Celebrities
are always faced with a camera whether it be the paparazzi, a camera crew on a
movie set or shooting their next celebrity endorsement deal. Celebrity
endorsements have been used by almost any brand you can think of or any brand
that you may use on a day-to-day basis. This type of endorsement is unique
because it provides consumers with the powerful association of the celebrity to
the product or the brand. According to Brand
Communications in Fashion Categories Using Celebrity Endorsement by Angela
Carroll “For the consumer, the brand functions as a means of identification,
reduces search costs, effort and perceived risk, thereby facilitating a
shortcut in decision making, and represents a guarantee of quality and
reliability”. When a brand takes on a celebrity they generally are looking to
use his or her fame and fan base to generate popularity for the brand or the
new product of promotion. In addition to generating popularity celebrities also
can help create particular images for a brand. These images can help market the
product and will stick in the heads of the consumers and become memorable.
Just
as the brand benefits from using a celebrity to serve as a positive image and
spokesperson for a new product, celebrities also reap the benefits of the
endorsement. Carroll writes in Brand
Communications in Fashion Categories Using Celebrity Endorsement, “Celebrities
can command large fees for celebrity endorsement contracts, making this an
attractive and lucrative career dimension. The benefits of using celebrity
endorsement to support a brand strategy can include increased attention, image
polishing, brand introduction, brand repositioning and the potential to
underpin global campaigns”. Celebrities may look to endorse a brand for an
additional revenue stream and opportunity to make money beyond their
traditional talent avenue. Endorsements are also a good idea for those
celebrities struggling after a negative publicity stunt or bad performances.
Endorsements strive to put the celebrity in a positive light, which is exactly
what a celebrity may need if they are struggling with their image or stuck in a
rut or some sort.
Two
celebrities who have recently had success landing endorsement deals are Justin
Timberlake, and Katie Holmes. Justin is an example of a celebrity who has taken
control of his brand and Katie is the first celebrity endorser for a specific
brand. Both are memorable celebrities who have positively impacted the brands
and products that they represent.
As we have all seen Justin Timberlake has made the ultimate
comeback with his newest album, “The 20/20 Experience”. The album according to
Nielsen SoundScan sold 968,000 copies in its first week in stores. To promote his new album Timberlake
partnered with Target to release an exclusive version of his CD featuring bonus
tracks. According to an article, The
Timberlake Brand, Carried Along on a Media Storm, in the New York
Times, “Mr. Timberlake was in
commercials for Bud Light Platinum and Target, and made a breathlessly promoted appearance at the
Grammy Awards. ITunes streamed the album before its release, stoking huge
advance sales. Then there were his performances around the Super Bowl and South by Southwest, his fifth
time hosting “Saturday Night Live” and
a full week as a guest on “Late Night With Jimmy Fallon” (New York Times).
As an entertainer who has been in the industry for many years Timberlake really
knows what he is doing when it comes to his brand and promoting others.
In his partnership with Target he released an exclusive
version of his CD with two bonus tracks. Not only did this draw the attention
of his loyal fans to buy his CD at Target but it brought in much revenue for
him as well. By encouraging people to buy his CD from target he is bringing in
more revenue than those entertainers primarily selling music on iTunes and
online.
What is truly
unique about Timberlake and his recent promotions is that he was appointed
creative director at Bud Light Platinum to direct a new, classy black and white
advertisement. According to Mashable, “The ad, which broke during the Grammys
Sunday night, is the first to feature J.T. in his new role as Bud Light
Platinum's creative director. That appointment came about a week after
BlackBerry made Alicia Keys its creative director. Apparently, you can't be in with the kids these days unless you have a
pop star calling the shots for your marketing” (Mashable). Although not all
celebrities have the luxury of controlling their brand as Timberlake does, they
certainly strive to be as successful as him.
A second celebrity who has become a
familiar face for a brand is Katie Holmes partnering with Bobbi Brown
cosmetics. According to multiple sources he actress signed a deal back in
September 2012 with the cosmetic brand and will be the first celebrity face for
Bobbi Brown Cosmetics. According to the New York Daily News, “Holmes, who’s been in the media’s spotlight since her
high-profile split from actor Tom Cruise this summer, says she’s excited to work
with the 21-year-old brand”. The actress must be excited to do something that
makes new headlines and gets the attention off her recent headline-making
divorce. As the first celebrity face for Bobbi Brown Cosmetics Katie Holmes
will not be compared to any past celebrity endorsements for the brand, which is
favorable for her. Her past fan base from Dawson’s Creek is sure to look into
purchasing the cosmetics Holmes models in recent advertisements, which is
always a plus for the brand. “The actress looks so effortlessly flawless that
she definitely has us considering reaching for the Long-Wear Even Finish
Compact Foundation she wears in the campaign”, E-Online writes about how easily
the actress can persuade any to buy Bobbi Brown cosmetic products.
