Impact of Celebrity Endorsement on Purchasing Habits

Impact of Celebrity Endorsement on Purchasing Habits To what extent does branding and celebrity endorsement affect consumer purchasing habits? The three brands you shall be focusing on are Benetton, Dove and Nike. However much one denies it, we are all consumers and our buying habits are undoubtedly influenced by advertising. In the last two decades, corporate marketing strategies have fully embraced the notion of branding as the material product begins to take a back seat and lifestyles, attitudes, values and experiences[1] are to be had in all good shops. Nike, Dove and Benetton have enjoyed massive success in harnessing the potent marketing device of cultural identification; consumers associate products with a rounded way of life, identify with the image a product offers and succumb to the adverts insistence that the product is necessary. In considering the extent to which branding affects consumer purchasing habits, the fundamental question of whether advertising can change behaviour, or just modifies established attitudes is further complicated by a semiotic problem. Roland Barthes suggested that words and signs are interpreted differently by each individual, and that the interpretation i s influenced by cultural understanding and conditioning. If so, then the many complex signs involved in creating a brand must fit artfully into a system of linguistic understanding; therefore begging the question, is culture affected by advertising or do established cultural boundaries govern advertising methods? The Nike brand has long represented rebellion and individual will. The Just Do It tagline, accompanied by images of celebrated sportspersons, went on to promote heightened performance and success, a notion of striving to compete and win. Despite controversies over their use of sweatshops, Nike escaped economic setbacks; the sport shoes they made in the sweatshops were not, after all, necessarily their defining image. Nike is a swoosh tick, performance athletes, fitness, health. After a brand-threat in the early 1990s, the marketing industry came to the following conclusion the products that will flourish in the future will be the ones presented not as commodities but as concepts: the brand as experience, as lifestyle[2], and this is exactly the approach taken by Nike that has kept the company close to the top of a very competitive market. In No Logo, Klein puts forward the suggestion that consumers dont truly believe theres a huge difference between products, which is why brands must establish emotional ties[3]. Nikes shoes are worn by athletes who perform amongst other athletes wearing Reebok, Adidas, Puma and in order to compete in a consumer market they must enter the consumers mind and find a unique way to stay there. Of late, the notion of individuality, revolution and victory have accompanied Nikes renowned air of rebelliousness; as with many modern campaigns, Nikes advertising targets consumers who are seeking to find individuality and respect in these sports goods. To further endorse the notion of the winning Nike lifestyle, Nikes website is exciting, flashy and aggressive; the advent of the internet has offered companies like Nike a fully-enhanced endorsement of their culturally apt product, and provides an arena is which advertising can become increasingly more involved in peoples everyday lives. This invasion of brands into our homes surely increases the opportunity for a product to become a necessity in consumers lives. Companies branding is about thirstily soaking up cultural ideas and iconography that their brands could reflect by projecting these ideas and images back on the culture as extensions of their brands[4], but the question still remains as to whether our established cultural understanding is created by or an obstruction to advertising. Remaining with the idea that a brand sells a lifestyle rather than a mere product, the recent change in direction with Doves (Unilever) endorsement of its skincare products is a particularly interesting event. It seems that Dove is to be congratulated on its Campaign for Real Beauty, which is a catalyst for activating Doves beauty philosophy and to announce a wider, more refreshing view on beauty[5], especially in a media climate that can still be criticised for its promotion of a very narrow definition of beauty. Whilst there is more harm than good in Doves campaign, it must not be forgotten that however moralistic a company may seem it still has profit as its central focus. To dismiss Dove as a product line that is using its consumers most sensitive issues to its advantage would be too partial an investigation when the very essence of a brand is in finding the most permanent method to win a consumers affections. Similarly to Nike, the Dove brand stands for the individual will to be; using their product will enhance your identity, help in your definition of a self that will fit in to the norms of society. Dove and Nike have both achieved the corporate transcendence [6] as outlined by Klein; in which a company transcends its product and becomes a free-standing meaning. The meanings implied in advertisements for branded products plumb the depths of our basic and universal needs and desires; their glossy images and suggestive language show us the way to be happy. Gain happiness through successful competition thanks to Nike, happiness brought