Being a celebrity sheep

When I think of companies such as Iceland, Morrisons and their advertisements that they use to promote their company and offers, I think of the celebrity faces that front their campaigns. For example, when I think of Iceland, Kerry Katona comes to mind and when I think of Morrions, Alan Hansen pops up. It is obvious that many companies believe that using a celebrity can increase their revenue by attracting more customers by using their idols to draw them in. With the state of the British economy worsening, many companies will be trying to get in on this and use the same methods to try and increase their amount of customers.

However, many companies make feeble attempts at this by using washed up celebrities who are known by only a few select people. To me, this is a silly attempt at trying to increase their amount of business and they should spend their time working on an advertising campaign that is actually clever and capable of selling their business in a good light.

Firstly, I would actually like to question whether using celebrities does actually do any good for a company when they are used to front advertising campaigns. In reality, it is clear that in the case of small companies, using celebrities can obviously increase a company’s profile so that they can reach out to more customers. However, which big celebrities would actually work for a small, unheard of company? Furthermore, if a company has a high profile in the first instance, then using a celebrity will have no effect in this department. The only good a celebrity will do is perhaps to get the general public talking about the advertisement. It is from my experience that many people who see celebrities promoting certain products on television, they do not want to go out and buy that product at all. This method simply doesn’t work.

Leading towards the question in hand, no, using celebrities that are only known by a small number of people will not benefit a company, no matter how big or small a company is. Small companies will only be able to attract celebrities with a low profile so there will not be much of an area in the market that they can aim to tap into. If a celebrity is only known by a small group of people, the chances of these people watching the advertisement is low, thus, the chances of them using the company is even lower. Even if a company with a large profile decided to use a celebrity with a low profile, it still won’t benefit them. If using celebrities as fronts for a company barely works then using celebrities barely known certainly will not work.

It always annoys me when companies use celebrities to give their company advertisement a good image. We all know that the celebrities would probably never use half of the products that they are endorsing so the advertisements are extremely unbelievable for starters! Furthermore, it always spells out to me that a company actually does not have total faith in their products effectiveness and ability to sell. If they are using these little ways to get their product out on the market, then they obviously don’t think that the product is actually that good. If I think this way, then maybe more people will do too.

Finally, I really hope that companies that use low profile celebrities will stop and actually take the time to think about their products, and think of ways to improve them. To me, if a product or a service is good enough it will sell. Advertising is always an excellent tool, but I would rather the companies’ think of an eye catching, well structured advertisement that actually has the ability to sell people on things like Mountain Equipment Jackets or a mountain climbing adventure service.