Holmes
made a smart business move by accepting a partnership with Bobbi Brown
cosmetics in a new industry she has never been involved with before. Her
timeless beauty helps the cosmetic company as well as markets herself as a
happily divorced celebrity not afraid to take risks and take on new projects.
Both Justin Timberlake and Katie
Holmes have used their fame and fortune to bring them even more fortune for
their careers. Bud Light Platinum, Target and Bobbi Brown Cosmetics utilized
the popularity of these two celebrities to increase the reputation of their own
brand. Consumers will now associate the brand with the celebrity and continue
to make that association for quite some time. We have gotten so used to viewing
celebrities in the headlines for their entertainment success and now for
endorsement deals. I don’t think there will ever come a time that we, as
consumers, will encounter an advertisement or product that is celebrity free.
What do you think?
Works Cited
Carroll, Angela. "Brand Communications in Fashion Categories Using Celebrity Endorsement." Journal of Brand Management. N.p., 12 Sept. 2008. Web. 25 Mar. 2013.
Curiel, Rosie. "Katie Holmes' First Bobbi Brown Ad Revealed—See the Pretty Pic!" E! Online. E! Online, 19 Feb. 2013. Web. 27 Mar. 2013.
Murray, Rheana. "Katie Holmes Signs on to Be Face of Bobbi Brown Cosmetics, Makes First Public Appearance since Tom Cruise Split." NY Daily News. NY Daily News, 6 Sept. 2012. Web. 27 Mar. 2013.
Sisario, Ben. "Justin Timberlake’s ‘20/20 Experience’ Album." The New York Times. The New York Times, 28 Mar. 2013. Web. 29 Mar. 2013.
Wasserman, Todd. "Watch Justin Timberlake's First Ad for Bud Light." Mashable. Mashable, 11 Feb. 2013. Web. 26 Mar. 2013.
Stephanie Griffin
ReplyDeleteMalina,
I found your topic about celebrity endorsements to be very interesting! I was reminded of a project from last semester in Professor Burn’s Political Communication class where we discussed how certain celebrities were endorsing the presidential candidates. Certainly, celebrities have this advantage to endorse another person, organization, or business because of their level of fame and success. As Angela Carroll notes in her article, “Brand Communications in Fashion Categories Using Celebrity Endorsements,” “Celebrity endorsement has become a popular approach in the branding process both in terms of gaining and keeping attention and in creating favourable associations leading to positive brand knowledge and distinct brand images. This works fundamentally by creating a congruent image between the brand and the consumer” (Carroll 150). In other words, the relationship between the celebrity and brand can benefit both by having a level of attention displayed to consumers and by creating this positive association between both. I liked your example about Justin Timberlake’s endorsement with Target for his new album, the 20/20 experience. It has been even more effective that the commercials for his album feature the target logo because people who watch his commercial will associate Target’s logo with Timberlake’s new album. I also found it smart for Timberlake to team up with a company since he has not released an album in almost seven years. Having this relationship with Target can not only benefit his album sales, but has also helped get his new album exposed to more listeners than he could have just by self-marketing. Overall, there are many positives for celebrities to endorse brands and companies since it seems both parties benefit from the association.
As far as your final question regarding rarely ever seeing an advertisements without a celebrity, I just think it has become so common to see celebrities endorsing businesses. From Cover Girl to Bud Light, it is inevitable to avoid commercials with recognizable faces. However, it is also important to note that when representing a company or brand, celebrities must keep a clean image or else the company or brand may also be affected. As David P. Marshall discusses in his article, “The Promotion and Presentation of Self: Celebrity as Marker of Presentational Media,” celebrities must maintain a private self and public private self when representing themselves and other companies. He states, “On one level, there is the public self. This is the official version that in celebrity parlance would be the industrial model of the individual…The second level of presentation is the public private self. It is recognition of the new notion of a public that implies some sort of further exposure of the individual’s life” (Marshall 435). Essentially, what he is suggesting is sometimes it is hard for these celebrities to maintain an appropriate private life, especially with the level of technology today that celebrities are engaged with. A celebrity’s tweet can go viral in seconds, and any news about their private lives can be covered through entertainment news. Yet, it is imperative, especially when the celebrity is under contract with a company they are endorsing, for these individuals to essentially behave professionally.
