Nowadays, a lot of brands use celebrity endorsement in
their advertising. They chose this type of advertising because it makes
likeable ads. These advertisings try to make the likeability of the advertising
carry over to the brand. With a celebrity in advertising, the brand wants to
give to their consumers an image and of course increase their sales. With this
strategy, the potential consumer will integrate more easily the product and the
brand and will identify himself to the celebrity. The consumer could think that
if a celebrity uses a product, this one should be good! He could also think
that if he buys the same product as the celebrity he could be like her!
A lot of brands use this strategy and it can be luxury
brands (Louis Vuitton with Uma Thurman, Angelina Jolie, Madonna, etc…), water
brands (Smart Water with Jennifer Aniston), Nitendo with Beyonce, Nicole Kidman,
Nespresso with George Clooney etc… .
A lot of luxury brands, Chanel and Dior for example, use this strategy for their perfume campaigns.
This advertising strategy work and that is why so many
brands use it today!
Pauline HAOND
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