Celebrity Advertising: Bájná síla pop-konzumu.
| Title in English | Celebrity Advertising: The Mythical Power of Pop-Consumerism |
|---|---|
| Authors | |
| Year of publication | 2011 |
| Type | Appeared in Conference without Proceedings |
| Citation | |
| Description | The current media landscape is highly interwoven with advertising, one of the tools whose one-way communication affects perception and consumer habits of the mass audience. We are bombarded by advertising in every corner and some people perceive it intensively, others successfully ignore it, but we all know about it. Thus, the penetration of advertising, and especially its contents, into our culture and society is still present and it influences not only social and economic behaviour but also aesthetic and moral attitudes of a person. This relationship, however, also works in the opposite direction, when advertising itself must respond to social affairs, to adapt to changing technologies or audio-visual viewing habits. We can say that by this process, advertising provides specific (often distorted) picture of our culture and society of the time. Even in the dynamic environment of today's society there is persona grata who is remaining appropriate for meeting the objectives of advertising. In this paper, this persona grata is icon of popular culture, famous or respected personality which will be summarized under the term of celebrity. Celebrities become the spokespersons of diverse brands, the promoters of products, or the face of concrete company and its products. Unbelievable, but ads with a celebrity successfully differentiate one product from the sea of nearly identical products and positively influence their consumption by the consumer. Why is such advertising effective? What is the relationship between celebrity and advertising? How does the society perceive this kind of advertising? To what extent is the popular culture interconnected with the "culture of advertising"? How does the Celebrity Advertising achieve the desired effects on consumer behaviour and what kind of impacts does it have on our culture? This paper Celebrity Advertising – The Mythical Power of Pop-Consumerism is dealing with these questions and trying to find adequate answers to them. |