Celebrity endorsement

Table of Content

Introduction

The use of celebrities in advertising is not new. The celebrity endorsement is used since the early 50s with James Dean, for example. At this time, only the reputation of the celebrity count. Nowadays, the use of celebrities in advertising is no longer enough to its effectiveness and its presence enhances memory but also brings a kind of caution. Celebrity must possess a sufficient reputation to be recognized at first glance, but above all be credible.
In an era obsessed with celebrities, it is no coincidence that these are the singers, actors, athletes who are most needed to become brand ambassador. A brand ambassador can reach consumers through the recognition it brings.

So we'll see what his interest for a brand to use celebrities in its advertising campaigns, its impact on the consumer and the brand equity.

I. The different uses of celebrities in ads
1. The celebrity endorsement: definition
The celebrity endorsement is an advertising technique which consists in using a celebrity in an advertising campaign. The endorsement is for a brand to lend a product or service to a celebrity to take advantage of his image, his impact on the general public and in most cases, specifically with youth. This not only relate to the brand image of the celebrity, but also to increase sales of the product on which he plays, it is popular with fans seeking the same product as him. The endorser becomes a brand ambassador.

The endorsement contracts may be short, but more often for periods of about two years renewable. Sometimes collaboration can go to the product design according to the requirements, tastes and ideas of the person. This product will then be integrated into the product portfolio and marketed as a "signature model" celebrity putting their name on the products as well designed and participating in the communication. The endorsement contract commits mutual obligations.