• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

How effective is the use of Sporting Celebrities in Advertising and Marketing?

Extracts from this document...

Introduction

How effective is the use of Sporting Celebrities in Advertising and Marketing? The use of sporting celebrities is becoming a more and more frequent occurrence in advertising and marketing. For example just some of the recent advertising campaigns feature David Beckham, David Seaman, Vinny Jones and Frank Lampard. All of these are high profile celebrities from the world of football. As with any advertising and marketing campaign they are still trying to achieve the same goal. They want to draw attention to something. Companies carry out marketing in order to make products available that will satisfy their customers whilst making a profit. Companies advertise products in a particular way to make their product look desirable so that you buy the product. ...read more.

Middle

Companies such as Gillette and Vodafone have attached themselves to the David Beckham image, as successful marketing is all about brand image- no one wants to buy something that isn't attractive or does not have an appealing quality. By including him in their adverts it installs the belief that David Beckham uses Gillette and is with Vodafone, so if you want to be like David Beckham then you will use these products and services. The use of sporting celebrities may not necessarily guarantee that the products sell more. For example companies have to be careful over the sporting celebrity they choose. No matter what sporting celebrity that companies use, it sends out values (whether intentionally or not) and ideologies of the company. For example the use of Vinny Jones in Bacardi adverts could send out the wrong values and ideologies. ...read more.

Conclusion

This essay will explore the use of sporting celebrities in the use of advertising and marketing considering how effective the use of certain names actually is. A recent advertising campaign that features sporting celebrity is the Gillette advert. In this advert we can quite clearly see David Beckham after he has just used Gillette. The advert plays on the image that David Beckham carries, and in the advert he comes across, as many people would consider desirable, something which a lot of males would like achieve. So this is an effective way in which a company such as Gillette can use sporting celebrities. It is also a good choice as Gillette is associated with its famous slogan "the best a man can get". This also gives across the ideology that if someone like David Beckham (who can afford anything) uses Gillette then you should. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Advertisements section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Advertisements essays

  1. Produce a marketing strategy for a product or service with a clear understanding of ...

    These rules and regulations that are set by these bodies would have a great impact on our product as our product will need to be sold in the market to customers who will purchase our product. It is essential that we meet the other regulatory bodies otherwise it will be

  2. The History of AdvertisingTypes and Functions of AdvertisingAdvertising in mass media.Advertising agencyDomestic advertising

    Television announcements include images, sounds, movements, color and consequently render on audience much greater influence, than announcements in other mass media. Advertising on TV becomes more and more interesting, informative and at the same time complex and expensive in manufacture, especially if it is based on computer's schedule.

  1. Viral Marketing

    Firms are "listening in" to these dialogs and are increasingly customizing their Web sites and multiple device interfaces to the needs of the users and are opening up opportunities to interact across multiple channels. Community Building Brands are trying to bring together current and potential users on a platform hosted

  2. (A) How professional advertising agencies can contribute to the success of a marketing campaign

    create the point that Sainsbury's want to get across to their customers and also the way adverts are filmed the types of backgrounds are used these things are important so that the target audience are able to understand the campaign and what Sainsbury's supermarket are trying to offer.

  1. "The Advertising and Selling Program of the Avon Cosmetics Inc."

    Reading newspapers is a daily ritual in most homes and on commuter trains. Comics are syndicated, and space in the comic supplement is sold by national or sectional groups or papers although space is also sold by individual papers. 2.

  2. Media Marketing Plan

    This is shown below and clearly shows the current situation of the market. National newspapers daily, weekly and for weekly reach In addition, the age of readers is affecting the current situation of the newspaper market. More importantly, the social class determines the type of readers that regularly purchase newspapers

  1. MARKETING STRATEGIES

    The completed questionnaire will also let me know which goods are in most demand so that I can stock up on wanted goods. If I don't know what the customers demand then I will be taking risks, as I cannot pay to buy every sort of sports goods.

  2. Puffery in Advertising

    and this is the purpose of SARS protective advertisers and Lifeline Security. Therefore, puffery is ethical. Therefore, purposes of five advertisings are earning more profits for the companies; even these advertisings are puffed and exaggerated. As a result, the social responsibility of business is to maximising its profits; therefore, based on the above analysis, puffery is ethical.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work