CELEBRITY ENDORSEMENT: WHY IT BECOMES A TREND IN FOOD AND BEVERAGES INDUSTRY?
What is perception definition? How perception can influence the society to believe to consume products? Is it because of their belief on certain human being that we call them celebrities is endorsed with certain product? Why do they belief to the celebrities? Is it the celebrities portray the qualities the society look for associated with the product they endorsed with? Well, by referring to the topic we will discuss further by defining what is perception? According to Lindsay, P., & Norman, D.A., 1977, perception is the process by which organisms interpret and organize sensation to produce a meaningful experience of the world. Sensation usually refers to the immediate, relatively unprocessed result of stimulation of sensory receptors in the eyes, ears, nose, tongue, or skin. Perception, on the other hand, better describes one's ultimate experience of the world and typically involves further processing of sensory input. In practice, sensation and perception are virtually impossible to separate, because they are part of one continuous process. Thus, perception in humans describes the process whereby sensory stimulation is translated into organized experience. Furthermore they also mentioned that experience, or percept, is the joint product of the stimulation and of the process itself. Relations found between various types of stimulation (e.g., light waves and sound waves) and their associated percepts suggest inferences that can be made about the properties of the perceptual process; theories of perceiving then can be developed on the basis of these inferences. Because the perceptual process is not itself public or directly observable (except to the perceiver himself, whose percepts are given directly in experience), the validity of perceptual theories can be checked only indirectly. Marshal, P.D. (2006) stated that Celebrity, in its elevation of particular personalities to public acclaim and recognition, has relied on a relatively stable media system to circulate its images and stories. Thus, even a decade ago one could confidently write about how industries such as film, television and popular music patterned the production of celebrities. To be sure, celebrity, in its focus on the extra-textual dimensions of the public persona, has always had elements that were out of control of an industry, an apparatus or a system of production. In addition Marshal, P.D. (2006) mentioned audiences were organized carefully and discretely around an array of celebrities and closely connected to cultural commodities. Celebrities themselves were also highly organized as commodities even when they exited the world of cultural commodities and only existed in the tabloid press." Nowadays, people tend to believe celebrities, more than ‘average people’. Big corporation spend millions using these type of marketing. Moreover, people tend to listen to these influential commercials. Celebrity endorsement is a kind of ‘association’. Having a popular name is important if you want to sell food and beverages because when you admire on particular celebrity then you also respect him, meaning you might just run out to buy the food and beverages he endorses. Celebrity Cruises, 2010 supported that celebrity is a famous person. They have an aura that can attract audients to believe what they would like to say or endorses. A food and beverages endorsement is a form of testimonial from someone which indicates that they like on the product. Food and beverages endorsement are solicited from people who are socially prominent. It’s hard to have a food and beverages endorsement on product packaging and in advertisements. Modern food and beverages endorsements can come without contracts worth substantial amounts of money. For example, Mawi, the pop star participates in Marry Brown food and beverages endorsement campaigns. Mawi will donate the proceeds to charities they support....
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