The popularity and success of celebrities are repeatedly used to sell products and promote services. The creators of messages attempt to achieve a single goal: to give more popularity to the product advertised.
We see them every day and at all hours. In the television screens, the pages of magazines and newspapers, airwaves and billboards. Famous faces and voices talk to us. The millionaire and tempting offers lead the world’s best known characters to greet the audience from the advertising showcase, giving advice about the excellent qualities of diverse product s.
Soccer player Leo Messi is the icon of a leading brand of shoes and Cristiano Ronaldo (pictured) is the new face of a financial institution. Also a world leader in beauty products has signed contracts to exhibit in advertising campaigns the faces of Penelope Cruz, the Canadian Linda Evangelista, of American Jane Fonda, Andie MacDowell, who was born in Gaffney, a village in South Carolina, of the French model and actress Laetitia Casta, of the Irish Pierce Brosnan, and of American Matthew Fox. In a similar way, the famous fashion designer Tommy Hilfiger is the icon of a department store advertising. And the driver, seven-time Formula 1 champion Michael Schumacher, is the image of an alcoholic beverage manufacturer, and probably advise not to mix alcohol and driving.
Also opera diva Montserrat Caballé has sponsored the “Mission Metropolis”, an initiative of the Pontifical Council for Promoting the New Evangelization. Barcelona, Brussels, Budapest, Dublin, Frankfurt, Lisbon, Liverpool, Paris, Turin, Warsaw, Vienna and Zagreb host the “Mission Metropolis”, a pioneering project that aims to train Catholics to evangelize and thus face the challenge of advanced dechristianization in Europe. This year there are 72 participating cities, recently told the Vatican newspaper “L’Osservatore Romano”
If the private behavior of a popular person is wrong, ethics and morality are called into question, and possibly the image of that person will be damaged. Therefore, it is likely that also the image of the product will be so.
All advertising decisions that are not geared to respect people and the truthfulness of the message are a failure in the long run. Make continuous use of celebrities in advertising is not the most desirable. We should not forget that advertising sells goods and services, not figures or famous faces.
Clemente Ferrer
President of the European Institute of Marketing
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