Celebrity Advertising

On August 23 class, we were talked about brand loyalty and effectiveness of celebrity advertising. The billions of dollars spent per year on celebrity endorsement contracts show that celebrities play an important role for the advertising industry. There are positive and negative aspects for using celebrities for advertising. On positive side, in general, people think that advertising messages delivered by celebrities provide a higher degree of appeal, attention and possibly message recall than those delivered by non-celebrities. In addition, celebrities increase the memorability of the message and may provide a positive effect to generalize to the brand. For examples, I found some advertising in Korea which was using celebrity, Jessica Alba for cosmetic company’s commercial. There are several different versions of commercial. Isa Knox is a kind brand from LG, which company is famous for cell phone and electronic device in the Unite States. This company used many of celebrities for their commercial, especially on the cosmetic brand to make higher brand image. Drew Barrymore and Amanda Hearst are the other celebrities who were advertise this Isa Knox brand.