Griffin -2
ReplyDeleteOverall, the association between celebrity and company/brand has certainly become popular overtime. It is much easier to associate a product with a celebrity now than ever before because it is becoming more common to see advertisements with celebrities. Not only does the association of a celebrity help the company or brand, but it can also put the celebrity at an advantage in the public eye. Yet, it is important to note celebrities must remain professional when under certain contracts, or else the relationship between celebrity and company/brand will be broken. Overall, the idea of celebrity endorsement certainly is an advantage for both parties when it comes to marketing a brand or company to consumers.
Works Cited
Carroll, Angela, “Brand Communications in Fashion Categories Using Celebrity Endorsement,” Journal of Brand Management 17 (2009): 146 – 158.
Marshall, David, P. “The Promotion and Presentation of Self: Celebrity as Marker of Presentational Media,” in The Media Studies Reader, Laurie Ouelette, ed. (New York: Routledge, 2012), 427 – 438.
This comment has been removed by the author.
ReplyDeleteMalina,
ReplyDeleteI think the relationship between celebrities and the brands that use them for endorsement purposes will always be beneficial to both parties. Brands use celebrities to solidify the image of their brand and their products. Everything from hygienic products such as Proactiv’s acne cream using popular celebrities, to insurance companies such as Esurance using celebrities’ voices in their ads have been used as celebrity endorsement tactics by brands.
While using a celebrity in an ad is more costly than an unrecognizable figure or “commercial actor”, studies have reported that the increase in sales is worth the endorsement fee. Carroll’s article Brand Communications in Fashion Categories Using Celebrity Endorsement discusses this phenomenon in which consumers express drastically different purchasing behaviors to ads including celebrities. “Overall research points to accumulated positive influence over the audience's recall and purchase intentions, with celebrities deemed more effective than using a typical consumer or expert. Pringle asserts that successful celebrity/brand partnerships have resulted in significant gains in income for brand owners” (Carroll). Thus, the use of celebrity endorsements seem to significantly influence perceived benefits and added value attached to the brand from the consumer’s eye, which in turn impact sales on a noticeable level.
If you think that this advertising tactic is just used within America’s celebrity obsessed culture, think again. “The use of celebrity endorsers has increased to approximately 25 per cent of all advertisements in the United Kingdom and United States and approximately 70 per cent of all advertisements in Japan” (Carroll). Movies such as Lost in Translation and Tropic Thunder came to my mind when I read this statistic, as they satirically show B-list or “has-been” actors doing cheeky Japanese advertisements for products such as whiskey or energy drinks.
You touch on Justin Timberlake’s comeback pop album “The 20/20 Experience” and how Timberlake partnered up with Target. This topic is a perfect segue from last week’s discussion about the eradication of record stores and physical versions of music CDs. Target is attempting to revive the music department in their stores, which I’ve personally seen diminish over the past decade due to the digital downloading of music. I believe this was a smart move by Target to increase sales and revive a seemingly obsolete department of their stores. What it also does is feature him as a representative for the brand, as seen in Target commercials featuring him and the iconic red target logo on the microphone. The ad campaign included an ad where “Target found 20 of JT’s biggest fans and asked them to help introduce his new album”. Halfway through each fan’s rendition of the album intro, Timberlake pops out from behind them to surprise them and the ad shows their star-struck reactions. I thought this was a great advertisement because it highlights Target throughout, and also shows the relationship between JT and his fans, followed by the promo of his new album and the exclusivity of the bonus material at Target stores. In a way, JT fans will feel that they need to purchase his album at Target instead of a digital version to not only get this bonus material, but to also solidify that they themselves are one of his “biggest fans”.
Timberlake also endorses Budweiser and their famous Bud Light Platinum beer, as the have made JT the “creative director” of the beer line. Their ad features a black and white performance of his “Suit & Tie” song, tagged by the quote “one platinum hit deserves another, attaching his song to the beer”. A word association like this is ideal for a brand to use in an ad, and was a very successful campaign for both JT and Bud Light Platinum. These example highlight how brands and celebrities both benefit from celebrity endorsements, and this relationship will be an integrated for as long as advertisements are relevant in the media.
