For Assignment 3 we were asked to further our research from Assignment 2 by looking into one particular aspect. For this, I chose to look at the role of celebrities in advertising. After choosing one particular area we were to compile an annotated bibliography using the resources available to us in the library and Cross Search. I found this task quite difficult to begin with as I didn't really find much in the library and when resorting to using Cross Search I was quite unsure of what to do for a while as it takes some getting used to in my opinion. However after using it for a while it became much more simple.
Below I have compiled my list of journals in the form of a bibliography in the style of the Harvard referencing system, enjoy...
Carson, P, (2000), 'Sporting Heroes', Creative Review, vol. 20, no. 3, pp. 31-33, Mar 2000, 0262-1037
This report follows the launch of a new Adidas campaign focusing on four major sports stars, Anna Kournikova, Jona Lomu, David Beckham and Ato Boldon. The purpose of the campaign was to put out the message that Adidas 'Makes You Better'.
Pringle, H (2004), 'Star Gazing', Creative Review, vol. 24, pt. 8, pp. 58-60, Aug. 2004, 0262-1037
Star Gazing looks at the use of celebrities in advertising and illustrates the fact that campaigns using them are no more successful that one using a created character as of a result of poor script. The study also looks at some of the more successful advertisements including the likes of George Forman's for Saltons Grilling Machine and Wayne Rooney in an advert for Ford.
This journal deals with the relationships between teenagers and consumer products. It analyses the ways that companies aim products towards certain age groups and in what ways teenagers are drawn toward these branded products. It also looks at consumer behaviours and preferences.
Sheilds, R (2009), '"Too violent" Knightley advert banned from TV', Independent on Sunday, pp. 28, 26 Apr 2009, 0958-1723
This Journal/Newspaper article reports on the anti domestic abuse advert entitled "The Cut" starring Keira Knightley, which was banned from television by Clearcast on grounds that it is too violent after receiving complaints. Womens activists, politicians and the group that made the film are outraged by the decision after two people complained.
Tripp, C, (1994), 'The Effects of Multiple Product Endorsements By Celebrities on Consumers' Attitudes and Intentions', Journal of Consumer Research 20 4 535-47, 00935301
In this journal article the author carries out two studies relating to the likeability of celebrities involved in multiple product endorsement. the studies look at how the growing number of multiple endorsements by celebrities and how they can change their credibility and likeability of the product. A series on interviews are undertaken too look at this.
van der Waldt, DLR, (2009), 'Celebrity Endorsments Versus Created Spokespersons in Advertising: A Survey Among Students', South African Journal of Economic and Management Sciences 12 (1): 100-114 Mar 2009,1015-8812
This study looks into the use of celebrities in advertising and the whether they can actually be beneficial as an endorser to a product. Marketers are faced with the problem that there is little to no scientific evidence to prove that these well known faces can cad to the trustworthiness of the product. The study looks at the cost effectiveness of a celebrity endorser and such instances as bad publicity for the celebrity reflecting on the product.
Waller, D, (2009) 'Stars On Board', BRW 10/8/2009, Vol. 31 Issue 40, p44-44, 0727-758X
The author looks here at the role some celebrities take on the board of certain companies and how their involvement can boot the companies image. He also offers his insight and a sceptical view on how much of a role they actually have.
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