Speculations involved
The celebrities add a touch of glamour and hope to the products. The viewer gets excited when he sees a dream star endorsing a particular product. A survey denotes that people of age group 15 to 25 greatly admire cricketers followed by the Bollywood stars. That’s the reason why the cricket tycoon Sachin Tendulkar turned down the $4.4 million by not endorsing a liquor brand which would have harmed the youngsters of the country who almost blindly follow his every act. Supported by the Source Credibility Theory, the message conveyed and received mostly depends on the trustworthiness and expertise and credibility of the endorser.
Are celebrity endorsements good or bad?
This is as debatable question as ‘should celebrities indulge in multiple marriages or not?’ First thing is first, endorser has a great impact on sales. What matters is, the point they try to convey. The brand message which is what the viewere are supposed to follow. Celebrities endorse various products such as, soft drinks, shampoo, bikes, cars, etc. They also endorse lifestyles, by projecting an image, of status, wealth; that people desire. A great example of this is Jennifer Aniston finding some relief from her painful life by practicing yoga, and it’s a good virtue that she tried to help her teacher promote her yoga DVD. However, all the promotional efforts only showed that she achieved a great and hot body through yoga! Nothing at all about the relief, calm and mental peace received from the holistic practices of yoga.
Celebrities stand as the icons for public. They have the charisma and popularity to make the masses follow them. This is dependent on the values and the principles cherished by the endorser while endorsing certain products. The awareness of effects of the brand campaign, message and the product itself will have on the audience should be taken into consideration before endorsing any brand.
Role of the audience
That again comes to the ‘social responsibility’ of the publically idealized figures. Brand endorsements currently have the pros and cons just like most things do. This also makes a point for receptivity of the viewers. It would certainly not be wise to blindly accept and follow things said or recommended by people, you hardly know closely.
Celebrity endorsement is a tool to improve the visibility of the product, brand and the company itself in the market via celebrity gossip and celebrity news channels. The celebrities have done their part but the viewers have to be responsible enough to assess, scrutinize and then form an opinion about the product.