26 Apr 2012

Celebrity Endorsement


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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