Celebrity Endorsements Essay

2038 Words 9 Pages
Brands have the ability to become more than a logo, more than advertisements and messages that make consumers feel like nothing more than a walking dollar sign. Successful brand building relies on the development of an authentic relationship created between a brand and their consumers. In todays developing society we continue to be manipulated by the culture industry and factory mass production, which in turn creates an attitude of indifference for many towards the fashion and luxury brand industry (Wikipedia.org, 2014). Consumers rely on symbolism when deciding whether to invest in a luxury brand, they may question how an item creates meaning in their life or how it will increase their social status. If a consumer can be ensured of a customised, …show more content…
Famous personalities such as models, actresses and singers that already have a following and are highly profiled by the public. Therefore have a dominant influence when endorsing brands. Because media is so influential there is an increasing interest in celebrities personas and lifestyles, which has allowed this alliance between fashion brands and celebrities to become both easier for brands and artificial. Celebrities are often seen in the media associating with certain brands regardless of whether they are being paid to endorse them or not. Celebrities help to raise awareness and positive feelings towards brands, and the endorsement trend is increasing more and more and is becoming competitive between brands by using whichever celebrity is in style at the time (Eshaghpour, 2009). Celebrity endorsements can be an effective form of communication with the brands consumers. This is because each celebrity comes with their own story, which has been built up by the media. They individually represent meaning that allows consumers to connect with the brand whether is be similarities in age, gender, status or personality type. Consumers could also connect with a celebrity endorsed brand through their ideal self, perhaps a customer of the brand aspires to be just like a certain celebrity therefore an authentic relationship is established with that particular brand being …show more content…
The culture industry can put this exclusivity into question, theorists Theodor Adorno and Max Horkheimer coined the term culture industry. The culture industry refers to mass production of cultural goods that are then used to manipulate society into indifference (CITATION). This constantly affects fashion brand culture, for example Australasia’s mass-market fashion labels constantly benefit from their location. As they operate a season behind the northern hemisphere Alice Payne puts their authenticity and originality in question (2011). Although Australasia may experience advances, the actual fashion design occurring within these countries point more to a culture of imitation rather than innovation (Payne, 2011). Therefore authentic relationships become much more important to these luxury brands to ensure consumers they can still offer an exclusive

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