Advertisements that feature celebrities are the most popular and watched advertisements. These advertisements catch the attention of the viewer because of the popularity of the talented artist. Celebrity’s fame, style and fan-base play an important role in the promotion of the product. Most of the viewers relate themselves directly to the artist and the associated product features with the artist.
Celebrities promote the product through advertisements that appear on television in the form of commercials. Special events and other popular programs that carry their signature name of the celebrity is also one of the forms of branding. Some artists have popular styles and voice that is often the attraction of the advertisement. This advertising method is very expensive method. Often a bond or a contract is signed between the celebrity and the advertiser for the promotion of the product. Some artists have licensed products or a service that is named after them which usually runs with a great success. Almost all popular products are tagged with popular personalities these days. Frequently used products are commonly used for celebrity branding such as clothing or fragrances.
Appearance of celebrity in the advertisements is a global phenomenon, which is very effective in the developing countries such as India and China, where the artist is paid heavily for product branding. With the gaining popularity of social networking and mobile internet, celebrity branding is becoming popular these days.
Since the evolution of advertising from print media to television, popular artists were always highlighted in the advertisements. Their fame and star value narrowed the distance between the customer and the product.
Today, almost 20% of the advertisers signs celebrities to promote their products. Once the celebrity is associated with the product, viewers usually copy the style and personality through the product such as David Beckham, whose style was often copied across the globe.
Celebrity logos and graphical representation of artist’s image is yet another form of advertising; whose popularity and craze is more than enough for any advertiser to attract wider section of crowd.