ReplyDeleteCarroll, Angela. "Brand Communications in Fashion Categories Using Celebrity Endorsement." Journal of Brand Management. N.p., 12 Sept. 2008. Web. 25 Mar. 2013.
Wasserman, Todd. "Watch Justin Timberlake's First Ad for Bud Light." Mashable. Mashable, 11 Feb. 2013. Web. 26 Mar. 2013.
Celebrity endorsements are always something that I have found particularly interesting, especially when it comes to the brands that celebrities choose to endorse and the reasons that they are endorsing them. Sometimes you see a commercial and you think, “wow, they really have nothing left in their career do they?” and laugh at whatever ridiculous product that they are selling. But sometimes when done right, celebrity endorsements can be beneficial partnerships to both sides of the team, the brand and the celebrity. Angela Carrol states in her article, Brand Communications in Fashion Categories Using Celebrity Endorsement, “The benefits of using celebrity endorsement to support a brand strategy can include increased attention, image polishing, brand introduction, brand repositioning and the potential to underpin global campaigns.” Celebrities can breath new life into a product and help boost sales dramatically simply because their fans want to use what their idol uses. Sure some of these endorsements are a little weird such as Lisa Rinna endorsing Depends or Serena Williams endorsing Tampax, but we now associate those names with the products and if we are fans of either of those celebrities we are more likely to buy them than another brand. It is very clear when a celebrity is using their image in the hope of some kind of boost, as David Marshall stated in The Promotion and Presentation of the Self: Celebrity as Marker of Presentational Media, “What we have described above is the ideal self that celebrities were able to proffer and ultimately led to their capacity to effectively sell a wide variety of products.”
ReplyDeleteBut if not to sell yourself, why endorse a product? I’m sure we are all wondering what Jamie Lee Curtis is doing every time we see one of those Activia commercials where she is rubbing her stomach and talking about occasional irregularity. Could that possibly be good for one’s career? The answer is probably no, but it is good for their wallets. We always hear about celebrities somehow going into debt or filing for bankruptcy or owing an insane amount of money in back taxes, how I will never understand. These endorsements are the perfect way to pick up and extra revenue stream, and they can line your wallets in a pretty major way. I guess if you are selling maybe an abnormal product, seeing one of those train wreck celebrities endorse it makes sense. Carroll talks about match the a celebrity to a product saying, “The effectiveness of a celebrity endorsement strategy may be mediated by variables such as the celebrity/product fit, the product and usage occasion, societal / cultural conditions and the volume of repetitive advertisements featuring celebrities.” Using this logic it’s safe to say that if you haven’t heard of the product before, the celebrity is really only doing the endorsement to help get a little extra revenue. I think this puts a very big difference in being the face of brand such as Jennifer Lawrence now is for Dior and being excited to see the new ads that come out as compared to wondering what a celebrity did to get to that point in life.
Marshall, David P. “The Promotion and Presentation of the Self: Celebrity as Marker of Presentational Media.” Celebrity Studies. Routledge, Jan. 2010. Web. 30 Mar. 2013.
Carroll, Angela. "Brand Communications in Fashion Categories Using Celebrity Endorsement." Journal of Brand Management. N.p., 12 Sept. 2008. Web. 30 Mar. 2013.
DJ Mahoney
ReplyDeleteMalina-
I really enjoyed reading your post about endorsements since it is something we see on a day-to-day basis as we go about our lives. Media is a field that is so prominent in today’s society and advertisers along with celebrities are using it to their advantage to partner up to influence their audience to take action. This action is usually associated with a product or good incorporated at least one of the two parties in the agreement. I thought you brought up two great examples of different ways that celebrities can find themselves working with businesses and certain products.
Your example with Justin Timberlake was a good representation of the fifth key feature in the Social Marketing Theory, which says that the strategists come up with methods for “stimulating interest and inducing information seeking by audience members.” (Baran 285) These methods provide easy access to information of the publicity or campaign once the information seeking has begun. With the example of Justin Timberlake and Target, the company used Timberlake’s fan base as their main focus, knowing that the artist’s new album would have immense media coverage and would be talked about by thousands of fans. By selling an album with bonus tracks exclusively at Target, consumers are wondering what they might be missing out on that their favorite artist has produced. This leads them to go to Target to buy the album rather than purchasing it online or at any other store. This is great for Target because while fans are there buying the album, they’re also likely to purchase other items at the store. This probable outcome allowed Target to give Timberlake a larger percentage of the revenue.
