Celebrities Essay Example | Topics and Well Written Essays - 1000 words

Celebrities - Essay Example As a result, there are pros and cons when a company decides to contract a celebrity to be the face of its product or service. Celebrity endorsers are individuals who are known to the public for achievements in areas other than that of the product-category endorsed. The individual enjoys public acknowledgement and who uses this acknowledgement on behalf of a product or service by appearing with it in an advertisement. As well as promoting established brands, celebrity endorsers are used to promulgate new brand images, reposition brands or introduce new ones (Pride, 2013). The use of celebrities has become a common practice for companies competing in today’s cluttered media environment, with one in five marketing campaigns now featuring celebrities. The use of celebrities as endorsers tends to create, attempts to create positive effects in the minds of consumers, operating alongside consumers’ owned culturally formed meanings. Companies invest large sums of money to align their brands and themselves with endorsers. The rising popularity of this phenomenon is due to increasing consumer consciousness and new product proliferation, and encouraging marketers to use attention-creating media stars to assist in product marketing. Initially, the use of celebrity endorsers seemed to be an all-gain/no-risk situation, but as with any dynamic marketing communication strategy, there are potential hazards (Dietrich & Livingston, 2012). Hence, before a company embarks on the process of hiring celebrity endorsers to market its product and services, it ought to critically analyze the pros and cons of using this kind of marketing strategy. Nike is one of the companies that have enlisted the services of celebrity to market its new elite speed mercurial vapor playing boots currently worn by Cristiano Ronaldo and Lionel Messi. Pros of celebrity endorsers Celebrity endorsers can create positive buzz and attract both new customers and investors. The exposure companies can get by associating by their products with a celebrity is such a lucrative opportunity such that businesses often give away products in the hope of attracting celebrity interest. Furthermore, celebrity endorsers help to increase mainstream exposure. Most companies are aware the Western culture is infatuated with celebrities. Hence, for a company that has just gained a foothold of the market, the use of a celebrity figure will enable the company to drive a lot of eyeballs towards its product or service. The use of celebrity endorsers will help to increase the credibility of the product. Even though there are celebrities that have developed a love to hate relationship with members of the public, their appearance in various products can help to generate the appearance of credibility for both developing and established companies. A lot of consumers prefer to use that product or service that has a celebrity on it since it signifies that the product has something worth checking out. The u se of celebrity endorsers tends to generate compelling content, which has often, proved to be an elusive aspect for content-driven businesses. As a result, the use of celebrities will enable the company to produce the type of content that can hardly be bought regardless of the amount of money that the company intends to use in marketing the product or servic

6.Critically evaluate the contribution of different feminist Essay

6.Critically evaluate the contribution of different feminist approaches to the discipline of Sociology - Essay Example usually emphasize on the ‘male domination of society’ (Kirby, 2000, p.90) trying to explain the causes for various social phenomena; the above method of explaining the development of social facts leads to the justification of certain social facts and the ignorance of others; it is mentioned, for instance, by Kirby (2000) that feminist approaches are used in order to explain the abuse of women by men but there is no reference to the opposite phenomenon. Despite their weaknesses, the feminist approaches have contributed to the development of sociology but this contribution has different aspects and consequences in the context explained below. Feminist perspectives in sociology are likely to have a specific theoretical form; this form is usually depended on the social theory on which these perspectives are based; the above fact is made clear in the study of Rege (2003) where it is noted that ‘a popular method of categorizing feminist theory has been the hyphenated approach: liberal, radical, Marxist, socialist, postmodern and black feminisms’ (Rege, 2003, p.51The development of feminist approaches in sociology has led to severe conflicts among researchers that study the specific field; more specifically, it has been supported that the existence of feminist approaches implies that in sociology there are also ‘masculine’ approaches (Hage, 1994, p.140); this fact leads to the assumption that social theories are not based on the observation and objective interpretation of social phenomena but they are likely to be influenced by the gender of the sociologist involved. This assumption could lead to the decrease of quality and validity of social theories. The above view would also imply that theories that are quite known and which are not characterized as based on a feminist approach of social phenomena, for instance the positivism, cannot be used in order to explain social conditions or actions that are related to women – for example the role of the women in