Well, human beings are easy to influence, even though it doesn´t exist a connection to the "man on the street" (Simmons 2013).
Sheftalovich (2013) analysed this pseudo-relationship and noticed as follows:
"The psychology is so powerful. We are attached to celebrities. When they use a product or an item, we want it too (even if) we don´t know if it´s any good or how it´s made."Bhasin (2010) reveals, the strength of celebrtity media implications reflects a onesided direct speech to the public or to their loyalists, persueing the motto:
"I am using this brand and so should you."
The congruence between brand and celebrity is of the utmost significance (Fleck and Korchia 2009). A ubiquitous advertising form in modern marketing best describes celebrity endorsement, as Sheu (2010) states. Consumers use celebrities as shortcuts, a certain kind of friendship or advice, due to the fact that celebrities help to determine both what to pay attention to and also influencing what to think about an issue (Frizzell 2011). According to Stringfellow et al. (2013), the concept of celebrity and spectacle resembles a symbiotic relationship, because society is obsessed with images, so that even endlessly photographed versions of the Eiffel Tower loses its meaning.
As each culture has its own lifestyle, the French sociologist Bourdieu developed the distinction / "social space" theory, claiming that interests are shaped by the dominating class, nowadays the celebrities (Roose, Eijck and Lievens 2012). Chanel designer Karl Lagerfeld states, the French population doesn´t pay much attention to marketing and keeps its cultural attitude thoughout each era, although he further unveils, trends need to be adjusted (Deere 2010). He uses celebrity endorsement to promote projects like Chanel´s exhibition "The Little Black Jacket".
Lagerfeld reacts on trends and chooses international singers and TV stars to represent the iconic Chanel image, like Lilly Allen and Blake Lively. But the press doubts, this type of women can incorporate the timeless brand identity of the French fashion house (Messina 2013).
Based on French classic and heritage, the perfume "Chanel No. 5" has always been portrayed by beautiful and elegant celebrities, such as Carole Bouquet, Catherine Deneuve or Marilyn Monroe (Pagnotta 2012). Maybe Lagerfeld doesn´t care about marketing, but he should, since the latest ambassador for the most famous perfume (Mazzeo 2011) is a man, no other than Brad Pitt - and it´s a major change and a shame, trying to make him mirroring the prestige brand image (Proud 2012).
Details are so important! Within this Chanel advertisement, the audience receives more information than they´ve asked for. It seems like a subtle evocation, regarding the two women who oddly bring Brad Pitt´s famously loved wifes to mind (Proud 2012). It is clearly in dispute, if the French fashion house intended such associations with its iconic image. But at least, the brand attracts the consumer´s attention. Sheftalovich (2013) argues, that
Despite the populartiy of celebrity endorsement as a modern advertising technique, the effectiveness varies widely due to individual attitudes (Sheu 2010).
If Karl Lagerfeld really is legend - that´s up to you. Did he always make the right decisions, in terms of marketing? Who knows. Maybe a good "real" friend will know! Does it actually matter, when you have your own life, surrounded by friends and family who truly care about you? As the French singer Grégoire describes in his song "Toi plus Moi" (engl. You and Me)
As each culture has its own lifestyle, the French sociologist Bourdieu developed the distinction / "social space" theory, claiming that interests are shaped by the dominating class, nowadays the celebrities (Roose, Eijck and Lievens 2012). Chanel designer Karl Lagerfeld states, the French population doesn´t pay much attention to marketing and keeps its cultural attitude thoughout each era, although he further unveils, trends need to be adjusted (Deere 2010). He uses celebrity endorsement to promote projects like Chanel´s exhibition "The Little Black Jacket".
Lagerfeld reacts on trends and chooses international singers and TV stars to represent the iconic Chanel image, like Lilly Allen and Blake Lively. But the press doubts, this type of women can incorporate the timeless brand identity of the French fashion house (Messina 2013).
Details are so important! Within this Chanel advertisement, the audience receives more information than they´ve asked for. It seems like a subtle evocation, regarding the two women who oddly bring Brad Pitt´s famously loved wifes to mind (Proud 2012). It is clearly in dispute, if the French fashion house intended such associations with its iconic image. But at least, the brand attracts the consumer´s attention. Sheftalovich (2013) argues, that
"Brand ambassadors are influencers and persuaders. That´s why you have to try to pick the right celebrity to begin with. There should be no conflict of interest."The consumer-celebrity attachment certainly effects a brand image, while a signifficant interaction causes a purchase intention and can ultimately enhance a company´s reputation (Illicic and Webster 2011). Nevertheless, celebrity endorsement comes along with potential risks, when transfering the celebrity´s qualities to a brand, that might not be suitable for the favorable product (Muda, Musa and Putit 2012).
Despite the populartiy of celebrity endorsement as a modern advertising technique, the effectiveness varies widely due to individual attitudes (Sheu 2010).
If Karl Lagerfeld really is legend - that´s up to you. Did he always make the right decisions, in terms of marketing? Who knows. Maybe a good "real" friend will know! Does it actually matter, when you have your own life, surrounded by friends and family who truly care about you? As the French singer Grégoire describes in his song "Toi plus Moi" (engl. You and Me)
"the fear of the truth is only a false illusion, because all that matters is you and me".
