Advertising By Sue Jozui Summary

Companies are very selective when choosing a celebrity to endorse their product because they know the person is a great candidate for them to sell their product to the consumers. Before the company signs on the celebrities to endorse their brands, the companies need to make sure that these celebrities meet three basic qualifications.

Sue Jozui in her excerpt, she proclaims false advertising is wrong and that “we should boycott this type of advertising”. The author supports her statement by first stating what we should do, as in boycott and get rid of celebrities advertising for a large corporation. She continues by claiming that it is “insulting to the audience”. The authors purpose is to argue that celebrities advertising a product is unfair to smaller businesses so that consumers who see a bad product but see their favorite actor or celebrity using it they immediately want such product. The author Jozui uses a sarcastic but more serious tone in explaining why false advertising is a bad thing. The author uses a very well thought out argument because doing false advertising is wrong due to bad or unsturdy products that you could spend a lot of money on but will end up breaking in a couple weeks when it says it will last over a year.

In the article, “What We Are to Advertisers” by James B. Twitchell, Twitchell talks about how American advertisers have a psychological profiling scheme where the advertisers group people up in different personality profiles that will decide what products will be pitched to them. Twitchell reveals that one of these systems is the Values and Lifestyle System (VALS2 +). The VALS2 chart shows the eight categories that people are grouped in, which are: Innovators, thinkers, believers, achievers, strivers, experiencers, makers, and survivors. If I were to categorize myself into these categories, I would describe myself as partly survivor and partly maker.

Consumers would rush to buy the product if they see that their favorite celebrity is wearing or using the product. The image in the advertisement is very attractive that it is hard for the consumers not to be tempted. As Lutz points out, “When you see ads on television, always ask yourself what the ad is really saying, don’t be misled by the pictures, and the visual images” (34). Emma stone is an image of a true beauty. Her background is impressive, and she is an aspiring woman. Usually, consumers will buy the product even if they do not like it, considering that their favorite celebrity is on the

As the article “what we are to Advertisers” by James B Twitchell informs that Advertisers use the strategy of positioning to attract consumers to their product. Positioning is a marketing strategy that exerts a brand to get the attention of customers. The product itself doesn’t even have to attract the consumer, the advertiser just needs to make an ad that creates a spark into people's minds. Although a product might be similar to its competitors, an ad can make a difference with how they are interpreted. Twitchell makes to understand that even though all of us are put into a category, we somehow all connect.

In the reading Advertisements R Us, Melissa Rubin expands upon her analysis of Coca-Colas’ 1950 magazine advertisement, and brings many points to light about how the company uses cleverly crafted advertising tactics to appeal to a specific group of Americans. By clearly communicating her evidence to back up the analysis of the advertisement, Ruben composes a thoughtful and persuasive paper. For example, Rubin explains how simple details, such as the use of their slogan on the vending machine pictured which reads “Drink Coca-Cola - Work Refreshed”, and the placement of “Sprite Boy” in the ad, all work together to send a message that makes consumers want to buy their product. Consequently, because of the evidence presented in her writing, Rubin has crafted a paper that I find logical and persuasive.

There are many different ways that celebrities can influence people in buying a product. For example, Kevin Durant, and ax body spray.he is a user of the body spray, but also a test subject of the product. I think the reason why Durant was chosen was that he is one of the most legitimate basketball players. Since Durant is one of the most popular basketball players, so he gets a lot of credit. I think Durant was chosen because he has a lot of fans and admirers, such as celebrities. If I were to give an opinion on Durant I would say: the more ads you continue to do, the more the game will come to you. The reason why I think people would buy Durant’s products is that he is an athlete and, if people buy his product they

Celebrities can have significant influence on consumer decisions because they are recognizable and admired by many of their followers. The majority of advertisers hire celebrities to influence people to buy their product. For example, a company would want to hire Stephen Curry, a basketball star, to be a spokesperson for the sportswear, Under Armor. This example demonstrates the fact that under armor believes that Stephen Curry, a professional basketball player, can persuade athletes to purchase their product. This causes consumers start believing that Under Armor is the new fashion for athletes.

