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Published byMavis Harrison Modified over 9 years ago
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The Construction of a Celebrity Branded Identity as a Product.
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25/71 About 33% of the adds in all of the magazines either contained a Celebrity or mentioned one. 16/53 About 30% of People magazine. 5/12 About 42% of Rollingstone. 3/10 30% of Intouch People and InTouch are entertainment magazines, RollingStone is a music magazine
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Three types of ads that used Celebrity Ads for TV or Movies, Endorsements, self promotion 15 ads advertise TV or movies 60%, 75%(12) in People, 40%(2) in Rollingstone, 33%(1) in InTouch 24%(6) ads are endorsements, 19%(3) of the celebrity ads in people, 20%(1) in RollingStone, 67%(2) in InTouch 16%(4) are self promotions, 6%(1) in people,60%(3) in RollingStone,0 in Intouch A Bret Michaels Ad in RollingStone fits under the TV and Self Promotion Category
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Shows that contain a somewhat recognizable character include the celebrities’ names in the copy. 5 or 33% of the TV or Movie ads. If the ad contains an image of an extremely recognizable celebrity the name may be left out, for example House (Hugh Laurie) and Cougar Town (Courtney Cox). Almost half the TV and movie ads contain a simple or solid color background allowing the celebrities to be the main focus. 7/15 or 47%
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4 out of the 6 endorsement ads play up the celebrity identity. Tide (Venus Williams), Antifreeze (Danika Patrick), Tresemme (Samuel Ganes), Tampax (Serena Williams) Either the product relates to what the Celebrity is famous for or the setting or theme of the ad constructs a relatable identity of the Celebrity. In 4 of the endorsement ads the mise-en-scene created a greater focus on the Celebrity than the product. The placement of the Celebrity vs. the product. Great examples of branded Identity of celebrity, the Williams Sisters and Danika Patrick.
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3 of the 4 ads advertise the celebrities album The celebrities in all 4 ads are singers/musicians. Similar ads- Taylor Swift, Sara Bareilles Kings of Leon- The actual celebrities don’t appear in the image Bret Michaels- Advertising his reality show as well as himself- great example of Branded Identity, Rock Star and Father identity
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17/25 68% celebrity ads had signifiers of upper class, 4/25 16% had middle class signifiers, 1/25 4% had lower class signifiers, 3/25 12% did not have clear class distinction. 2 of the non-celebrity ads centered around the idea of celebrity identity, The Snickers ads- reality star and rock star.
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