Syfte & forskningsfråga Uppsatsens syfte har varit att, ur ett företagsperspektiv, undersöka och analysera vad som motiverar företag att använda kändisar som talespersoner i sina reklamfilmer. Vi ville undersöka hur företag väljer vilken kändis de ska samarbeta med och vad som krävs av kändisen vid ett samarbete. Vi ville även identifiera vilka positiva och negativa effekter det kan ge för varumärken, samt vilka risker det finns med att använda kändisar i sina reklamfilmer. Utifrån vårt syfte formade vi vår forskningsfråga: Hur påverkas varumärken av att använda kändisar som talespersoner?   Metod Uppsatsen är skriven med en kvalitativ forskningsmetod och en induktiv ansats. Vårt empiriska material har samlats in genom sju kvalitativa intervjuer med respondenter som vi anser är relevanta för ämnet, både via telefon och personliga intervjuer. Vi har under hela uppsatsens gång strävat efter att våra teoretiska källor ska vara så aktuella och ämnesspecifika som möjligt. Därför har vi lagt stor vikt vid att i största möjliga mån använda oss utav artiklar publicerade i vetenskapliga tidsskrifter.   Slutsatser I vår uppsatsprocess har det framkommit att kändissamarbeten är en mycket lyckad marknadsföringsstrategi eftersom det kan ge varumärket uppmärksamhet, ökad varumärkeskännedom och ett ökat kundintresse. Det har även tydliggjorts att om matchningen mellan kändisen och varumärket inte stämmer överens kan detta ge negativa effekter för företaget. Trots det har ändå studien visat att fördelarna med kändissamarbeten väger över de eventuella riskerna.   Nyckelord: Kändisar, talespersoner, varumärken, reklam. / The purpose of this study has been to analyze, through a business perspective, how brands get affected by using a celebrity as a spokesperson and what motivation factors that drives the collaboration. We wanted to examine how brands choose which celebrity to collaborate with and what is required from the celebrity. We also wanted to identify the positive and negative effects as well as the risks that may occur when using a celebrity as a spokesperson.   In relation to our purpose we have chosen the following question: How do brands get affected by using celebrities as spokespersons? This study is based on a qualitative research methodology with an inductive approach. To gather our empirical material we conducted seven interviews with respondents relevant to our essay. Throughout the essay process our mission has been to gather theoretical sources that are up-to-date and as relevant as possible. That is why we have aimed to use articles published in scientific publications as widely as possible.   Our essay process has revealed that celebrity endorsement is a very successful advertising strategy, since it can increase brand attention, brand awareness and create customer interest. It has also emerged that if the match does not fit between the brand and the celebrity, negative effects for the brand may occur. Despite this, the study has shown that the benefits with celebrity endorsement overcome the potential risks.       Keywords: Celebrities, spokespersons, brands, advertising.

This is a revisionist audience study examining the everyday media cultures of twenty-four young teenage girls from Melbourne in Australia. It argues that in an era of proliferated and convergent media, audience studies cannot restrict its vision to a single media text, technology, or genre. / It takes a broad approach to girls’ media culture and considers the full range of media that girls engage with on a daily basis. It identifies a hegemonic discourse about girls’ media use which it calls “(feminist) new media effects”. This anxiety takes as its key concern the proliferation of media and mediated representations of girls across the spaces of everyday life. (Feminist) new media effects discourse renders girls passive and unable to cope with such media presence without the guidance of adults to teach them how to correctly engage with the media. In order to challenge this construction, the thesis examines participants’ engagements with a range of convergent media texts and technologies, including Internet social networking, repeat DVD spectatorship, young female celebrities, and discourses of moral panic. It shows how mediated representations of girls across these sites are embedded in the fabric of participants’ everyday lives. Apart from highlighting the challenge that this poses to the practice of conducting audience research, it demonstrates the ways that girls both resist and incorporate mediated constructions of femininity within their everyday negotiations of teenage girlhood. It argues that the representation of girlhood constructed in (feminist) new media effects discourse – the vulnerable girl overwhelmed by toxic media messages – is key to girls’ media culture. My findings indicate that participants are primarily invested in resisting this construction of youthful femininity.

