Perspective 97 THE PINOCCHIO FACTOR IN CONSUMER ATTITUDES TOWARDS CELEBRITY ENDORSEMENT: CELEBRITY ENDORSEMENT‚ THE REEBOK BRAND‚ AND AN EXAMINATION OF A RECENT CAMPAIGN John Temperley‚ Daniel Tangen Abstract Celebrity endorsement is a widely used tactic in marketing and much research has been done on the selection and effect of celebrity endorsement. This article looks at consumer attitudes and associations towards celebrity endorsement‚ using the case of Reebok and their latest marketing
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public and celebrities? The short answer is yes‚ it does. There are a variety of reasons for this‚ but I have leant that the main reason is money. People within the media industry want to get rich‚ and they want to get rich fast. A prime example of this is the paparazzi. Our obsession with celebrities is growing by the day‚ but have you ever wondered who the paparazzi are? How celebrity’s personal moments get immortalized in gossip magazines? The desire to feed the hunger for celebrity news is driving
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National Jazz Hall of Fame Cornelis A. de Kluyver‚ J. Giuliano‚ J. Milford‚ and B. Cauthen Table of Contents 1. Executive Summary 2. Problem Statement 3. Project Implementation & Objectives 4. Case Study Questions Executive Summary: This report is to analyze the creation of a Jazz Hall of Fame in Charlottesville‚ VA‚ which was initiated by Mr. Robert Rutland‚ a history professor‚ and jazz enthusiast. Mr. Rutland believes he can create a Jazz Hall of Fame and is planning the
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My topic is celebrity loss of privacy for their jobs‚ should celebrities have the right to privacy like everyone else or does loss of privacy come with their job. Celebrity should have the right to privacy just like everyone else. Why does the Paparazzi think that they need to barge in on celebrity life while there life be kept secret? Back in the day Celebrity had more privacy then what they have now people were more interested on the plot of the movie then actually what’s going on with the actors
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The Role of Fame‚ Fate‚ and Destiny in Beowulf Beowulf dedicated his last breath to save his people from the ravages of a deadly monster. Despite the frailties of old age‚ he hastened once more to save the day. Unfortunately‚ the terrible earth dragon was too much for him. Beowulf succumbed to his wounds and died. The last lines of this great Anglo Saxon epic was a tribute to him‚ “Thus the men of Geatland‚ his hearth-companions‚ mourned their hero’s passing‚ and said that of all the kings of
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attitude toward the consumers (Chaiken‚ 1979). McGuire (1985) also suggested that endorser which is familiar and likable towards the audience may bring persuasiveness to the advertisement. 2.1.1Celebrity Endorser Schiffman and Kanuk (2007) defined celebrities to public and famous figures 2.2Endorser Credibility According to Ohanian (1990)‚ endorser credibility can be defined as "as a communicator ’s positive characteristics that affect the receiver ’s acceptance of a message" Research found that higher
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purpose is to attain a better understanding of effective use of celebrity endorsement as an advertising strategy. The types of sources covered when conducting this research included journals‚ articles‚ books and dissertation which relevant to the celebrity endorsement. There are four main parts need to be emphasis‚ first is the history and background‚ second is evaluation of three theories model; which consists of TEARS model shows celebrity play an important role in facilitating advertising effectively
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CELIBRITY CULTURE HAS A NEGATIVE IMPACT ON TEENAGE LIFE. Is it normal that seventy percent of the celebrities‚ male or female end up taking drugs or becoming alcoholic? Is our society like that? During the last twenty years many celebrities become stupidly rich‚ and don’t really know what to do with the money or how to manage those tremendous quantities. The necessity to spend it or waste it becomes more accentuated‚ and drugs may be a quick “solution” of wasting their money. But in most cases‚
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Marine animals deserve a life just like us humans do to. Not just marine animals even the ones on land. We all deserve a life whether were humans or animals. We should be treated with kindness‚ respect‚ and love. I truly disagree with underwater noise affects. I don’t like them at all even if they hurt the marine animals or not. Whales are the most common marine animal that gets hurt by this object. It truly hurts to hear that their doing this to these poor animals. Especially‚ a whale because it’s
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I deserve the Grade of a 85 because I always put my best effort and creativity into all my work. I tried hard to put my own touch and interests into all the projects we have completed during the 2015 semester to make them unique. I consistently work hard‚ work well with others‚ and volunteer my time using my art skills to help Middle Schoolers. Although I do have my difficulties with time management and attendance‚ I mean well and try my hardest in every way I am capable. I consistently work
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