Culture of Celebrity
In the past decade, the cult of celebrity has dominated British culture in a way that ha s never happened before. ... It is estimated that up to 20% of all commercials use some form of celebrity endorsement. ... Every celebrity now has to have his or her own home page. Many brands believe that by using a celebrity in their advertising material, their product will become an instant success. This is because many products become recognisable because of the celebrity that fronts the campaign. ... By creating a media buzz for the campaign, the product may become over-shadowed by the celebrity face that advertises it. Also, the brand could choose the wrong celebrity and the brand would not be able to target the audience that they would have hoped for and would be aiming at entirely the wrong person. ... This shows that it is absolutely vital to use an appropriate celebrity to create the right synergy for the product to connect to its target audience. Reality TV has factored into the celebrity marketing system. For example, Big Brother has proven that you can become a celebrity overnight; you do not even need a skill. ... ‘The celebrities who risked the wreck of their pampered egos by humiliation on Celebrity Big Brother were bowing to the inevitable. ... Also, the roaring success of 2004s ‘I’m a Celebrity, Get Me Out of Here’ helped Peter Andre get a second number 1 with Mysterious Girl, eight years after it was released. ... Celebrity titles have grabbed the ABC headlines in this sector, particularly Closer (334,542) and New (339,035). The new breed of celebrity titles has put its stamp on the market with Heat also turning in a strong performance (plus 18. ... There is so much related consumer culture now, which feeds the desire for celebrity magazines and makes them appealing and desirable to that audience.