Another part of the Social Marketing Theory is targeting messages for specific audiences who are most receptive to those messages. MTV has taken this by storm, providing commercials at each break that target and cater towards their viewers. One example is the Proactiv skin care line and the numerous celebrities who have spoken on its behalf, recalling their personal use with the product. A question that I have to this is, are the celebrities doing this just for the money or are they truly being authentic because they support the product?
A big thing to think about when making advertisements and endorsement deals is how costly the process will be from start to finish. When thinking of low-cost marketing and publicity, social media seems to be the right way to go. Many celebrities have their own personal Twitter account and use it frequently. In the article, “To See and To Be Seen: Celebrity Practice on Twitter”, the author describes the relationship between fans and celebs as, “the perception of direct access to a famous person, directly ‘insider’ information, first person pictures, and opinionated statements.” (Marwick) Certain celebrities on Twitter also use it as an opportunity to connect with their fans, answering them personally or retweeting them to show support. The benefits to using Twitter for marketing, is that “tweets can be posted and reaf from the web, SMS, or third-party clients for desktop computers, smartphones, on-the-ground reports, and quick replies to other users.” (Marwick)
Celebrity endorsements will continue to be a common thing for consumers to see because of the positive effects it has on both parties financially and with their overall persona. I think the interesting thing in the years to come is how marketing strategies are changing to cater towards their consumers and how extensive these endorsements will become.
Works Cited
Baran, Stanley J., and Dennis K. Davis. Mass Communication Theory: Foundations,
Ferment, and Future. Belmont, CA: Wadsworth Pub., 1995. Print.
Marwick, Alice and Danah Boyd, “To See and Be Seen: Celebrity Practice on
Twitter,” Convergence 17.2 (2011): 139 – 158.
Melina,
ReplyDeleteYour explanation of celebrity endorsements was both enlightening and interesting. Today when you turn on the television you cannot go more than a few minutes of viewing commercials before you see a brand being endorsed by a celebrity. As you said, this association between the celebrity and the brand makes a viewer more drawn to the product. They assume since this celebrity thinks this is a good product, it must be something worthwhile to purchase. Justin Timberlake has been very successful in endorsing products and companies such as Target. Another celebrity that comes to mind immediately for me is Michael Jordan and his endorsements for Hanes. He has done several commercials and print ads promoting their briefs and undershirts. The positive affect of a celebrity endorsement such as his causes the public to associate Hanes with his image which is athleticism, manliness, and an overall physically attractive persona. This idea is supported in the article, “Brand Communications in Fashion Categories Using Celebrity Endorsement” with it noting, “The Source Attractiveness model suggests that consumers generally have a more positive response to attractive people and the effectiveness of the message depends on the similarity, familiarity and liking of the endorser. Therefore, attractive celebrities may be more successful in changing beliefs and generating purchase intentions,” (151). In one commercial I can recall, they even compare Jordan to another man on a plan, showing how Hanes’ t-shirt collars to not stretch out. Jordan is showed as the more likable and attractive character and as a result viewers wish to be like him and wear the clothes he sports.
It could also be said that consumerism ultimately creates the image of oneself. When consumers see celebrities they positively identify with, they want to have some part of them be like them. This works most successfully in the area of fashion. Flipping through a magazine, a consumer could see a celebrity wearing the newest Vera Wang wedding gown. If the consumer has a positive opinion about that celebrity, it strengthens their belief in the brand and causes them to want to dress in the same attire. The article “The Promotion and Presentation of Self” comments, “…Celebrity taught generations how to engage and use consumer culture to 'make' oneself,” (Marshall, 428). The article continues, mentioning that celebrities ultimately teach consumers what to buy in order to be a successful consumer.
In addition, I agree that this type of advertisement will never fade away because the strength of association of a celebrity with a brand is too beneficial for both parties. It could be argued that brand endorsements are not only beneficial to the brand but to the celebrity endorser as well. To start, they are paid well for their involvement in the advertisement. They also benefit from the association because it is free publicity. Justin Timberlake takes on the brand of Target and promotes the store, however, they in turn promote his new album and image. This is publicity that he otherwise may not receive if he were not affiliated with a large brand. Target and Timberlake even have agreements of consumers to be able to receive a bonus track if they purchase his CD from Target. This relationship between celebrity and brand is symbiotic; both benefit and in a way need each other for success.
