Celebrities in Advertising (see
also Cosmetic ads)
(several pages of sample ads to explore/download)
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 uses the product, then it must be good, so I will purchase/use it too. Thumb through
almost any magazine these days (especially People, Golf Digest, Rolling Stone, Sports Illustrated
etc.) and you're bound to find at least one celebrity endorser.
See McREL teaching standards for ADVERTISING here.
NEW: US Magazine's FAKE NEWS: fact checking the other magazine's cover stories
- ask students to come up with a list of "stars" who've appeared in ads (or commercials).
Can students remember the product name, or the TV show in which the testimonial appeared?
- what are the advantages of having celebrities in ads? what are the advantages for the star?
the advertiser? the product?
- have students examine one or more of the ads below- ask them to create lists of characteristics
that an advertiser might be looking for when they choose a celebrity
- have students speculate in which magazines these ads might have appeared
- ask students: who is represented; who is not represented?
RECENT NEWS STORIES ABOUT CELEBRITY ADVERTISING
NBA Players Slam Dunk Endorsement Scores
Celebrity Marketing (2012)
The Big Downside to Ads With Celebrities
Celebrities in ads: FTC proposes new rules (Consumer Reports)
Has Rihanna Scandal Damaged Cover Girl Brand?
Helping Kids See Thru Media Peddled Culture of Celebrity
If You Want to Sell Celebrity Mags, Put Her On The Cover (Forbes)
Christina Ricci In New Louis Vuitton Ads
Tween girls: coping with celebrity culture
Bryant's image continues its rollercoaster ride
Celebrity ads' impact questioned
Girls Gone Wild: What Are Celebs Teaching Kids?
Are your kids starstruck? Marketing of stars to tweens
Seeing Stars (celebrities in TV ads)
Who makes the most money from endorsements?
Diane Keaton gets L'Oreal Paris deal
Christina Aguilera Dumps Coca Cola for Pepsi
LESSONS FROM THE RICH AND FAMOUS:
A Cross-Cultural Comparison of Celebrity Endorsement in Advertising
Sara Jessica Parker Covers up in Israel
Latin Red Sox Stars Get Endorsement Deals
Celebrity Endorsement Deals Gone Astray
A Year End Look at Athlete Endorsement Game
Halle Berry, Beyonce, J.Lo top celebrity endorsers
Using Celebrities In Media Campaign Targeting Teens (includes lesson plan)
American celebrities in European ads here Streaming spots of European Ads
Stars Don't Always Translate to Good Ads
Kobe Bryant's Endorsements: In Trouble
Jennifer Love Hewitt
More Ads: Go to Page
Older celebrities in ads; Personalities who promoted smoking
DVD: Hit Celebrity TV Commercials
Understanding Media: Inside Celebrity
Celebrity Sell: Star Endorsements in the Classic Age of Advertising