Articles and Books
05/2024
Chapter 2
Celebrities on social media are seen as aspirational role models especially in the cometics area. This leads people to wanting to look like famous characters and indeed, a study was conducted via the IPA website discovering that 84% of the respondents had been told that they look like a celebrity.
This charachteristic leads to people purchasing specific products and improve desirability.
When someone identifies with a celebrity from a physical print of view they may see an enhanced fantasy reflection of themselves in the mea=dia and imitate the celebrity.
Some critics say that the widespread use of cosmetics is something that has been forced on modern womenby capitalist consumer goods companies aided by celebrities in the media.
One of the criticisms of the advertising industry is that it creates idealized stereotypes.
Chapter 6
The first factor to be explored is the increasing in interactivity between brands and c. It looks very likely that the traditional seprataion between brand or ‘theme’ advertising which adds value to the image, product and service and response or ‘scheme’ advertising, which is seen as discounting through price or other promotional techniques is ending.
The future is ‘brand response’ , a form of communications that combines added value and a form of interactive sale-closure process, which in itself adds value.
Why and How did this help?
Brand building techniques and social media response was crucial for me as this emphasizes the relationship between brand and consumer. It provides a framework in which the consumer feels part of the brand. Brand image is also very responsive increasing the engagement with consumers. As brands are more responsive and value driven these are more likely to sustain consumer trust.
Chapter 13
One way of looking at it is when the celebrity is deliberately using a specific product which is going to benefit them, then moves beyond private purchasde and becomes a commercial act. The celebrity is indeed using the image of the brand to buold her own identity which also enhances the association with the brand itself
The brand who are serious about making celebrity product placemet work have a strategic approach and commit to a greater financial process which leads us to sponsorship.