Advertisement Analysis. Celebrity Endorsement

Transcription

1 Advertisement Analysis Celebrity Endorsement Christine Luong Integrated Marketing Communications Professor Lee February 14, 2012

2 Advertising is a form of communication that companies utilize to entice potential customers. Advertising is used to help promote excitement on products or services and to ensure distinguishability between companies. As advertising can be utilized in various ways, Celebrity Endorsement has been a popular option for many companies. Celebrity Endorsement can be described as an individual who has a great degree of public fascination and influence to society thus they use their status to help promote company products. The purpose of this assignment is to get an in-depth look at how companies develop advertising campaigns in relation to specific celebrity endorsers to help create customer awareness. Odontorium Products Inc. (OPI) was founded in 1981 only to become one of the world leaders in professional nail care. OPI ensures that each bottle of nail lacquer is up to company standards of quality and safety. Known for their vast colour range and memorable names, it is no surprise that OPI has partnered with leading movies, celebrities and athletes to ensure distinguishable positioning within the market. OPI has capitalized on targeting the female population with no specific age range. As nail lacquer can be worn at a young age, OPI ensures a vast colour range to meet the likes and needs of every female. Nicole by OPI is a sub brand off the OPI line and was named after Nicole: CEO George Schaeffer s teenage daughter. Nicole by OPI targets a female population with a more youthful spirit. The nail lacquer bottles come in a unique bottle shape with spirited colour titles. Nicole by OPI continues to be designed with the company s quality and safety standards to ensure strong positioning within the market. Nicole by OPI positioned their company within the market by collaborating with the high profiled Kardashian family. The Kardashians most notably known for their popular reality television show Keeping Up With The Kardashians have earned this family worldwide attention. In addition to their

3 popular television show, mother, Kris Jenner along with daughters: Kourtney, Khloe, and Kim have been recognized for their clothing store, Dash; various fragrance launches; and television spin offs. This powerhouse family continues to create an empire by collaborating with various brands such as Nicole by OPI. It is no surprise that KardashianKolor s would be found in the highly popular female magazine, Cosmopolitan. The advertisement features the three sisters Kourtney, Khloe, and Kim all posing with their shade inspired nail lacquer. The advertisement is communicating to consumers the distinguishable personalities each sister exercises with the shade of each lacquer. Each bottle has a unique name that is related to each Kardashian sister. With the target population being females with a youthful spirit, it is no surprise Nicole by OPI would collaborate with the Kardashian sisters. As the article written by McCracken (1989) expresses that for successful meaning transfer to be present, Stage One must signify the celebrity with authority. This is evident in the advertisement by Nicole by OPI as the Kardashian sisters are trendy, youthful, and highly publicized. Stage Two states that the celebrity endorser and product must define some similarity. The fact that the Kardashian sisters would endorse nail lacquer is in sync as they are consistently in the public eye where every detail on physical presence is consistently criticized. Stage Three allows the consumer to fully understand the correlation between the product and celebrity endorser. In a sense, the advertisement creates a self that can come become viable. The purpose of this advertisement is to persuade consumers in purchasing Nicole by OPI. Nail lacquer is a product based off low involvement purchasing decision; consumers may be attracted to the nail lacquer with a popular name. In this case, the Kardashian is attached to the Nicole by OPI. When consumers come across products that have a specific celebrity name attached, they are being persuaded into purchasing the product as the attractive quality

4 surpasses the performance quality. In addition, with nail lacquer being a low involvement purchase decision, consumers are more incline to purchase various brands. As OPI is a leading brand in the nail lacquer industry, Nicole by OPI has not gained the recognition OPI (their successor) currently holds. Furthermore, as the Kardashians have developed colours in relation to their personality consumers may be more attracted to try colours that favour their Kardashian sister. Consumers are persuaded to purchase Nicole by OPI KardashianKolors as the high profiled sisters endorse the products that adapt to their lifestyle. It is evident that Nicole by OPI has stayed true to their objective in targeting a more youthful spirit in collaborating with the Kardashian Family. Nicole by OPI has successfully presented this advertisement in a persuasive manner by collaborating with the Kardashian family.

5 References OPI. (2012) About Us. Retrieved from , from OPI: Nicole by OPI. (2012) About Us. Retrieved from , from Nicole by OPI: McCracken, Grant (1989), Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process, Journal of Consumer Research, 16 (3),