on by the smooth skin and self-respect Dove can achieve whatever the route to happiness, a brand denies all barriers. The glossy adverts serve to influence our buying behaviour by offering an essentially better life. Celebrity endorsement of brands is part of the very construct of the brand itself. A product need only be associated with David Beckham and it’s representative of him; celebrities are established constructs with which consumers already identify and their use in advertising is a guarantee of the product’s quality. Celebrity is seen as the award for talent (be that physical or intellectual), so celebrity endorsement of products is certain to have an effect on consumer attitudes as the connection between the celebrity and a lifestyle already exist. In this sense, celebrities are respected members of society whose opinions are trusted; whilst a brand will fail if the product is particularly poor, even a mediocre brand will inevitably succeed if the right kind of celebrity (like Nike’s collection of experts; the famous athletes) to allow their lifestyle to be representative of a product. It is becoming clear that brands are invading society to the point where it is virtually impossible to tell the different between culture and branding. Sports are sponsored, entertainment is sponsored, the home is branded along with clothes, cosmetics and essential hygiene products; we form particular attitudes towards brands through various associations within life, through ‘brand advertising, word of mouth, peer influence, habits’[7]. Through all this, brands bombard us by positioning themselves within our life’s situations until they are ingrained as our cultural associations to activities and emotions. It comes to the point where, if brands have become ‘not products but ideas, attitudes, values and experiences, why can’t they be culture too?’[8] It is no longer possible to confidently say whether, in a branded world, consumers are capable of making autonomous purchasing choices. The case comes to United Colors of Benetton; so renowned for their controversial advertising campaign of birds covered in oil and new born babies. It was suggested that Dove’s Campaign for Real Beauty is impoverished by the company’s profit-driven morals, but Benetton’s shocking images and their intended interpretations take exploitation a big step further. Benetton’s campaign tried to ’associate the name of the retailer with concern for social problems’[9], therefore invoking a cultural conscience in consumers and almost certainly having a strong influence on consumer purchasing habits. In an exposed global society, consumers are beginning to deal with a guilty conscience about the imbalance of wealth and aid in the world and brands like Nike, Dove and Benetton offer a individual-centred quick-fix solution to that concern. The irony that we are spending the cash which is the source of our guilt surely does not escape us; we continue to searc h for brands that epitomise our sense of self, our morals, our personalities. Advertisements are specifically designed to win us over on these very basic grounds and, whilst it may seem a paradox, branding will continue to effect consumer habits so long as the consumer exists in an consumer-led society. References Barthes, R. Image Music Text. London: Fontana: 1984 Corner, J and Pels, D (eds.) Media and the Restyling of Politics: consumerism, celebrity, cynicism. London: SAGE: 2003 Day, N. Advertising Information or Manipulation? Enslow Publications: United Kingdom: 1999 Heath, R. The hidden power of adveritisng: how low involvement processing influences the way we choose brands. Henley-on-Thames: Admap Publications: 2001 Jones, J.P. What s in a name? Advertising and the concept of brands. Armonk, N.Y: M.E Sharpe: 2003 Klein, N. No Logo. London: Harper Collins: 2000 Myers, G. Adworlds: brands, media, audiences. London: Arnold: 1998 Myers, G. Words in Ads. London: Arnold: 1994 Tanaka, K. Advertising Language a pragmatic approach to advertising in Britain and Japan. London: Routledge: 1994 Vestergaard, T. and Schrà ¯Ã†â€™Ã‚ ¸eder, K. The Language of Advertising. Oxford: Blackwell: 1986 www.benetton.com 04/05/05 www.dove.com 04/05/05 www.nike.com 04/05/04 1 Footnotes [1] No Logo p.30 [2] No Logo p.21 [3] as above p.20 [4] as above p.29 [5] www.dove.com [6] No Logo p.21 [7] What’s in a Name? p.235 [8] No Logo p.30 [9] Words in Ads p.10

Gender Factor Of Ill Health Health And Social Care Essay

These stereotyped outlooks are normally referred to as gender functions. Gender affects many facets of life, specially. In this article I ‘ll concentrate on depicting how gender is a critical determiner of wellness and unwellness and how gender determines the differential power of commanding work forces and adult females over the their wellness and lives, their societal place, position and intervention in society and their susceptibleness and exposure to specific wellness hazards. Besides I will advert the differences between work forces and adult females from a wellness position, beside its relation with nursing ( Rodney K, 2000 ) . Many research workers, including life scientists, sociologists, have attempted to explicate some of the grounds why differences in illness occur. Sociological accounts frequently focus on life manner differences. For illustration, females may be treated as the weaker sex in some states and their medical concerns may be downplayed