In advertising, different creative strategies are used in order to obtain consumer attention and provoke shoppers to purchase or use specific product or service. One of those creative strategies was to commence the use of celebrities in advertising. Companies all over the world have been using celebrities to endorse virtually anything, from food to food chains, from soft and hard drinks to health drinks, from clothes and accessories to cars, and the list goes on and on. Commonly called "testimonials" or "celebrity endorsements", this technique of persuasion says that consumers relate to the person(s) appearing in the ad: If the celebrity / athlete / star use the product, then it must be good, so I will purchase it too.
In today's world, the use of celebrity advertising for companies has become a trend. But opinions on the true cost-effectiveness of the use of celebrities have been divided. One party believes that the use of celebrities in their advertisements is the reason why the sales have gone head-spinning up, while the other party sees it as a waste of budget because the true identity of the brand has been lost and swallowed by the celebrity's appearance.
To make sure that the results will be positive, the advertisers must have a clear understanding of the "black box" of celebrity endorsements.
If the advertiser goes along with the option of using a celebrity, everything must be thought out carefully. It is of big importance to cast the right star for the advertisement. The chosen star must be well-suited for the product and brand he/she is promoting. It has to have some connection to the product; it has to have the knowledge, experience and to be qualified to talk about the product. The person advertising the product must be credible, trustworthy, honest, ethical and...