I am such a photography freak! Haha, not that I am narcissist or what; but I am doing these for myself. I always ask my coursemates to at least snap a picture of me presenting my cases in front of the class so that I can immortalize the journey in my blog. Haha, I know my friends must be rolling eyes thousand times but they are such darlings that they just succumb to my nonsense! Hehee……
My slides presentation with montage of Aishwarya Rai’s pictures. Hehee! My No.1 Bollywood actress.
My eyes are puffy and I need to sleep as tomorrow, I need to go to school as all class teachers MUST PAINT the classes for the “Gotong Royong”; but I am excited to share this in blog, so I am fighting my soporific spirit now!
Aishwarya Rai’s affiliation with L’Oreal has a long history. The brand also responsible to bring her to Cannes Film Festival every year as L’Oreal is one of the main sponsors for the event as both are the hearts of France.
The first task for the “Principles of Advertising” class was to share about an advertisement and why we are attracted to that. I have shared my presentation in the blog at https://undomiel84.wordpress.com/2015/04/03/beyonce-a-grown-wman-in-pepsi-max-life-for-now-advertisement-campaign-the-academic-discussions-principles-of-advertising-kom-5323/; in which I have chosen Beyonce’s Pepsi advertisement called “The Mirror”.
The first journal. Purposely find Angie’s fan-made vampire imagery along with Brad Pitt (from ‘Interview With Vampire’ in 1994). Haha!
Now for the second task, we are asked to critique and give opinions on 5 articles delve in issues in advertisement. I have chosen “celebrity endorsement”, knowing that my niche and forte are celebrities and popular cultures. Among the 5 journals, I have chosen 2 journals to be presented, which were :-
- The Risk Of Vampire Effect In Advertisements Using Celebrity Endorsement;
- Impact Of Celebrity Endorsement In Advertising On Brand Image Among Chinese Adolescents.
I’d like to share about Vampire Effect in branding. It is not about the blood-sucking mythical creature. Vampire Effect is a term coined to define a phenomenon whereby the aura of the celebrity used to initially creating awareness about to product – has eventually eclipsing people’s attention away from the product; meaning to say, people are more aware about the celebrity rather than the product that he/she endorsed!
I am interested with this research because it is a total reversal from other cliché ‘celebrity endorsement’ researchers which usually depict on the positivity emanated from the relationship between celebrity-endorsement with a brand. It is interesting to discover that “Attention-Getter Device” (AGD) – the Celebrity – which is the initial tool used to capture the market actually serves as a double-edged sword if it is not maneuvered carefully. I am also enthralled to discover the distinctive strength between product and brand. Based from the findings, it was discovered that unrelated celebrity-endorsement eclipsed the respondents’ recall on the products but not the brand. Nevertheless, it should be noted that the research merely delved into printed advertisement whereas on the contrary, video commercials are being used widely when celebrity endorsement is applied. Thus, will the same pattern of finding resonates to a research done on video commercials as well? Despite various limitations, this research is stepping stone in improving quality of advertisements.
The 2nd journal.
The 2nd journal was on the impact of celebrity among Chinese Adolescent. I chose this because I happen to have quite a strong affinity & interest in the Canto-pop scene (apart from Hollywood and Bollywood!). It is interesting to find that criteria such as funny, likeable and wholesome image play pivotal role in capturing the adolescents’ attention. For example, Moses Chen is a likeable figure because he is a TVB leading man & his endorsement to Snowy Mooncake was phenomenal; nevertheless Edison Chen with his infamous sex scandal scored abysmal reputation in the ‘wholesome image’ department as some respondent claimed that he/she won’t buy brands endorsed by Edison Chen due to the tarnished image.
Moses Chen with Snowy Mooncake.
I agree with the findings of this research that celebrity endorsements are valuable asset in Hong Kong given the fact that actors and singers in the Canto-pop scene are not only popular in the region but also in the Chinese diaspora bubbles all around the world. This aura empowered the presence of Chinese celebrities, hence perceived as invincible idols amongst Chinese adolescents. Nevertheless, I noticed that the researchers mainly focusing on Canto-pop scene (strictly on Cantonese-speaking Hong Kong residents) and exclude the Mandarin-speaking from Mainland China. The latter are more prone toward the Mando-pop in comparison to the Canto-pop and it would be interesting to know if the variance between this two sets of musical realms trigger any difference in the research finding. The question whether Mandarin-speaking Chinese are also susceptible to celebrity’s influence as per their Cantonese-speaking counterparts would be an interesting aspect to fathom and explained.
Edison Chen. Apparently after the sex scandal tapes in 2008, he did again by having affair with 16 years old model and deflowering her in 2011.
On whole, I am relieved that another task is done. And I am always excited to share my new knowledge in my blog. Others can read if they want but if they are not interested, it’s OK. This is for my own self-reflection. OK, NEXT! (,”)
Thanks to Sha. Hahaha, I unabashedly forced her to take. Kikiki. For my own documentation.