StudentShare
Contact Us
Sign In / Sign Up for FREE
Search
Go to advanced search...

ETH301 MODULE 1 - Assignment Example

Cite this document
Summary
Dropping Celebrities from Endorsements Due to Scandals: Justifiable or Not? The use of celebrities as endorsers of a particular product started since the time of Sir Lancelot, Lady Hamilton, and the era of gladiators (Stadtler 18). The reason behind business owners’ choice of using celebrities emanates from the word’s definition…
Download full paper File format: .doc, available for editing
GRAB THE BEST PAPER94.7% of users find it useful
ETH301 MODULE 1
Read Text Preview

Extract of sample "ETH301 MODULE 1"

Download file to see previous pages

First, they are respected, and second, they are famous. In other words, celebrities are the perfect epitome of brand attraction, and their mere association with the product guarantees profitability. Now, celebrity advertising, the aim of which is to let the celebrity speak on behalf of the brand is coupled with positive and negative bearings at present. Over the past, recent years, “outside forces” have significantly “influenced” in company’s choice of a potential brand endorser (Lipsey 79).

This force is the media’s interest in scrutinizing the private lives and affairs of celebrities and his or her behavior that considerably affects the reputation of the company either it is a positive or negative gossip (Lipsey 79). To be specific, these are what we call celebrity scandals and misdemeanors. To date, history provides that consumers in the ancient times had no knowledge about the celebrity’s whereabouts except for its appearance on print advertisements, and the celebrity’s negative habits were “overshadowed” by his or her skills and performance (Lipsey 79).

However, that is not the case today. In times of celebrity scandals, major companies are in a deliberate dilemma whether to retain the endorser or drop him or her in the roster. Today’s scandals are so powerful in influencing the minds of consumers because of the advances in technology that no matter how skillful the athlete is during his match, he is overshadowed by his celebrated scandal. Friedman and Friedman (qtd. in Kahle and Kim 161) hold that advertisers chose celebrities over non celebrities as endorsers because it represents the “self-image” and “taste” of the celebrity over the product.

A certain celebrity endorsement entails a close relationship between the celebrity and the brand (Kahle and Kim 162). However, a noted research conducted by Baker and Churchill in 1977 (qtd. in Kahle and Kim 162) reveals that “sex” and “attractiveness” of any celebrity endorsers catch the attention of the consumers, but is “ineffective” in influencing consumers’ perception towards the endorsed product. It is difficult to draw the line between the celebrity’s influence towards the brand and the way consumers perceived the brand because somehow, they are closely associated.

However, I strongly believe that it is a hasty decision for companies to drop the celebrity endorser on the grounds of public scandal that are irrelevant to the product being endorsed by the involved celebrity. For instance, Tiger Woods’ infidelity issue prompted most of his major sponsors to back out and cut off his endorsement deals. There has been no research yet to prove the correlation between Woods’ exits from his endorsement deal in Nike to the company’s increase in sales, but there are researches to prove that Gillette somehow loses profit when he stopped promoting the brand.

The point is people are no longer ignorant to reach an illogical conclusion that Gillette’s brand quality will be reduced because Tiger Woods have an affair. It would be consistent if Woods supports a campaign for family planning methods so that his dropping from the brand is justifiable. It is justifiable, though, to scrap the celebrity endorser from a company’s roster of endorsers if he or she is no longer winning. Especially in sporting apparel and sports drinks, the winning track record of the sports icon is very important in the success of the product in the

...Download file to see next pages Read More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“ETH301 MODULE 1 Assignment Example | Topics and Well Written Essays - 750 words”, n.d.)
ETH301 MODULE 1 Assignment Example | Topics and Well Written Essays - 750 words. Retrieved from https://studentshare.org/business/1462579-eth301-module-1
(ETH301 MODULE 1 Assignment Example | Topics and Well Written Essays - 750 Words)
ETH301 MODULE 1 Assignment Example | Topics and Well Written Essays - 750 Words. https://studentshare.org/business/1462579-eth301-module-1.
“ETH301 MODULE 1 Assignment Example | Topics and Well Written Essays - 750 Words”, n.d. https://studentshare.org/business/1462579-eth301-module-1.
  • Cited: 0 times