Carroll, Angela. "Brand Communications in Fashion Categories Using Celebrity Endorsement." Journal of Brand Management. N.p., 12 Sept. 2008. Web. 25 Mar. 2013.
P. David Marshall, “The Promotion and Presentation of Self: Celebrity as Marker of Presentational Media,” in The Media Studies Reader, Laurie Ouelette, ed. (New York: Routledge, 2012), 427 - 438.
This comment has been removed by the author.
ReplyDeleteMalina, I found your blog to be very interesting because everyday I see some type of celebrity endorsement whether it’s on a commercial, interview or even in their day to day. Celebrities are an amazing source of promotion for companies, they have their own built in user base and it’s easy for them to coax people into buying these products. “Celebrity endorsement has become a popular approach in the branding process both in terms of gaining and keeping attention and in creating favorable associations leading to positive brand knowledge and distinct brand images. This works fundamentally by creating a congruent image between the brand and the consumer” (Carroll 150). This is a great quote from Angela Carroll in an article of hers that speaks on celebrity endorsement. What she is saying is that when a successful brand teams up with a successful celebrity they form a win-win type of team. On one hand the brand is using the celebrity to bring their brand to the public, having people see that this rich person uses this product, “it must be a great product”. On the other hand the celebrity is now getting their face out to the public, keeping them popular and relevant. Justin Timberlake was a great example to use, as he is al over the place when it comes to add and endorsing companies. The strategy used in this endorsement I found to be confusing. I found after a small bit of research that the 20/20 album was exclusively being sold at Target stores. This may work well for target but I don’t see as big of an effect happening for JT. The album sold close to 1 million copies in its first week on shelves, proving my theory wrong. I believe the team up helped both because Justin had not released an album in quite some time. Teaming up with target will make his album easily accessible to people who shop there, and finding a spot with heavy foot traffic to sell a hard copy is extremely difficult to do.
ReplyDeleteYour question or statement regarding the lack of adds on tv that do not include a celebrity was somewhat confusing. I do agree that many and maybe even the majority of ads found on TV have a celebrity endorsement, but there are brands and companies that do not go that route. These brands speak to middle class of people who aren’t amazed by the celebrity glamour. A quick and simple example of this would be Pizza Hut and Taco Bell. Both companies refrain from celebrity endorsement. The businesses that do use celebrity endorsement have the job along with the celeb of maintaining the “look” or “image” that the company wants portrayed. “On one level, there is the public self. This is the official version that in celebrity parlance would be the industrial model of the individual…the second level of presentation is the public private self. It is recognition of the new notion of a public that implies some sort of further exposure of the individual’s life” (Marshall 435). Here is another great quote, this time from David P Marshall speaking about celebrity public and private life. In my own opinion the word celebrity leaves little and realistically no room for privacy. These people are constantly in the limelight and if they weren’t they wouldn’t be celebrities anymore. Having said this, when a company wants a celebrity to endorse them they need to check the celebrities social and “private off the clock life”. It would be a very bad look if Charles Barkley were pictured eating fast food everyday when he is supposed to be endorsing Weight Watchers. What I’m trying to say is that when a company and celebrity team up, the celebrity is making a full commitment professionally and personally to the business that they will conduct themselves at all times in a manner that is conducive with the direction of the company.
One quick example of a company teaming up with a celebrity that may bend and blur the lines of what the company actually stands for is the new relationship between Wiz Khalifa and Converse. Wiz has always talked about wearing Chuck Taylor’s and is a major reason for the shoes resurgence in today’s market. That being said Wiz Khalifa is a huge advocate of Marijuana. His life is publicly displayed on countless you tube videos of binge drinking and drug use. In these videos he is also seen promoting this company. Even as a Wiz Khalifa fan, I see this type of brand celebrity relationship as a negative. It will promote the drug use to a younger crowd that may not have been subjected to this content otherwise. In short the celebrity brand relationship is a positive as long as the companies keep a watchful eye on what the celebrities are also promoting, through the company or not.
ReplyDeleteTook me time to read all the comments, but I really enjoyed the article. It proved to be Very helpful to me and I am sure to all the commenters here! It’s always nice when you can not only be informed, but also entertained! Celebrity Biography
ReplyDelete