of 8 ANZMAC 2009 Celebrities in advertising: looking for congruence or for likability? Nathalie Fleck*‚ University of Cergy-Pontoise‚ Thema‚ France Nathalie.flec@u-cergy.fr Michaël Korchia‚ BEM Bordeaux Management School‚ France Michael.korchia@bem.edu Isabelle Le Roy‚ CSA‚ France Abstract Celebrities used as endorsers in advertising are often very popular ones. However‚ from a cognitive point of view (and more academic one)‚ congruence between brand and celebrity seems to be very important
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Many of today’s youth like the fashion and glamour that comes with being a famous musician. Today’s youth get there fashion ideas from seeing what these superstars wear and support. They help shape the way these children think just by what they are wearing . For those who cannot afford the same things there are other ways to look like there favorite acts. Musicians are like eye candy and it is appealing. If you think about I
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Discuss the Role of Celebrity culture in Politics‚ Evaluating the Impact it Has Had on Political Communication. Citizens in a modern form of democracy are able to access more political information than ever; this information has fused with their established political knowledge and attitudes‚ which reflects the overall political view on the political world. Thus media has built an interactive communication approach between the government and society. This interactive communication approach can
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will be wondering why paparazzi follow celebrities. Paparazzi are everywhere‚ where celebrities are and celebrities are complaining that they don’t get enough privacy. Everyone says we should give some space to the celebrities and let them live their regular lives. Celebrities seem to always be blaming their lack of privacy on the paparazzi but it’s not the paparazzo’s fault. Celebrities go to places where they know the paparazzi will be there. Some celebrities don’t want personal information about
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instructions for authors and subscription information: http://www.tandfonline.com/loi/vjrl20 Celebrity and Religious Worship: A Refinement John Maltby a a University of Leicester School of Psychology England Published online: 07 Aug 2010. To cite this article: John Maltby (2004) Celebrity and Religious Worship: A Refinement‚ The Journal of Psychology: Interdisciplinary
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Impact of Celebrity Endorsements on Brand Image Introduction Celebrities are people who enjoy public recognition by a large share of a certain group of people. Whereas attributes like attractiveness‚ extraordinary lifestyle or special skills are just examples and specific common characteristics that are observed and celebrities generally differ from the social norm and enjoy a high degree of public awareness. The term Celebrity refers to an individual who is known to the public actors e.g
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There should be a law against the way some companies advertise their products. Sue jozui‚ in her excerpt‚ argues that company owners that use famous celebrities to advertise there products should be boycotted. The author supports her argument by first stating stating that company owners that use celebrities should be boycotted. She continues by asking the reader if the consumer will buy the newest car just because a tv host get paid to pretend to drive that certain car. The authors purpose is to
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December 2011 From the Culture of Celebrity People today think of “fame” and “celebrity” as one in the same. But‚ consider what fame actually is‚ “something one earns- through talent or achievement.” Now think about a celebrity‚ many of them have yet to achieve anything at all‚ let alone something fame worthy. In fact‚ the typical celebrity has neither talent nor any accomplishments. In the essay From the Culture of Celebrity Joseph Epstein portrays fame and celebrity as two different things entirely
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Children are seen as sheltered and innocent. However‚ when a pure mind faces corruption‚ the effects are severe. Observations and experiences shift the mentality and personality of the child. Children who embrace and act upon the learned traits‚ execute actions that are not traditionally done by a minor. For their behavior‚ punishment is necessary. After discipline‚ second chances should take place. Children awareness of certain topics become enhanced because of the environment people set in
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magazine or a newspaper‚ often the first thing you see is an article about the latest celebrity getting arrested or going to jail. In my opinion celebrities are not the best role models for teenagers. Their images are photoshopped making teens think the models and celebrities look perfect‚ and they are often misquoted making teenagers believe things that are not true. A lot of the time the heavy pressure celebrities are under by the media and their fans causes them to break. Often turning to things
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