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Psychology in advertising (Celebrity tends to creat a more favorable impression of products and brands in advertising practice a - Research Paper Example

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Psychology in advertising (Celebrity tends to creat a more favorable impression of products and brands in advertising practice a

Furthermore, as a means of performing such an analysis, it will be necessary to engage the reader with a discussion and appreciation for the means by which consciousness, social psychology, and motivation (as well as many subcategories of each of these) all work together to affect such an end in the minds of the potential consumer. Moreover, three specific academic studies will be utilized as a means of drawing inference upon the hypothesis of this research which regards the understanding that celebrity influences a great deal with regards to the level in which a potential consumer has to interact with the given good/service/product. Likewise, the first of these studies which will be engaged with regards the level to which consciousness factors in to the way in which the potential consumer engages with celebrity endorsement and/or celebrity suggestion. Ultimately, the way in which the marketer seeks to portray overall consciousness within a product offering is almost invariably linked to an identification of self awareness. For instance, the article in question “Celebrity Selection & Role of Celebrities in creating Brand Awareness and Brand Preference” elaborates upon the way in which a celebrity endorser necessarily exhibits upon the consumer a heightened sense of self-awareness as a result of personal appearance, social class, or overall beauty and societal standing in general (Patra & Datta, 2012). Whereas a product can of course be sold based upon its utility and merit alone, advertisers and marketers in general usually rely upon celebrity endorsements as a means of giving their product an age. Although this is something of a dangerous position, if pulled off correctly, it can integrate with the potential audience and resonate in a way that merely presenting the product by itself or with the professional actor may not. Invariably, with the exception of radio, celebrity endorsements are a means of heightening the self awareness of the potential consumer and integrating the understanding that they too can somehow mirror the behavior, actions, fashion, or general trendiness that the celebrity necessarily engenders. As a result of the way that global culture has grown to esteem celebrities to such a high degree, the psychological ramifications of celebrity endorsement are profound. This fundamental understanding of the way in which society has come to appreciate the celebrity as the hallmark of good taste and the so called “good life” is another indicator with regards to the way in which the reader should seek to understand and relate to the way in which celebrity advertising is able to integrate to such a great and actionable degree within the consumer base. Yet another profound means by which celebrity endorsement is able to integrate with potential consumer on a psychological level is with regards to the social psychology that such an approach necessarily engenders. As compared to the first discussion which is been listed above, the social psychology approach necessarily impacts upon levels of influence, compliance, and what is known as the bystander effect. This particular level of social psychology is perhaps one of the most profound with regards to t ...Show more
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Summary

It is without question that advertising and marketing heavily relies upon psychological instruments in order to integrate with the potential consumer. The fact of the matter is that advertising has become something of an art form in which marketers have sought to leverage various aspects of human psychological mechanisms as a way of convincing the potential buyer that they should buy a particular product or utilize a particular service…
Psychology in advertising (Celebrity tends to creat a more favorable impression of products and brands in advertising practice a
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