Diploma Thesis Celebrity Marketing as a Tool for Marketing Communication: A Comparison of the Attitudes of the Brands Lancôme and Estée Lauder addresses the phenomenon of celebrity marketing and also how these brands work with celebrities in their advertising campaigns. The thesis is opened by a theoretical chapter that deals with the concept of celebrity, history of celebrity and celebrity marketing as well. It deals with the theories of choice of celebrities, as well as the advantages and disadvantages of using famous faces in the campaigns. In the descriptive part, there are descripted selected brands, their history, identity and ways of their working with the celebrities. The analytical part of the thesis examines how are celebrities used by both brands. For the analysis, the printed magazine (Elle, Marianne and Marie Claire) and the advertisements inside were selected. The main focus is on determining whether the celebrities are really used by the brands and how. It is believed that the brands use celebrities, but each brand works differently with them. The work primarily uses the methods of quantitative content analysis, but part of the research is also qualitative. The main goal of the thesis is to find out to what extent celebrities are used in the marketing campaigns of both brands and...

Problem/Purpose: Internet celebrities have shown huge commercial value by operating their E-commerce in the Chinese market. This article aims to research How Chinese internet celebrity influences consumers’ attitude to purchase on E-commerce. Method: The Primary data is collected by semi-structured interviews with consumers who followed the internet celebrity and bought products from her online stores. Meanwhile, word frequency analysis of posted context and comments on the internet is proceeded to conduct secondary data to support findings. Findings: Our findings show that the traditional source attractiveness, expertise, and involvement of celebrity are important to impact on the consumers’ attitude and drive to purchase behavior. However, source trustworthiness is not essential, and the perceived trustworthiness is limited in specialized fields (e.g. fashion) and is hard extend to other areas (e.g. cosmetics). Furthermore, perceived authenticity will reinforce trustworthiness and intimacy, and perceived interconnectedness will result in frequent and regular buying habit. Implementation: This research can serve to internet celebrities who are running or intend to start their E-commerce in China. Moreover, it is hoped this study of internet celebrity Ecommerce in China can serve for future comparative studies of internet celebrity globally.

Made available in DSpace on 2016-10-13T14:10:30Z (GMT). No. of bitstreams: 1 consumindo_celebridades.pdf: 1287165 bytes, checksum: 2ea3d7ec775e2380c83e6cad61229803 (MD5) Previous issue date: 2009-03-27 / A celebrity factory supplies the stars market, and almost at the same time it let them in a condition of ostracism. Following the speed of the contemporary experiences, to understand the phenomenon of the exposure on media, this work has two parts star system and pós star system . The privacy of star s lives once so protected, is suddenly exposed to anyone, therefore we are facing a new era of star´s visibility. Thinking of that the questions is: Which are the impacts of this new star s world on the mass media, especially blogs? Which are the particularitities of the media exposure trough blogs? How these shared on-line diaries affects the construction of image and subjective production? Investigating the ways of appropriation ,the blog of the model and actress Luana Piovani was chosen in order to analyze its role in communication specially trough it s visual resources and narrative associated with the effort to guarantee a place as an authentic and dynamic producer of media´s celebrities / Uma fábrica de celebridades abastece o mercado e, da mesma forma, relega-as ao ostracismo, seguindo o fluxo intenso e veloz da experiência contemporânea. Para entender a lógica dessa engrenagem, dividimos o fenômeno da exposição midiática de celebridades em dois momentos distintos: star system e pós-star system. Antes, a privacidade dos famosos tão resguardada; agora, escancarada para quem quiser ver. Portanto, estamos diante de uma nova era de visibilidade estelar caracterizada pela evasão de privacidade. Nesse sentido, indaga-se: quais os impactos deste novo universo de estrelas midiáticas dentro da mídia maciça, em especial, nas páginas pessoais virtuais blogs? Quais as particularidades da exposição midiática obtida por celebridades através dos blogs autorais? Como estes impactam as respectivas construções identitárias e produções de subjetividades? Buscando investigar os modos de apropriação, por parte dos receptores, desta dinâmica comunicacional, delimitamos como objeto de análise o blog da atriz/modelo Luana Piovani, como espaço representativo do gênero em virtude de seu tempo no ar, atualizações constantes e owner polêmico