Advertising can be used in many forms every company may use any way they would like. Sue Jozui in her passage , “Advertising” declares that we should make rules and guidelines when advertising. The author supports her passage by first saying that it is misleading the audience , which insults them. She continues by saying it is unfair to smaller companies.The authors purpose it to stop bigger companies from using celebrities so that it is fair for all companies. The author creates a critical rone for customers.The author is incorrect, because it is the consumer's job to research the product before purchasing it.

Advertising has come a long way in terms of advancement with the enlightenment of the new technological age we live in now. In James Twitchell’s essay “What We Are to Advertisers,” the author explains that mass production means mass marketing, and mass marketing means the creation of mass stereotypes. Generally, the use of stereotypical profiling in our society not only exists in regards to race, social class, personality type, and gender but also holds a special meaning in advertising circles as well. To advertisers, stereotyping has become an effective means to pitch their products according to the personality profiles they have concocted for us and are most times eerily accurate. For instance, according to advertisers, the daytime

“Baseball stars are helping transform fears about sexual performance into pills for sexual dysfunction, and football hero’s now help sell shyness as a symptom of mental illness” (Moynihan and Cassels 2008, 63). What’s more problematic is these celebrities are paid anywhere from “20000 to 2 million”, but the tabloids present them as engaged within “awareness-raising” activities, while making no mention that cheques are their primary reason for their engagement (63). However, the article has limits particularly because it is written in 2008, thus it cannot account for current situations aside from media celebrity spokespeople; every-time I look at celebrities on Instagram/YouTube pages nowadays, I have found that they legally have to write “AD” when they promote a company’s product/pill otherwise they will be involved in legal disputes. To strengthen their argument, Moyanihan and Cassels provide the following example of Celebrity influence: in an article called “Celebrities’ reveal their secret” where a 55-year-old super-model shared her secrets for looking good; she primarily claimed that “the secret to flawless skin was an estrogen pill” (64). The main thing is using celebrities brings results

Celebrity endorsement is a billion dollar industries today (Kambitsis et al., 2002) with companies signing deals with celebrities hoping that they can help them stand out from the clutter and give them a unique and relevant position in the mind of the consumer. According to Solomon (2002), the reasons for using celebrity endorsement involves its potential to create awareness, positive feelings towards their advertising and brand. Research has shown that celebrity endorsement can have an impact on the consumer’s attention, recall, evaluations and purchase intentions (Atkin and Block, 1993), Celebrity endorsement is a widely used tactic in marketing and much research

Some uses celebrities to endorse their products. Some even combine the two subjects together. With celebrities endorsing a company’s product is a way of metonymy. A famous example will be “Uncle Sam”. The public from 1930s might recognize the patriotic character saying “I Want You” on the United States army recruitment poster. Uncle Sam was known as a symbol for the U.S. forces. Characters like “Uncle Sam” encourages the public to be as patriotic as him, thus, persuading the young men to join the forces. These days, we see celebrities looking nice to endorse products like the fragrance, cosmetics, fashion, cars, etc. The truth? They are basically saying that if the viewers use this particular product, they can become as good looking as the

Berger believes that the “mystification” of images narrows the point of view of individuals and that critics use their status to impose their opinions (Berger 147). In a way, when we view an advertisement we mystify the image, because as individuals have seen many advertisements, we impose the meaning that there is no meaning besides that of money. We see nothing behind the meaning of monetary gain, and we dismiss any other meaning that could be embedded in the photo because, with our experience we view advertisements as a way to make money and nothing more. We get this view because at one point in time within the past few decades, someone said that advertisements we a lie, that everything within them are fake and they are simply used to trick us into buying things we don’t need. All that isn’t necessarily false, but that bad reputation leads people to disguise the beauty in which advertisements truly hold.

What used to be respectful, debatable concepts in the past, is now complaints and useless injections for shortsighted choices made by the public. No longer are debates about first and third world problems, but also the public’s personal issues as well now. Sue Jozui, in her passage, sharply projects that celebrities endorsing products in advertisements is undermining to consumers and that laws should be established on advertisements. The author supports her altercation by first exploring areas in advertisement that exerts the misconception of celebrities. She continues by affirming how a celebrity's usage in an advertisement should not be something the companies see as compelling to a consumer. The authors purpose is to obtain consumers approval