Role Of Endorsers In Advertising Cultural Studies Essay

Role Of Endorsers In Advertising Cultural Studies probePerhaps most important role, an ratifier must match up well with the endorsed brands (Shimp, 2003). As images of the mortalalities become related with merchandises through warrantee, the centers they attach to the products argon conveyed to consumers through purchase and consumption (McCracken, 1989). Therefore, the practice of re purgee sec should be very much associated to the cultural perspective in which the images of celebrities be created and individualist celebrities are selected to be linked with particular products. Studies outlined by boulder clay and Busler (2000) suggest that the notoriety or product fit, also known as the match-up hypothesis, refers to the harmony of the match connecting the product being endorsed and the personality endorser.In addition to that, Shimp (2003) further states that there are 2 types of match-up, which are auditory modality match up, where it deals with the endorsed brands tar get market along with brand match up, where laurelss determine and decorum must be compatible with the image desired for the announce brand. Product fit is thought to function as a chief(prenominal) determinant of mo success (Friedman Friedman 1979 Kahle and Homer 1985 Erdogan et al. 2001 Batra and Homer 2004) although famous person forcefulness does vary across different product types. Friedman and Friedman (1979) concluded that the better the glory or product fit, as professed by consumers, the higher the level of endorsement value. Nevertheless, Till and Busler (2000) argue that celebrity or product fit was strong for only certain measures of effectiveness such as brand attitude, exactly non for other measures such as purchase intention. Despite of the tinct celebrity/product fit has on effectiveness Till and Busler (2000) removeed this federal agent should play a signifi toleratet role in celebrity endorser usefulness.4.0 CELEBRITY ENDORSEMENT AND ADVERTISING EFFE CTIVENESS4.1 Factors / reasonsPickton and Broderick (2005) and Kelman (1998) considered 3 type of witnesser attri thoes that are source credibleness, attractive force and expertness, where he believe may deflect the recipients attitude which may explain why celebrity endorsement can be used as an advert tool. Erdogan (1999) also agree with the surmise and its positive consequence on the audiences reception to the conveyed message. According to him, the source is the person who is conveying a message to an audience.The Source Credibility ModelIn the context of celebrity endorsement, O Mahony and Meenaghan (1998) claim that credibility relates to the target audiences percept of the celebrity having sufficient knowledge or experience to provide accurate. The instance contends that the effectiveness of a message depends on the perceived level expertness and trustworthiness in an endorser (Hovland et al. 1953). Consequently, the more favorably consumers assess the expertness and t rustworthiness of a celebrity endorser, the more likely the celebrity is to be regarded as a reliable source of information on the product and thus the better the brand he/she endorses is represented (Ohanian, 1990).According to eructation and Belch (1998) spokesperson are regularly chosen because of their knowledge, experience and expertness in a particular product or service area. The wideness of use expert sources was also shown in a study by Ohanian (1991), who found that the perceived capability of celebrity endorsers was more essential in explaining purchase intentions. Ohanian further states, endorsers are most useful when they are experienced, well-read and qualified to talk about the product. In addition to that, while expertise is important, the target audience must also find the endorsers believable. Trustworthiness as define by Tellis (2004) is the willingness of the source to make true claims. The research conducted by Miller and Baseheart (1969) established that c onsumer behavior is openly related to the confidence they put in expert endorsers.The Source Attractiveness ModelAnother equally important attribute of the source of celebrity endorsement is its attractiveness. Langmeyer and Shank (1994) claim that the concept of source attractiveness is not limited to good looks only, but also encompasses such non-physical characteristics as, for example, abilities in bids, grace, tact, charisma or intelligence. The theory is agreed by Shimp (2001) where he also affirmed that attractiveness multifaceted and does not include just physical attractiveness.The importation Transfer Model contradictory the Source Models, this theory pro coifd by Grant McCracken in 1989 contends that credibility and attractiveness do not sufficiently explain why celebrity endorsement works. According to this model, endorser effectiveness depends on the culturally acquired meanings he or she begets which may includes status, career, gender as well as personality and l ifestyle. For example, from the celebrity athlete perspective, Roger Federer is publicly recognized from his career in the sporting theater of operations since this is where he became known to the public. Martin (1996) concludes in effect the athlete becomes synonymous with the sport and the meanings become a part of the celebrity athletes image.Next, for the second stage, McCracken suggests endorsers will bring their meanings into the ad and depute them to the product they are endorsing. Thus people evaluations of the celebrity endorsement, the measure of interest in this research occur when the advertisement is viewed by consumer. In the final stage, the meanings has given to the product are transferred to the consumer. As utter by McCracken (1989), this stage positively shows the importance of the consumers role in the offset of endorsing brands with celebrities although Belch and Belch (1998) arguably said that this stage is complicated and awkward to achieve.4.2 The timin gAccording to Tellis (2004), the source credibility theory is most applicable for explaining the role of experts, while the source attractiveness is applicable in the berth of lay endorses like fictitious individuals or characters. Furthermore, both Tellis (2004) and McCracken (1989), indicates that the meaning transfer theory suits the use of celebrities as endorsers, as it provides an insightful framework for using the complexity of meanings associated with celebrities.Celebrity endorsement is best used during the maturity physique of a life cycle (Anon, 2004). Promotion and announce transfers from the scope of having new-made customers, to the extent of product differentiation in terms of reliability and quality. During this strain new brands are launched even when they compete with competitors, thus this is when celebrity endorsement can take place.Although, the use of celebrity endorsers is prevalent in advertising, in time it is not without risk (Shimp and Till, 1998). When a company decides to use a celebrity, they should consider major divisors ( Shimp, 2001 and Belch and Belch, 1998) as the timing might be in appropriate for an endorsementOverexposureIf a celebrity is overexposed, that is endorsing too many brands, his or her credibility may suffer ( Tripp et al. 1994). David Beckham, for example, may be somewhat overexposed. equal musingHow much to acquire a celebritys run is an important consideration and unfortunately, it is not a simple calculation as it is difficult to project the revenue stream ( Belch and Belch, 1998).The Trouble factorAs noted by Shimp (2001) celebrity behavior may pose a risk to a company. For example Gatorade had to drop Tiger wood as its endorser due to the recent incidents.Target audience nakednessA study by Horowitz ( 2002),found that college-age students were more prone to have a positive attitude towards a product endorsed by a celebrity than were older consumers. This is supported by Belch and Belch (2001) w here they indicates that this is because older consumers are more knowledgeable and has strongly established attitudes.5.0 CONCLUSIONThis literature reappraisal aims to provide the assessment on the use of celebrity spokespersons in advertising to endorse brands. Through the findings the purchase intentions of consumers are closely related to the credibility of a celebrity endorser used in an advertisement, their perceptions of expertise of a celebrity endorser, the attractiveness and popularity of the latter as well as celebrity-product mix-match. However, as several failures show, it is essential for advertisers to be aware of the complex processes underlying celebrity endorsement, by gaining an understanding of the described concepts of source attractiveness and credibility, match-up analysis, and meaning transfer model. Further research efforts must be taken into consideration to develop a consistent, extensive and user-friendly tool to avoid disparage decisions and enhance t he strategic quality of endorser decisions.Figure 1 Meaning transfer in the endorsement process (Adapted from McCracken 1989)Figure 2 The v Components in the TEARS Model of Endorser Attributes