Before December the 9th 2009 I had no idea what GTL stood for (Gym Tan Laundry), nor ‘Fist-pumping’ or ‘creeping’ but the world was introduced to the Summer Italian-American residents of Jersey Shore, better known as Guidos/Guidettes. These heavily tanned, Ed Hardy clad individuals, who spend more time looking into the mirror than Paris Hilton, enjoy ‘partying’ hard to techno dance whilst having a drink or 12, have rocked the world and left us gripped to the TV, enthralled by their obscure ways of dating and what they do in their spare time, with a staggering 8.4 million viewers tuning into the first episode of series 3 going back to the shore.
Although like I and most people I know wouldn't dream of considering these people role models or trend setters, known for promoting binge drinking, and being all round a bit sleazy, the celebrity endorsement industry certainly think differently.
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| Mike 'The Situation' Sorrentino Promoting Devotion Vodka |
For example: in the lead with over 5 different endorsements and counting Mike 'The Situation' Sorrentino has landed a deal with Devotion Vodka, a spirit in which is filled with protein. Created his own line of GTL bags (for your laundry of course!), luxury laces for the hundreds of pairs of sneakers he owns, starred in Vitamin water's latest advert and has also released his own book aptly named 'Here's the situation' a book on 'creeping' (or better known in the UK as pulling). He is set to be worth over $5 million at the end of the financial year. I suppose these endorsements fit with Mike's image, but Nicole 'Snooki' Polizzi's recent appearance in Wonderful Pistachio's advert is a little confusing. Would Snooki's face on the front of a packet of nuts encourage me to buy them? Somehow I don't agree but it seems Snooki has followed in Mike's footsteps by bringing out a book 'The shore' as well as her own slippers and jewellery line. The 'meatball' has certainly got her business Pouf on!
The fact that so many companies are using the Shore residents including Australian gold tanning, and Xenadrine, maybe gives proof that it does increase sales and awareness for brands?
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| Jwwow and her black bronzer by Australian Gold |
Celebrity endorsements are known as the promotion of a product or service where the celebrity is usually paid or given free merchandise to be shown in the public eye using the product such as a car or phone, wearing the product or even eating the product! According to a recent study celebrities endorsing products can alter brain activity of consumers increasing brand recall for a longer period of time “the researchers stressed there could be a longer term impact, even if it did not manifest itself as an immediate desire to buy” This could argue that companies may also use the strategy of brand impact by using such celebrities to increase brand recall and recognition. Wonderful Pistachios would definitely be the first brand of pistachios I think of because of the advert Snooki stars in is now embedded in my memory.
Brand recall is very important when impulse buying small products such as snacks and sweets, and can alter our preferences when deciding which type of fake tan, or which brand of vodka when out on a shopping trip.
This can argue even if the celebrities are not known for being role-models, it is not the image of the celebrity that counts, rather the impact of brand recall that the celebrity can give a company. With these ‘stars’ being viewed by over 8.4 million viewers mainly in the 18-24 catchment range, many companies would be throwing big deals over to these people for the chance to get a slice of that market. Maybe it isn’t just a jersey thing?
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| Snooki With her trademark Pouf in the Wonderful Pistachio Ad. |
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