaction : Report
Added on 2020-05-28
22 Pages6505 Words128 Views
Introduction to CommunicationsResearch2IntroductionCelebrity endorsement is a popular means of promotion in marketing communication. The celebrity culture is a high volume perpetuation of the personal lives of the celebrities across the globe. Inherently, celebrity culture is tied to the consumer interests, in which the celebrities, particularly the fame which they have earned, help in becoming the product brands (Zimmerman & Ayoob, 2004). Culture is something which can be identified physically, in an easy manner but when it comes to celebrity culture, it exists only as being a collection of desires, of the individuals, for getting an increased viewing of the celebrities. It is not the celebrities who form such identifiable or cohesive groups, which they identify themselves with, but the people following them do the same. The strategies of celebrity endorsement are competitive in nature and also are saturated indifferent brands and products of the competitors. As a result of the high advertisement clutter, noroom is left for actual differentiation in product in the markets; and for this purpose, the role of celebrities is enhanced as the only differentiation in product is due to the right celebrity being found (Erdogan, 1999; Keller, 2008). Though, a thing which remains questionable in this context, is that the celebrity holding the transfer effect, matches up the features of the different brands, or not. This discussion is focused on highlighting the different factors which transform the manner in which the interaction between the celebrities and the brand cultures take place.
Introduction to CommunicationsResearch3Celebrities and BrandsCelebrities can be found in a range of communities and in activities, which include music, fashion, politics, acting, and sports. The per se “culture” is created upon this becoming a common knowledge in a particular society that the people have an interest in the celebrity and that they are enthusiastic about modifying their life in order to take part in the life of the celebrity. This culture is initially identified through the factors which are out of the celebrities and later on is augmented by the involvement of the celebrities in the publicly construed culture. This popularity of celebrities is what makes them attractive to the brands, particularly for the purpose of brand awareness. The higher the popularity of the celebrities, the more brand endorsements the get. For instance, in Taiwan, Jay Chou endorsed between eight to ten different brands in a single year for different type of products (Yang, Lo & Wang, 2014). Consumer and their choicesCelebrity CultureThe popularity of celebrity culture has a number of phases. The very initial examples of this include the broadcasts on the TV programs in which the individuals had the capacity of reaching a far wider audience and group of individuals, which could result in the rise of fame of such individuals. With the release of newer technologies, there has been a change in the manipulation of audiences. The individuals, particularly the entrepreneurial ones started to recognize the financial value for promotion some of the individuals in a purposeful manner, and this resulted in a consumer approach towards celebrities as being the brands being put forward. With this, a culture started shaping up where the consumers accepted the celebrities as being a
Introduction to CommunicationsResearch4part of the society. Along with this acceptance was the tactical and clever marketing, which perpetuated the celebrity culture in context of the ever changing shifts in the beliefs and customs.This is the reason why celebrity culture is viewed as being a synonym of the celebrity industry inwhich the celebrities are treated in a manner as are the products to be sold treated. There is a difference between the celebrity culture and the consumer culture in the sense that the former is just a part of the latter. There could be no existence of the former without the latter. The choice of the consumers is, for these reasons, influenced by the choices of the celebrities (Barron, 2014). The consumers allow the celebrities to be a part of the collective society by following them, which is created through the presence of this celebrity culture. And as stated earlier, the presence of the celebrity culture is propagated in an unknowing manner by the consumers only. Included in the celebrity culture phenomenon are the celebrities themselves as participants, which allows them in being aware of the brand which they create and also in attaining the financial gains by using their own status and the same, in addition to the foundation of the pre-branding of such celebrities. In view of Lapham (1993), this idea is based upon the naturally taking place relationship in between the regular people and the pedestal ones. In a number of religious books, examples have been covered who are well known by the people in general public. The pharaohs of ancient Egypt ensured that their fame was carried on for the centuries to come. Earlier, the celebrity culture was restricted to the mythical, biblical and royalty figures andthey were found in the majority of sectors in society which included publishing, business and also included academia. Each of the scientific advancement is touched with the name that led to the discovery. Particularly in context of thee larger contributions to humanity, a lot of honour
Introduction to CommunicationsResearch5and respect is given to the contributors. With the advent of mass media, the power and exposure of the celebrities has increased. With this a trend has been developed which is carried on by the celebrities with the rise in the social capital, in comparison to the earlier times. Every cultural or national community has their own celebrity system which is independent; though, there has been a decline in this owing to globalization (Barron, 2014). In the last decade, the TV across the globe has seen a grown focus on teaching the audience regarding how their daily lives have to be managed and optimized by a flawless focus on health, grooming, style, home decoration and food. Owing to this interest, there is introduction of the audiences to rigors of lifestyle management and self-care which is followed by a number of popular lifestyle express being brought forward in comparison to the traditional experts. In this regard, the growing celebritization and the branding of the ordinary experts have a key influence on the lifestyle expertise of people. There is an abundance of literature regarding the role played by the celebrities as being the prominent cultural authorities (Marshall 1997; Turner, Bonner & Marshall. 2000; Corner & Pels 2003; Turner 2004; Evans & Hesmondhalgh 2005). In the popular expertise realms, there have been a number of scholars who have turned their analytical gaze over the rising number of domestic experts and lifestyle specialists who make appearance on the primetime TV, where they carry out the discussion on the rising focus and influence over the issues which concern the conduct of self and included in this pool of scholars is Moseley (2000), Taylor (2002), Hollows (2003), Palmer (2004), Attwood (2005) and Bonner (2005).
Introduction to CommunicationsResearch6Consumers in life of Celebrities In the traditional manner, the experts and the celebrities have been deemed as existing in different spheres of public life and had been linked to diversified sets of logics and values. As is the case of intellectuals, the experts were associated with high culture and with modes of rationaltechniques and knowledge regarding social organization followed with the rise of modern state. A stark contrast to this is the trends of celebrity which are seen as being in existence with the consumer and popular culture, coupled with mediatised public field in which the entertainment isdeemed as more privileged in comparison to the information, thus having an affect over the meaning (Lewis, 2001). In the representation of the two different kinds of cultural authority, the celebrity and expert are nonetheless characterized with similar tensions in-between the claim of elite or the exception status and also the type of public representativeness. In the rise of the celebrity expert, a key role is played by the media culture, particularly in reconfiguration and flattening of the distinctions which are between the ordinary and expert discourse, owing to the process of celebritization (Lewis, 2010). There has been a clear link in the intimate lives of the ordinary people shifting in commodity culture and in the enhanced focus upon the consumption of domestically oriented advice, goods and services, and lifestyle. Owing to the instructional role played by the celebritiesas being the life specialists, along with their highly visible lifestyles, being an example for the consumers, the celebrity lifestyle plays a major part in the affirmation of some of the modes of the consumption based personal values and also on the ways of living. This is passed on and devolved on the broader issues of community responsibility and the ethical decision making towards the general public. The branded lifestyle expertise is seen as logical extension of
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