Do celebrity endorsements really persuade consumer buys?
Tiger Woods and Nike, Michael Jordan and Hanes, Queen Latifah and Cover Girl, what do they all have in common? Companies like Nike, Hanes, and Cover Girl use stars to sell their product, which can be called celebrity endorsements. These advertisements can be seen on television, in magazines, heard on the radio, even seen on billboards. Do professionals believe that celebrity endorsements hold a strong ground in selling a product? Can consumers really be persuaded by the charm and looks of the celebrities? These are some questions that can arise with advertisers and using celebrities to promote their products. Celebrity Endorsements, or Testimonials, are defined by the FTC as an advertising message that consumers are likely to believe reflects the opinions, beliefs, findings, or experience of a party other than the sponsoring advertiser. This is according to Don R. Pember and Clay Calvert authors of Mass Media Law book used in Media Law course. Professional opinions vary when it comes t
