Effective Use of Celebrity Endorsement as an Advertising Strategy
1.0 INTRODUCTION
This literature review purpose is to attain a better understanding of effective use of celebrity endorsement as an advertising strategy. The types of sources covered when conducting this research included journals, articles, books and dissertation which relevant to the celebrity endorsement. There are four main parts need to be emphasis, first is the history and background, second is evaluation of three theories model; which consists of TEARS model shows celebrity play an important role in facilitating advertising effectively, The Meaning Transfer Model refers to the description of endorsement process and Elaboration Likelihood Model which deals with circumstances and situation of endorsed product and target audience. Thirdly is consumer behavior affect purchase intention and lastly is review about the negative publicity of endorser.
2. HISTORY AND BACKGROUND
Celebrity endorser refers to a famous person who makes use of his or her recognition through a consumer product by showing it in an advertisement (McCracken, 1989). By definition, a celebrity is a well-known persona such as entertainer, actor, or athlete who is being identified by public for his or her achievements in the areas additional to the product category endorsed (Friedman and Friedman, 1979). Therefore, McCracken’s definition give a clear view about the celebrity endorsement is the activity of utilize celebrity publicity to endorse a product in advertising.
Since late nineteenth century, celebrities were involved in endorsing activities nevertheless, celebrity endorsement had became a standard practice since 1980s (Choi et al., 2005). Historically, British actress Lillie Langtry was the world’s first celebrity endorser when she appeared on Pears Soap package in 1893 (Morin, 2002). The popularity of using celebrity endorsers in America increased from 15 to 25 percent in 1979 to 1997 and these days, more than 20 percent of majority television commercials feature celebrities
This literature review purpose is to attain a better understanding of effective use of celebrity endorsement as an advertising strategy. The types of sources covered when conducting this research included journals, articles, books and dissertation which relevant to the celebrity endorsement. There are four main parts need to be emphasis, first is the history and background, second is evaluation of three theories model; which consists of TEARS model shows celebrity play an important role in facilitating advertising effectively, The Meaning Transfer Model refers to the description of endorsement process and Elaboration Likelihood Model which deals with circumstances and situation of endorsed product and target audience. Thirdly is consumer behavior affect purchase intention and lastly is review about the negative publicity of endorser.
2. HISTORY AND BACKGROUND
Celebrity endorser refers to a famous person who makes use of his or her recognition through a consumer product by showing it in an advertisement (McCracken, 1989). By definition, a celebrity is a well-known persona such as entertainer, actor, or athlete who is being identified by public for his or her achievements in the areas additional to the product category endorsed (Friedman and Friedman, 1979). Therefore, McCracken’s definition give a clear view about the celebrity endorsement is the activity of utilize celebrity publicity to endorse a product in advertising.
Since late nineteenth century, celebrities were involved in endorsing activities nevertheless, celebrity endorsement had became a standard practice since 1980s (Choi et al., 2005). Historically, British actress Lillie Langtry was the world’s first celebrity endorser when she appeared on Pears Soap package in 1893 (Morin, 2002). The popularity of using celebrity endorsers in America increased from 15 to 25 percent in 1979 to 1997 and these days, more than 20 percent of majority television commercials feature celebrities
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