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The Branded Identity of Celebrities

The Branded Identity of Celebrities. The Construction of a Celebrity Branded Identity as a Product. . Celebrity presence in People, RollingStone , and InTouch.

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The Branded Identity of Celebrities

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  1. The Branded Identity of Celebrities The Construction of a Celebrity Branded Identity as a Product.

  2. Celebrity presence in People, RollingStone, and InTouch • 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

  3. Type of Ads • 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

  4. Using Celebrity to advertise TV and Movies • 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%

  5. EXAMples

  6. Celebrity Endorsements • 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.

  7. Examples

  8. Self-Promotion • 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

  9. The Bret Michaels Ad

  10. Other important Details • 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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