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Web Literacy: Endorsement 260 Views
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Transcript
- 00:01
We speak student!
- 00:06
Celebrity Endorsements on the Web
- 00:09
[ dog barks ]
- 00:10
How are celebrities used in advertising?
- 00:14
The main question here is
Full Transcript
- 00:16
why do celebrities work as --
- 00:20
Why does it work to have celebrities endorse your product?
- 00:23
And the answer really is just that
- 00:25
these are people who we want to be like.
- 00:27
You know, we talked before.
- 00:29
Everyone wants to be famous.
- 00:30
Hey, this person's famous and they eat McDonald's cheeseburgers.
- 00:34
Maybe if I eat McDonald's cheeseburgers,
- 00:35
I'll be famous, too.
- 00:36
And we don't actually think that,
- 00:38
but that's how it works.
- 00:39
We're not actually sitting there thinking,
- 00:42
"Maybe if I went and got a McDonald's cheeseburger,
- 00:44
I, too, would be an NBA professional."
- 00:46
That's not how we're thinking.
- 00:47
But that's basically what's at work in our brains.
- 00:50
We know it works.
- 00:52
When I think of Nikes, I think of Michael Jordan.
- 00:55
If you were to say, "Picture someone in Nikes.",
- 00:57
I'd picture Michael Jordan in Nikes.
- 00:59
That's because he endorsed Nike.
- 01:01
- He was Nike. He is Nike. - Yeah.
- 01:03
And even if I haven't seen Michael Jordan
- 01:05
in a Nike ad in probably over a decade,
- 01:07
I still think of that. So we know it works.
- 01:10
But it's really just about
- 01:12
that it is a figure we recognize
- 01:14
and kind of look up to and kind of wanna be.
- 01:16
But, yeah, we do have this question of,
- 01:18
"Does the person actually use the product?"
- 01:19
We know they're being paid -- I think Beyonce was paid like
- 01:23
50 million dollars or something to endorse some product.
- 01:25
We know they are getting an insane amount of money to do this.
- 01:29
Do we actually think that they believe in it?
- 01:31
And that comes back to that question,
- 01:34
"Do Angelina and Brad actually believe in their causes?"
- 01:37
Probably. Yes. They've adopted eight children or however many.
- 01:40
Does some, you know, Paris Hilton? No.
- 01:43
You know, we don't...
- 01:44
- Yeah, does Michael Phelps really love Subway sandwiches? - Right!
- 01:48
There we go, exactly.
- 01:50
But that said,
- 01:52
there's a pressure put on celebrities in that
- 01:55
fame is typically pretty fleeting.
- 01:57
The attitude from the celebrities' thing is,
- 02:00
"Hey, the money is available now."
- 02:02
They've got agents and managers pushing them.
- 02:04
And the celebrities are typically good at swimming a 200 meter butterfly,
- 02:08
not necessarily making articulated financial decisions.
- 02:11
So it's understandable
- 02:13
that they would jump on whatever product it is and,
- 02:16
"Oh, you want me to market diet cherry soda?
- 02:20
I'll start drinking it and then I'll say I drink diet cherry soda or whatever it is."
- 02:23
We talked about how these guys in The Big Bang Theory
- 02:26
are making a million dollars an episode,
- 02:28
22 million dollars a year.
- 02:29
These celebrities might make that much
- 02:33
- for half a day of their time. - Exactly.
- 02:36
Penny is advertising like 18 different things
- 02:39
that I've been seeing on TV.
- 02:40
And that money is magnitudes more
- 02:44
than what they make from the actual television show.
- 02:46
Yeah, because it takes a week or so
- 02:47
to tape an episode of Big Bang Theory.
- 02:48
Again, it takes probably a half a day at most
- 02:51
to tape a ten-second spot, so...
- 02:53
Exactly. So celebrities are used in advertising
- 02:58
because they're this almost God-like figure.
- 03:01
When they drink the same soda we drink,
- 03:04
we're touching their God-like status in some form,
- 03:08
and so we wanna buy more of the product.
- 03:10
Exactly.
- 03:11
[ pen writing ]
- 03:14
How are celebrities used in advertising?
- 03:26
All right, hope that worked.
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