Look at this photo:
The mini was a big provocation…! Simultaneously condemned and loved, the miniskirt exploded into the political landscape and had women (and men) suddenly paying attention to what had been hidden years before, a woman’s legs.
Now look at this spot:
It’s the same kind of provocation, isn’t it? Obviously it’s another place, time and intention. But the same provocation. In addition we can observe that the use of celebrities in advertising has increased in recent years. According to Hamish Pringle, author of the book “Celebrity Sells”, the proportion of UK ads featuring a celebrity stands at one in five, an increase of almost 100 percent over the past 10 years. Research practitioners in Australia have cited a comparable figure for that country, while it is estimated that one in four ads draws on celebrity star power in the United States. Based on these trends, one might conclude that celebrity ads must be more effective than others; otherwise, why would they be so popular? However, the simple addition of a celebrity to an ad does not, in and of itself, increase the odds of success. This is not to say that there are not some real success stories among celebrity campaigns, but simply that percentage-wise, there are as many mediocre ads with celebrities as without. Does it really make sense, then, for advertisers to pursue celebrity strategies when they carry additional costs and risks?
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