or ignored. Limited fiscal resorts may restrict entree to wellness attention installations. Women ‘s function as the primary attention giver of the kids may hold both positive and negative impacts on her wellness. If the adult female stays at place to raise her household, she may hold less exposure to occupational jeopardies such as chemicals in the workplace ( McGuire, 2002 ) . On the other manus, she may hold higher exposure to household indoor air pollutants. She may besides hold less contact with people with whom she may be able to vent her concerns and Frustration. Differences in behaviours may besides play a function in differences in p prevalence of disease. Males tend to be hazard takers, tobacco users, and devour intoxicant more to a great extent than adult females. Men tend to be more loath to encompass prevent I on schemes. This has contributed to the spread of AIDS and other sexually transmitted diseases. Dietary differences, with adult females devouring less protein and Ca, may lend to anemia and increased osteoporosis hazard in females ( Abreu, Jose M, 2001 ) . Gender differences occur peculiarly in the rates of common wellness upsets – depression, anxiousness and bodily ailments and deceasing. These upsets, in which adult females predominate, affect about 1 in 3 people in the community and represent a serious public wellness job. It is well-known that in most developed states adult females outlive work forces. In 1996 in the UK a miss ‘s life anticipation at birth is higher than male child ‘s life anticipation. Although the ratio of male to female births ( 1:1.05 in 1991 ) might look to give males an advantage, males in fact have higher rates of decease ( Meltzer H, 1995 ) . There are many differences that account for work forces and adult females regard wellness issues, but far off from medical side, traditional gender functions define maleness as holding power and being in control in emotional state of affairss, in the workplace, and in sexual relationships. Acceptable male behaviours include fight, independency, assertiveness, aspiration, assurance, stamina, choler, and even force. Traditional muliebrity is defined as being nurturing, supportive, and delegating high precedence to one ‘s relationships. Womans are expected to be emotionally expressive, dependent, inactive, concerted, warm, and accepting of subsidiary position in matrimony and employment. Competitiveness, assertiveness, choler, and force are viewed as unfeminine and are non by and large tolerated as acceptable female behaviour ( Baljit M, 1995 ) . Furthermore there are many differences in male and female respect wellness issue get clearer, discernible and reaches a extremum in late adolescence and early maturity. Plenty of surveies have shown that those differences are in some facets of wellness non all. The British Health and Lifestyle Survey showed an extra in adult females of depression and jobs with nervousnesss, and as a group, sometimes differences could be obvious in certain symptoms, such as concerns and fatigue are some sorts of wellness jobs. Another survey from WHO showed that Women are more likely to seek aid from and unwrap wellness jobs to their primary wellness attention doctor while work forces are more likely to seek specializer wellness attention and are the chief users of inmate attention ( Rosenfield S, 1989 ) . Work forces are more likely than adult females to unwrap jobs with intoxicant usage to their wellness attention supplier. In one of the experiments done in one of the Americans laps on one 1000 work forces and adult females, the consequences showed that adult females have a higher prevalence for haemorrhoids at most ages, and of arthritis and rheumatism at older ages ; but it besides suggested a male surplus of digestive upsets, asthma and back problem in younger maturity, and as expected a male surplus in bosom disease at older ages. Other consequences pointed out that work forces in the United States suffer more terrible chronic conditions and have higher decease rates for all 15 prima causes of decease, and die about seven old ages younger than adult females. Another research proved that adult females who have small instruction are less likely to have wellness attention, particularly prenatal attention and aid from trained wellness forces during the bringing of their babes. More a dult females with no instruction reported costs as a barrier to seeking wellness attention ( CDHS, 2000 ) . In add-on to all above, technological and medical progresss may hold an impact on the result of disease intervention between the sexes. For old ages, females w e rhenium excluded from drug tests, partially due to the fright of inauspicious foetal results if the female would go on to go pregnant while on an Investigational drug. It was frequently assumed ( on occasion falsely ) that females would react to the drug the same as males. However, females today are now more likely to be included in drug tests and the consequences of these tests may demo that females react likewise or otherwise to a drug. Likewise, some surgical interventions may be more technically hard on females due to smaller organ or blood vas size. This may do more surgical complications and lead to increased morbidity or mortality rates in females. As surgical techniques better, one may observe the complication rate differences between the sexes to decrease ( K Hinds, 2001 ) . However, health-related beliefs and behaviours are of import subscribers to these differences. Men by and large are more likely than adult females to follow beliefs and behaviours that increase their hazards, and are less likely to prosecute in behaviours that are linked with wellness. There are a figure of possible beliefs and accounts for differences in work forces ‘s and adult females ‘s wellness have been put frontward. These include biological hazards, acquired hazards associating to different behaviours or exposures, and differences in the leaning to acknowledge unwellness and to describe symptoms of ill-health, and different entree to, and usage of, wellness attention ( Petticrew K, 1973 ) . Furthermore, gender differences in wellness and wellness attention are good documented. Women by and large experience poorer wellness than work forces, although some surveies have shown that the way and magnitude of gender differences in wellness may change harmonizing to the peculiar wellness result. Determinants of gender differences in wellness include biological ( e.g. familial and hormonal factors ) , psychological ( e.g. gender images and individualities, chronic stressors ) , behavioural ( smoke, imbibing, feeding, physical exercising ) and societal factors ( e.g. societal support, socio-economic position ) . Research on forms of wellness attention use suggests that, in general, adult females have higher use rates of medical services than work forces, after commanding for wellness results, although differences might be little. Assorted accounts for adult females ‘s greater service usage have been suggested: differences in societal function, wellness cognition, wellness p osition, sensitiveness to symptoms, willingness to describe wellness jobs, credence of aid seeking, conformity with intervention ( Sabo D, 1995 ) . In amount, adult females have more frequent unwellness and disablement, but It is well-known that in most developed states adult females outlive work forces, but the jobs are typically non serious ( life endangering ) 1s. In contrast, work forces suffer more from life endangering diseases, and these do more lasting disablement and earlier decease for them. One sex is â€Å" sicker † in the short tally, and the other in the long tally. There is no contradiction between the wellness and mortality statistics since both points to more serious wellness jobs for work forces ( Gordon DF, 1995 ) .

Facts, Fiction and Essay Samples Books

Facts, Fiction and Essay Samples Books The Basics of Essay Samples Books You don't need to return to school to prepare for the GED test. Such last-minute searching never becomes futile, which causes unfinished essay assignments and ends in a poor grade. GED Online enables you to prepare for the GED test by employing online classes and practice tests. Practice tests are the best method to acquire ready. Ideas, Formulas and Shortcuts for Essay Samples Books You will have the ability to review a sample essay. Most conclusions are just a paragraph in length as the conclusion is predicted to be an overview of the whole essay. If one paragraph appears weak, then the general caliber of your essay will be lacking. The upcoming few paragraphs will compose most of your essay. You need to read the example answers to acquire ideas about what are good forms of answers and what are bad forms of answers. 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Res 811 Synthesis Paper - 1363 Words

RES 811 Synthesis Paper To Buy this Class Copy paste below link in your Brower http://homeworkregency.com/downloads/res-811-synthesis-paper/ Or Visit Our Website Visit : http://www.homeworkregency.com Email Us : homeworkregency@gmail.com RES 811 Synthesis Paper Synthesis is the act of creating something new from multiple existing entities. Synthesis of research, then, is creating a new idea from existing ideas. Synthesis of research is not a single innate skill. Rather, it is a process learned through time and practice. In this assignment, you will engage in the last part of the synthesis process. General Requirements: Use the following information to ensure successful completion of the assignment: †¢ Refer to the†¦show more content†¦Please review the rubric prior to beginning the assignment to become familiar with the expectations for successful completion. †¢ Doctoral learners are required to use APA style for their writing assignments. The APA Style Guide is located in the Student Success Center. †¢ You are required to submit this assignment to Turnitin. Refer to the directions in the Student Success Center. Directions: Locate the annotated bibliography and outline you created in the Module 5 assignment. Using the outline you developed, the information from the annotated bibliography, and the feedback provided by your instructor, write a paper (750-1,000 words) that synthesizes all three of the articles. Do that by including the following: 1. A statement of common themes addressed in each of the three articles. 2. A statement of the conclusions that can be drawn when the articles are taken together as a single entity. What is the overall message of the group of articles? Synthesis Paper: Leadership 70.0 %Content 25.0 %Statement of Common Themes A statement of common themes is either missing or not evident to the reader. A statement of common themes is present, but inaccurate or illogical. 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