Thesis (M.S.)--West Virginia University, 2009. / Title from document title page. Document formatted into pages; contains iii, 23 p. Includes abstract. Includes bibliographical references (p. 21-23).

Thesis (M.F.A.)--Montana State University--Bozeman, 2006. / Typescript. Chairperson, Graduate Committee: David Scheerer. Includes DVD. Includes bibliographical references (leaves 37-43).

Previous studies on celebrity endorsement have focused on merits of the celebrity endorser as the key factors for predicting endorsement effectiveness. This research extends previous research by exploring the effects of the consumer's para-social interaction (PSI) with the celebrity. Based on the Source Credibility Model, the proposed model takes PSI as the core variable and examines its relationship with self-brand connection and ideal congruency. Two studies were conducted using online questionnaires to collect consumers' self-reported data. Study 1 tested a partial model using sports celebrities. Study 2 tested the full model using entertainment celebrities. Study 1 had 605 respondents and study 2 had 387 respondents. The respondents were young, well-educated and included both fans and no-fans of the selected celebrities. The results showed that consumer-celebrity PSI was an essential factor in the endorsement process. The perceived attractiveness of a celebrity was an antecedent to PSI, which in turn allowed the consumer to establish a personal connection with the endorsed brand and resulted in positive brand attitude. Furthermore, the results showed that consumers tend to have stronger PSI with a celebrity when they hold a higher degree of ideal congruity with the celebrity. Finally, results indicated that the context in which the celebrity was shown with the brand had significant effects, with a real-life context yielding stronger effects than an ad endorsement context or a product placement context. In sum, this research extended the source attractiveness model by clarifying the endorsement process to include consumer-celebrity PSI and brand-related responses. It also contributed to the audience-celebrity PSI theory. In addition, this research revealed the potential impact of celebrity-brand associations in real-life contexts on endorsement effectiveness, thus providing new insights for research related to the various forms of celebrity endorsement.

Celebrity endorsement has become a pervasive means of communication strategy by marketing practitioners worldwide. One of the main aims of celebrity endorsement is to utilise the prominent status of the celebrity to positively impact the consumption behaviour of consumers. However, due to globalisation, marketers use internationally renowned celebrities (usually Hollywood stars) to promote products in foreign markets. The costs of using these celebrities are quite significant and as such the objectives of the communication strategy need to be realised if the firm intends to continue with the communication strategy approach. Social Identity plays an important role in mainstream societies as it provides a basis for identification and belonging for people. Individuals who are part of a specific culture or society are positively influenced by the group norms. The sense of identification can be based on race, religion or cultural dimensions. Literature on celebrity endorsement has discussed in depth the source characteristics required by a celebrity to ensure positive consumption behaviour, but it has not explored the role of racial congruency (in the context of Social Identity) between the celebrity and the target market (i.e. race as a source characteristic). As such, the aim of this research is to investigate the relationship between the race of the celebrity endorser and consumer purchase behaviour in multi-racial societies. A quantitative design study was conducted with a sample of 278 respondents across two firms. The data collected from the survey was analysed using non-parametric and descriptive statistical methods. The main finding of the research was that consumers do not outwardly regard the race of the celebrity as an important characteristic in the endorsement process and their subsequent consumption intentions. Interestingly though, the findings showed that consumers have an innate preference for celebrities that are of the same racial profile, which indicates that race plays a role when selecting a celebrity for a specific target market. / Dissertation (MBA)--University of Pretoria, 2014. / zkgibs2015 / Gordon Institute of Business Science (GIBS) / MBA / Unrestricted