This thesis examines how English law has, and has not, balanced celebrities’ legal expectations of informational and seclusional privacy against the press and media’s rights to inform and publish. Much of the litigation that developed the English laws of privacy has been celebrity-generated by those with the financial resources to seek out and utilize privacy regimes and remedies in ways not immediately available to ordinary members of the public. The media, generally, has had the resources to present the relevant counter-arguments. Privacy protection was initially afforded to celebrities by breach of confidence and copyright. While public interest and “fair dealing” defences developed within English law, there was no underlying or consistent practical element in legislative or judicial thinking to promote a balance between the competing interests of protection and interference. That practical element, the concept of proportionality, developed in the Convention case-law of the ECtHR in Strasbourg during the 1950s. It was not until the Human Rights Act 1998 (HRA) that English legislators and the UK judicial system began to reflect and apply its consequences. Arriving at proportionate results and decisions – particularly in the realms of privacy - requires both the engagement of the rights that are sought to be maintained as well as a careful balancing exercise of these rights both internally and vis-à-vis each other. Because celebrities, with their Article 8 concerns, and the media, with Article 10 arguments, seek for their causes to prevail, the ways in which legislation and litigation now resolves matters is by the “ultimate balancing test” of proportionality. Proportionality is the measure within this thesis that is constant from chapter to chapter, highlighting, respectively, where the application of proportionality and balance might have produced different results as regimes developed historically and where new developments were needed to accommodate its requirements when it was apparently absent.

This study is conducted due the fact that politicians has started to perform in more celebrated forms of politics. For instance, through Margaux Dietz YouTube-series Partitempen, where all the Swedish party leaders attended. The purpose of the study is to examine the phenomenon celebrity politics, personalization and gender on the social media platform YouTube and how it takes expression in Partitempen. A qualitative approach is applied to the study, and the method used to answer the research questions is a conversation analysis and partly a multimodal method. The result of the study shows that celebrity politics and personalization are visible in the programs of Partitempen. It is also clear that there are both similarities and differences in the questions asked to the female respectively to the male party leaders.

Since performers first became credited for their on-screen work in the early twentieth century, stardom has been understood as a primary factor distinguishing cinema as a unique, discrete art form. Much of the work done by canonical film scholars emphasizes film as a continuous medium defined by relation, as well as the irreducible value of human presence in creating meaning that transcends the boundaries of film. These are important cornerstones of star studies, a subfield within film studies that interrogates how film performers accrue and project meaning and value. They also isolate continuity as a singular tool for developing approaches to understanding cultural and ideological value of film stars – determining why certain stars are such powerful commodities and addressing the deceptively elusive question of what they actually mean. Through careful inspection of the transactions between film production and culture, my dissertation – “He’ll Just Be Paul Newman Anyway: Film Continuity and the Star Image” – pursues two primary goals regarding the cultivation of stardom and our understanding of star persona. First, I reestablish the star image as a discrete force, informed by on-screen performances and off-screen biography but remaining distinct from both (following the framework of French film theorist Edgar Morin). I attempt to disentangle these figures, asserting star image – the intangible, ethereal collection of values, expectations, and investment constituted from both performer and character – as the central mechanism for interpreting human presence. Second, I explore the notion that narrow range of performance and on-screen consistency are more essential to developing stardom than the revelation of the performer’s actual self. This position applies both to the production of stars and to our critical understanding of them, creating compelling connections to central debates of film studies. In doing so, my goal is to reassert the star as the most valuable and definitive source of meaning in film. The combination of Paul Newman’s on-screen continuity, enduring persona, and career trajectory (rising to stardom during the fall of the studio system) makes him uniquely valuable for understanding the evolution of film stardom and encourages new perspective on the development and deployment of star image. Moreover, Newman is an ideal subject for investigating the star image as a discrete force and the function of range in its development. Through critical examination of his on-screen tendency to “go his own way,” I demonstrate the immense value stars can offer to our understanding of the moving image and surrounding culture(s). Moreover, in asserting star persona as a discrete force integral to interpreting the meaning of human presence in film, I also cultivate a contextual understanding of the rebel archetype in response to changing dominant cultural ideologies. In doing so, my work directly addresses valuable questions essential to and extending beyond film studies: why stardom is essential to defining film and understanding how it signifies, how star persona is accumulated and deployed in individual films and across a whole career, and what meanings are generated and revealed by the star as an projection of social values and ideals.

Celebrities have historically served a variety of roles in society ranging from the inspirational to the cautionary, utilizing their platforms of visibility to promote themselves, their work, as well as their social and political causes. This study focuses on celebrities as activists engaging with global health issues, with particular attention to the form this engagement takes, the publicity it receives in the mass media, and the types of global health issues that receive the most celebrity attention. An interdisciplinary approach drawing from theories of power, social movement theory, agenda-setting, and cultural studies is used to achieve greater understanding of underlying components of the framework within which this activism exists. Guiding this research is the primary question, “How do cultural elites prominent in U.S. media impact global health security?”, where the specific subset of cultural elites examined are the most influential Hollywood celebrity actors in film. A series of secondary research questions provide insight on the multiple dimensions of celebrity influence and impact in the context of global health security. Specifically, how does celebrity activism affect global health security discourses? What “truths” are created by celebrity activism in global health? Finally, are the issues these celebrities are advocating for, the most pressing global health concerns? Utilizing a mixed-methods approach (quantitative-qualitative-quantitative), I demonstrate the most frequent forms of celebrity engagement with their affiliated global health organizations, as well as the media attention devoted to this engagement in the most prominent U.S. newspapers. Furthermore, I offer empirical evidence of how global health engagement of the most influential celebrities compares to the most pressing global health concerns, as expressed through an analysis of the global health issues that claim the most lives globally. Results demonstrate the most effective application of celebrity resources, and determine whether celebrities can be differently situated for greater impact in global health security overall.

