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Advertising effects of celebrities and psychology.

Wednesday, April 28, 2021

psychology

In this article, we'll discuss the advertising effects of celebrities and psychology.

The use of celebrities to promote a company is a regular part of the sales strategy, but do you know about the disadvantages and advantages of these?

If you think about it a little, what I'm about to say will make sense! But how can you take advantage of only the advantages? How can you take advantage of the advantages and minimize the disadvantages? But how can we take advantage of the advantages and minimize the disadvantages?

Disadvantages of using a celebrity

Loss of fame of the celebrity

When the "image" of the celebrity hired by the company deteriorates, the reputation of the company will also decline.

This is a famous story of a celebrity who has caused a scandal and is held liable for advertising expenses.This is due to the fact that the celebrity's traits create an impression of the company's brand.

This is due to aspects such as brand identity and brand personality.

Originally, the brand image of a company included

Brand personality

Whether the company has a culture that can create devoted followers.

The ideal self-image that a customer places on the brand, and how the company perceives its brand.Who is the target audience for the brand?

What is the relationship between the brand and the consumer?

The relationship between the brand and the consumer - The brand's appearance, colors, materials, decorations, etc.

The relationship between the brand and the consumer - The appearance, color, material, and decoration of the brand - These factors can be considered to represent the people who use the brand.For example, a brand with a stimulating aspect may give the impression of being bold, calm, energetic, creative, cutting edge, independent, youthful, etc., while the opposite aspect may give the impression of being a rebel.

The image given by the celebrity being used also has the purpose of clarifying the brand image of the company, so the flip side of the great benefit is that it can damage the reputation of the brand.

Another problem

Rather than psychological, there can be other legal issues such as contracts.

For example, by having multiple contracts, some of the companies that signed the contracts do not get the attention they deserve, and so on.

In other cases, there is too much attention given to celebrities and they do not feel connected to the brand.

As a consumer, I can't actually see the contract, but I can see the celebrity in this company's commercial. However, it is possible to see advertisements in which the impression of the company is diminished by the fact that "this celebrity is in a commercial for this company?

The reason for this is that there is no connection with the brand image, and this can happen if the brand image is not respected.

Tips for Appointment

In order to maximize the brand image of your company within the limited advertising budget, you should seek the following from the celebrity to be used.

A celebrity in a related industry

A person with whom you share values

A celebrity who is attractive (favorable) in terms of appearance.

In terms of looks, some media psychologists have suggested that good looks can have the same advertising effect as good looks, even if the person is not famous.

For example, if you are a sports manufacturer, you can advertise the athletes of the sport.For example, a sports manufacturer may want to target athletes, while a cosmetics company may want to target models and other celebrities whose looks are important.In the health food industry, celebrities who are known for their healthy lifestyle are used.


That's about it.

While there are a variety of values, people psychologically associate the image of a company with a celebrity, so companies are aiming for advertising effects based on these aspects as a strategy.Nowadays, as certain issues are being addressed, it is hard to say how long this value system will last.


Conclusion

The publicity effects of companies can be seen in all kinds of everyday life.

This psychological aspect of celebrity advertising is not limited to celebrities.

The same can be said for the companies that sell their products.

Receiving the benefits of publicity is a story that benefits both the company and the celebrity (vendor).

It is important to understand these things before engaging in sales activities.

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