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