TESIS PARA OPTAR AL GRADO DE MAGÍSTER EN MARKETING / El celebrity endorsement corresponde a una estrategia de comunicación, la cual frecuentemente puede ser vista en diversos avisos de diferentes marcas. Hasta ahora ha sido estudiada mayormente en medios tradicionales como la televisión, diarios y revistas, sin embargo poco se ha investigado sobre sus efectos en medios online, específicamente redes sociales. Este estudio propone un experimento factorial, donde se pretende comparar los efectos a niveles cognitivos, afectivos y conductuales de cuatro piezas publicitarias, que alternan tanto el medio: online/offline y como el nivel de explicitness en la comunicación; explícito/implícito. El estudio se realizó con la red social Instagram, ya que esta tiene un uso frecuente en la población joven chilena, además de un mayor engagement o interacción por publicación que otras redes sociales como Facebook y Twitter (Elliot, 2015). Junto con esto resulta una medio idea para las marcas, puesto que al solo poder compartir fotos o vídeos y estar diseñada para aplicaciones móviles, permite ver publicaciones y/o publicidades de las marcas y celebridades en cualquier lugar y momento. Los resultados muestran mejores resultados cognitivos en el medio online y con mensajes implícitos, mientras que los resultados a nivel afectivo resultan superiores cuando se hace publicidad explícita en medios offline. A nivel conductual se observa acciones explícitas tienen una leve mejor respuesta, sobre todo en el medio online. Muchos de estos hallazgos coinciden con la literatura previa, mientras que otros que no habían sido tan estudiados resultan ser muy interesantes. Las implicancias de estos resultados son discutidos al final del estudio.

The Bronco Chase and arrest of O.J. Simpson for the murder of his ex-wife, Nicole Brown Simpson and her friend, Ronald Goldman, and his subsequent criminal trial became one of the most captivating, mass-mediated events of the last decade of the twentieth century. Simpson's iconic celebrity status and his race as an African-American inflamed the notoriety of the crime. An insatiable spectatorial desire for Simpson and narratives concerning his alleged involvement in the Brentwood murders engulfed the American public and American culture for thirty-two months. An excessive scrutiny of his identity by the media, law and order professionals and the populace generated a racially charged discursive cacophony. The memoir Simpson published during his remand to raise funds for his defense expenses, I Want to Tell You: My Response to Your Letters, Your Messages, Your Questions, allows for a productive critical study of everyday rhetoric and the commodity fetishism of celebrity. Released in late January 1995, during the first week of the prosecution�s opening statements in the criminal trial, I Want to Tell You was Simpson's first public comment following the nationally televised reading of his suicide note and his spectacular arrest on June 17, 1994. The intercalation of Simpson�s narrative utterance with 108 of the more than three hundred thousand letters he received from June to December 1994 as Los Angeles County Jail inmate 4013970 is a practical manifestation of the use value and exchange value of fame. The reciprocity of the epistolic, the phatic demands of address, the etiquette of fan mail and hate mail, the gift of the written text, vulnerable and resonant, reveal an adherence to the symbiotic dynamic of the celebrity-fan, writer-reader, dyadic relation and its currency. Plying his trade as idol of consumption, as spectacle, as genre, Simpson capitalised on the cultural condition of his name and his face as objects of desire. The racialised flesh of Simpson's African-American male body became a site and a sight for narrative and inscription within a pay-per-view marketplace of reification, prosopopoeia, gazeability and criminality.

In the discussions about contemporary celebrities, the femme fatale, the bad boy, the child star, and the wannabe have become accepted and even celebrated figures. In the late eighteenth and early nineteenth centuries, however, actors and actresses who challenged acceptable strategies for celebrity behavior were often punished by exile, debt, disgrace, and humiliation. Some performers even faced a veritable textual and historical oblivion. Illegitimate Celebrity considers the careers of Dorothy Jordan, William Henry West Betty, Edmund Kean, and Margaret Agnes Bunn, and offers a historical genealogy of "illegitimate" performers who dared to break with social convention and struggled to define and redefine themselves according to strict social codes that dictated their behavior both onstage and off. By examining celebrity productions, portraits, caricatures, and performances as elements to producing celebrity, I demonstrate how the audiences used these public figures to create complex narratives regarding class, femininity, masculinity, marriage, nationalism, among others. Ultimately, the study of illegitimate celebrity reveals the role of celebrity in shaping these discursive structures and provides an important history for modern narratives regarding the role of celebrity in society. / McAnulty College and Graduate School of Liberal Arts; / English / PhD; / Dissertation;