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The Power and Pitfalls of Celebrity Endorsements in Advertising

This article delves into the influence of celebrity endorsements in advertising, spotlighting controversial figures like Michael Vick, Marion Jones, and Lance Armstrong. It examines the potential risks of associating brands with celebrities whose actions may tarnish their image, showcasing incidents of doping and scandals. Companies like Nike and TOMS Shoes illustrate the challenge of navigating public perception while promoting products. Additionally, the article discusses various emotional and rational appeals in advertising, emphasizing the balance between positive messaging and potential negative consequences.

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The Power and Pitfalls of Celebrity Endorsements in Advertising

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  1. Creating the Message

  2. Goals of Advertising:

  3. Danger of celebrity endorsements: In one commercial Nike has: Michael Vick: Charged with running a dog fighting ring Marion Jones: She won five medals at the 2000 Summer Olympics in Sydney, Australia but has since agreed to forfeit all medals and prizes dating back to September 2000 after admitting that she took performance-enhancing drugs. Andre Agassi has rocked the tennis world by confessing he used meth—and then lied about it. In a series of emails to cycling officials and sponsors, seven-time Tour de France winner Lance Armstrong is being accused of doping by Floyd Landis. Landis also admitted his recent involvement with doping. Serena Williams fined $10,500 for US Open semifinal scandal "I swear to God I'm ... going to take this ... ball and shove it down your ... throat, you hear that? http://www.youtube.com/watch?v=N9kSfQybPsA

  4. TOMS Shoes story is that they give a new pair of shoes to a child in need for every pair you purchase. There is no other leather bag company on the planet like Saddleback Leather. This company oozes personality. The website is full of tales of Mexican bullfighting, travel in third-world countries, simple pleasures and touching stories about the owner’s beloved Labrador named Blue. And Saddleback’s slogan is killer: “They’ll Fight Over it When You’re Dead.” Enterprise Rent-A-Car says "we'll pick you up."

  5. SWOT Analysis

  6. 4 Advertising Appeals: Emotional Love, fun, adventure, romance Biological Health, security Positive Negative • Rational • Convenience, cost savings,safety, warranties, ease of purchase • Socialsocial behaviour • beauty • body shape

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