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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

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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