Sociology 2172A/B Lecture Notes - Lecture 8: Popchips, David Beckham, Joe Paterno
23 Apr 2018
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Cristiano ronaldo: played in the world cup, during the world cup, pepsi did an ad campaign, pepsi did an advertising that involved ronaldo as a voodoo doll and had pins going into him. Subaru ads: advertising was successful in reaching potential lesbian customers, subaru has been associated with lesbians, even though non-lesbians make up a substantial portion of sales. Advantages of using celebrities: influence consumer decision, build awareness and equity, position a brand, attract new consumers, revitalize a failing brand, stand out from the clutter, connect emotionally and quickly. The risk of celebrity endorsement: celebrities get overexposed, celebrities can overshadow brands, popularity of star diminishes. Cele(cid:271)rities(cid:859) i(cid:373)ages (cid:272)ha(cid:374)ge: nike - %475 million annually on celebrities, oscar pistorius, joe paterno, lance armstrong, tiger woods. Celebrity endorsements gone bad: madonna for pepsi, britney speaks for pepsi, beyonc for pepsi, kendal jenner for pepsi, ashton kutcher for popchips, brad pitt for chanel no. Jessica alba and the declare yourself campaign her ipad.