CHECK THESE SAMPLES OF ETH301 MODULE 1

Project Paper: How to Use Linux Operating Systems as a Network Security Device or Component

This paper talks about Internet which has offered the entire world with an opportunity to interconnect remotely.... There are large and small networks that allow people to retrieve and distribute information across the network.... The primary aim of network security is to prevent data loses.... hellip; This paper intends to identify the ways in which Linux operating system can be used as a network security device or component....
11 Pages (2750 words) Essay

The Department of Defence from the Federal Budget

In this article ''The Department of Defence from the Federal Budget'' author will provide an overview of the appropriation of the Department of Defence (DOD) from the federal budget.... He will begin with brief background information and will present the defence budgets of several nations.... hellip; The similarities and differences of the national budgets and national defence spending will be discussed in a broader context considering the US defence agenda....
8 Pages (2000 words) Essay

Human Resources Management

As requested, the HR manager has prepared a report that examines the effect of implementing 5 days unpaid PETernity leave in terms of employees' performance, absenteeism, decision to stay longer with the company, and attracting new employees.... The purpose of this report is to… esent the findings of primary and secondary research necessary in developing a recommended strategy that could increase the benefits of incorporating the PETernity leave in employees benefit package. PETernity leave has recently been introduced at Virgin Mobile Australia (VMA) Although there has been quite a lot of negative feedbacks with regards to PETernity leave in other countries, it remains a fact that the benefits of implementing five days unpaid leave to VMA employees who wishes to adopt a new dog or cat less than 10 months old....
15 Pages (3750 words) Essay

Business and Accounting Ethics of Enron Company

The accountants need to prepare the financial statements like the balance sheet, profit and loss account based on the data they have collected.... These… Mainly the external stakeholders like the shareholders, prospective investors, bank and government use the financial statements for taking decision about their further association Along with this the management accountants also use the financial statements and the statements like cash flow, fund flow (which are not published in the annual reports) and they formulate a plan about the further steps that should be taken by the management so that the company can use the available resources optimally and can perform better....
6 Pages (1500 words) Essay

Conclusion for the thesis

Various electronic devices, multimedia as well as computers are all next to impracticable without internet.... The internet help us retrieve files such as journals,… Apart from retrieving files, we can also share them with other people through uploading them on several networking websites or through sending them through an e-mail. Over ICT THIS IS AN EXAMPLE FOR THE BACHELOR THESIS PROJECT First Supervisor: Rami Idris Second Supervisor: Hubert Kohl Turki Aldoseri 202322166 [Submission Date]Table of ContentsCHAPTER 1: INTRODUCTION 31....
1 Pages (250 words) Essay

Security-Enhanced Linux System

The author examines the pros and cons of using SELinux in a volatile and insecure environment and that SELinux has taken policy administration into a completely different league, which has raised further questions.... As such, users await with eagerness as to what the subsequent versions of SELinux....
11 Pages (2750 words) Research Paper

The Main Criticisms of the Cultural Imperialism Thesis Made by Media Globalisation Theorists

"The Main Criticisms of the Cultural Imperialism Thesis Made by Media Globalisation Theorists" paper explores the concept of cultural imperialism in the context of media globalization and outlines the criticisms of the cultural imperialism thesis that were presented by media globalization theorists....
15 Pages (3750 words) Coursework

Building a Security System to Protect the IT Assets of a Medical Centre

Beachfront is a fast and rapid-growing multi-specialty medical center.... The paper "Building a Security System to Protect the IT Assets of a Medical Centre" stipulates how the security system will be built and implemented.... This shall be done in five-phase.... hellip; To improve Beachfront's efficiency the management decided to open an IT department....
13 Pages (3250 words) Assignment
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Contact Us