Since YouTube's launch in 2005, it has grown into one of the most visited social media platforms in the world. It launched with the slogan "Broadcast Yourself"with the promise that the content sharing site would allow anyone to post, share, and interact with videos from anyone around the world for free. Many people took advantage of that promise and became Internet celebrities, or "influencers,"in a short amount of time, amassing millions of subscribers and billions of views. The success of these YouTube stars has led them to land roles on TV and in films, launch music careers, write books, and many other avenues. However, these stars have also had their fair share of public controversies that have caused advertisers to pull their content from YouTube's platform. This has forced YouTube to change their algorithm and other procedures so that YouTube stars' videos are no longer boosted to the front page, which in turn hurts their budding careers. This puts YouTube at a crossroads between billions of dollars in advertising revenue and the homegrown celebrities that helped make YouTube what it is today. The research in this study examined what YouTube influencers value and would change about YouTube's affordances to help make the website a better opportunity for anyone and everyone to grow their Internet careers. Using qualitative methods to gain insights from several YouTube influencers, this study explored what YouTube and other future social media accounts can do to help those that know and utilize their platforms best. The findings of this study show that while social media oftentimes acts as a conduit for online content sharing, YouTube doubles as an investor who will back videos with advertising revenue, front-page access, and algorithmic preference to boost a video's success and reach. This venture capital-style system comes with challenges as influencers can both benefit greatly from these affordances, but also be hurt when these affordances block their videos from finding audiences. Because of this, money-making on YouTube can be highly rewarding, but also discouraging and risky. Influencers are often stuck finding other ways to make money such as external sponsorship, platform diversification, and independent merchandising. This puts YouTube and influencers in a constant state of renegotiation where YouTube toes the line of pleasing advertisers and influencers while influencers struggle to work around YouTube affordances, policies, and terms. These findings show that YouTube is a rich, immersive medium with significant potential for influencers. The findings also show that affordances, while often viewed as beneficial to all parties, may at times be beneficial and detrimental depending on the individual. Future research can build off the foundation this study lays to learn if this model exists on other platforms and media.

Since YouTube's launch in 2005, it has grown into one of the most visited social media platforms in the world. It launched with the slogan "Broadcast Yourself" with the promise that the content sharing site would allow anyone to post, share, and interact with videos from anyone around the world for free. Many people took advantage of that promise and became Internet celebrities, or "influencers," in a short amount of time, amassing millions of subscribers and billions of views. The success of these YouTube stars has led them to land roles on TV and in films, launch music careers, write books, and many other avenues. However, these stars have also had their fair share of public controversies that have caused advertisers to pull their content from YouTube's platform. This has forced YouTube to change their algorithm and other procedures so that YouTube stars' videos are no longer boosted to the front page, which in turn hurts their budding careers. This puts YouTube at a crossroads between billions of dollars in advertising revenue and the homegrown celebrities that helped make YouTube what it is today. The research in this study examined what YouTube influencers value and would change about YouTube's affordances to help make the website a better opportunity for anyone and everyone to grow their Internet careers. Using qualitative methods to gain insights from several YouTube influencers, this study explored what YouTube and other future social media accounts can do to help those that know and utilize their platforms best. The findings of this study show that while social media oftentimes acts as a conduit for online content sharing, YouTube doubles as an investor who will back videos with advertising revenue, front-page access, and algorithmic preference to boost a video's success and reach. This venture capital-style system comes with challenges as influencers can both benefit greatly from these affordances, but also be hurt when these affordances block their videos from finding audiences. Because of this, money-making on YouTube can be highly rewarding, but also discouraging and risky. Influencers are often stuck finding other ways to make money such as external sponsorship, platform diversification, and independent merchandising. This puts YouTube and influencers in a constant state of renegotiation where YouTube toes the line of pleasing advertisers and influencers while influencers struggle to work around YouTube affordances, policies, and terms. These findings show that YouTube is a rich, immersive medium with significant potential for influencers. The findings also show that affordances, while often viewed as beneficial to all parties, may at times be beneficial and detrimental depending on the individual. Future research can build off the foundation this study lays to learn if this model exists on other platforms and media.

