Bridge 3:
Presentation:
Process Documentation:
Thesis/Research Question: What are the factors involved in the consumer decision to buy a celebrity-endorsed product? Is it entirely the celebrity endorsement, or would the product itself sell without the endorsement?
Project Statement: Celebrity endorsements appear to be a very prominent advertising tool in today’s marketing strategy. They help in making the product stand out by affecting the consumer’s pre purchase attitude. Their attitude towards the purchase is influenced by the celebrity endorsement factors; brand recognition and product evaluation. For the advertising group to choose the celebrities; the credibility, attractiveness and matchup are the main principles that are considered. Therefore, it is sought to determine the influence of celebrity endorsement on the consumer behavior. The star appeal however needs to be carefully blended intelligently and strategically to receive the benefits and make the brands strike.
while the use of celebrity endorsers does not necessarily influence consumer brand loyalty celebrity, “endorsements are a powerful and useful tool that magnifies the effect of a campaign.” When a celebrity signs an endorsement deal with a product, an element of legitimacy is suddenly present in the company, simply because of the power of the name backing it up.
Based on what have been previously stated, I have decided to create a pamphlet that would portray the different elements that would effect a consumer’s purchase decision. The colors chosen were deprived from the original advertisement found in SOHO. I have also decided to put their celebrity face Rhianna on the cover page which was another way of celebrity endorsement used to advert my pamphlet to the audience.
Inspiration:
This project is a continuation of my bridge 3 project, as I have evolved on it and created a more precise thesis question based on feedback. The inspiration for this project was the PUMA hoops Advertisement I found and decided to re-create in the pervious project. One of my re-created designs, included advertising using celebrity endorsement and that was where my idea originally came from after a lot of research.
Elements in project:
The back ground of my pamphlet color was the most difficult part for me to choose. I had to choose a color that wouldn’t be too vibrant and one that is subtle for the audience to view since it will be a background color. The colors chosen were deprived from the original advertisement found around the SOHO area in Manhattan. I had to add text with different fonts and see which one would work out best on the backgrounds.Since the background was colorful, I decided to keep Rihanna’s picture in black and white to prevent distraction from keeping the cover of the pamphlet too busy for the eye. As well as choosing her for the cover page since she was the celebrity face of the PUMA brand which was being discussed throughout the whole of this project journey.
Medium:
As I was brainstorming I came up with three different ideas to choose from and how I would like to portray my final project. My first idea was to create different posters and a series of pictures that would express my thesis. My second idea was to create an installation with wires of different objects that would relate to my thesis as well. Finally, my last idea was the idea of the pamphlet and the one I believe that best fit in with my project idea and expressing the thesis question as this was the one I ended up creating for my final project.
