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

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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.

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