Celebrities Endorsement to a Brand Promotion Dissertation

Celebrities Endorsement to a Brand Promotion - Dissertation Example Celebrities acted as the spokesperson to promote and advertise the product, services and sometimes ideas. Those celebrities usually came from the movie, sports, modelling and art scene industry. British actor Lillie Langtry was the first celebrity endorser appeared on the package of Pears soap in the year 1893. In that era, advertisers used celebrities in order to dictate the market trend. According to Belch’s research (2009), endorsers can be divided into three different groups that are experts, celebrities, and lay endorsers (Belch and Belch, 2009). An expert can be defined as having some specific knowledge in particular area that can be promoted. Usually experts are chosen because of their thorough knowledge. When a dentist is used in toothpaste commercial then the dentist can be defined as an expert. Lay endorsers are those who are initially unknown to their audience. It has been seen that these individuals are selected according to the target segment so that, target segme nt can relate themselves with the endorser and the message. Audio advertisement and the voice-over in video advertisements are usually that of a lay endorser. According to Kambitsis et al, uses of celebrities are becoming more sophisticated as well as more complicated. Popularity of using celebrities in USA increased from around 15% to 25 % and it has been seen that more than 20% of the Television commercials feature celebrities. It can be proved that the use of celebrities in advertising generates lot of attention and publicity from public.

Families in Lebanon Case Study Example | Topics and Well Written Essays - 1500 words

Families in Lebanon - Case Study Example There are three characters involved in this series and involves a mother, father and their son. The son is the protagonist and cuts the figure of an audacious yet respectful child. He is also technologically savvy and sounds educated. The mother is a housewife and can be described as strict and keen to neatness. She is relatively open-minded as regarding religion rules, and this is seen when she intervenes for his son during an argument between her husband and son concerning the issue of a girlfriend. The father, on the other hand, is portrayed as a strict and conservative parent. He is the head and provider of the family. In the discussion, the major areas of interest will be on the characteristics and the structure of the family (Arab) in Lebanon as depicted in the videos outlined earlier. The study will also focus on the responsibilities of each member of the family as necessitated by the society and in part, religion. A little more focus on the protagonist (the son) will also giv e a clearer picture of the youthful stage of the children and how their parents influence their way of life. The style of communication in Lebanese families is also worth a mention and thus the study will also touch on the topic. The discussion, however, starts with an overview of Lebanon in regard to its demographic, cultural and social background. There has not been ample survey to determine the actual population size of Lebanon in the recent years; the most recent census was held in 1932 (Rolland 65). However, sample studies conducted by The National Survey of Household Living Conditions in 2004-2005, estimated the population at 4.2 million people. The country’s ethnic make-up consists of about 95 percent Arabs (Lebanese) and with the rest of the population largely made up of the Armenians (Mahdi 117).