The creation of identity, a stable sense of one's self, is a major developmental process in adolescence (Erikson, 1950). Identity develops through the process of socialization and identification with other people, such as role models. Adolescents have a primary inclination to use media in socialization, and Arnett ( 1995),reasons that the familial sources of socialization start to diminish during adolescence. Although peers are a major contributor of identity formation, media personalities are also used in the development of identity (Arnett, 1995). The purpose of the present study was to examine adolescents' identity-socialization process through use of 'media-based personalities. A sample of three-hundred-and-one students between the ages of 11 and 21 were surveyed. The participants were administered a questionnaire packet including written instructions and questions pertaining to the individual’s demographics, and identification with media-based role models. The packet also included the following inventories: the Multidimensional Self-Esteem Inventory (O'Brien and Epstein, 1987), the Emotional Autonomy Scale (Steinberg and Silverberg, 1986), and the Extended Version: Objective Measure of Ego Identity Status (Adams and Grotevant, 1979). The results of the present study suggested that media role models do have a significant impact on identity development in adolescence. Younger adolescents did not differ from older adolescents in overall level of media role model identification, but the variation in level of identification was much smaller for younger than for older adolescents, indicating that older adolescents are more individuated in their attitudes toward role models. Significant correlation's were also found between how often one wears clothing and jewelry associated with media role models and personality variables, such as emotional autonomy and level of identity attainment. Level of Total identification with media role models stayed high and steady throughout all adolescent age ranges. This finding suggests that media role models are highly identified with by adolescents. Overall, this study purports that media role model identification is a healthy process in identity achievement.

Made available in DSpace on 2016-04-18T21:48:53Z (GMT). No. of bitstreams: 6 Jose Roberto Mathias1.pdf: 570409 bytes, checksum: 3b610f3523241a1899962c7659480a89 (MD5) Jose Roberto Mathias2.pdf: 3613648 bytes, checksum: fb5d6e03c311e4689b3d3a0b17e33071 (MD5) Jose Roberto Mathias3.pdf: 1160471 bytes, checksum: 9ecd0c600ce8de67561fa201722d5e97 (MD5) Jose Roberto Mathias4.pdf: 2808675 bytes, checksum: f7e2ba4f756479c9c57bfbbbb9c650c0 (MD5) Jose Roberto Mathias5.pdf: 529388 bytes, checksum: 69038914185effcd5eb633ce6a820f43 (MD5) Jose Roberto Mathias6.pdf: 3681907 bytes, checksum: 067137af9ded5889cbc9818f50f96fd4 (MD5) Previous issue date: 2009-02-18 / This paper searches for, in the Speech Analysis (SA), procedures for review of Celebrities magazines printed in editions of CARAS magazines of Portugal and Brazil. It is based primarily on studies of Maingueneau on the issues of SA and on the considerations about the ethos. The theoretical concepts will be applied to selected texts as forms of communication between enunciators and the possible enunciatees, publications consumers and, consequently, the texts available in an environment formed by the Portuguese language, presented a Lusophone context. The analysis will be made in texts that present verbal and non-verbal language, forming a joint body to the printed media. The description of the ethos is the basis of the comments, testimony and analysis. / O presente trabalho busca, na Análise do Discurso (AD), procedimentos para análise das revistas de Celebridades veiculados em edições das Revistas CARAS de Portugal e do Brasil. Baseiam-se, fundamentalmente, nos estudos de Maingueneau, sobre as questões da Análise do Discurso e sobre as considerações quanto ao ethos. Os conceitos teóricos serão aplicados aos textos selecionados, enquanto formas de comunicação entre os enunciadores e os possíveis enunciatários, consumidores das publicações e, conseqüentemente, dos textos disponíveis, em um ambiente formado pela língua portuguesa, apresentado em um contexto lusófono. As análises serão feitas em textos que apresentam a linguagem verbal e não-verbal, constituindo um corpus comum à mídia impressa. A descrição do ethos constitui a base dos comentários, dos depoimentos e das análises.