Multilingual Business Communication

April 6, 2009

Brand it like Beckham

Filed under: Febe Corthals, marketing communication — meertaligebedrijfscommunicatie @ 3:36 pm

david-beckham-armani1Today, many brands hire famous people to promote new products. Actor George Clooney was asked for Nespresso commercials and actress Gwyneth Paltrow worked for Estée Lauder. In 2006, Beckham was asked by Armani to star in their new campaign. Now his wife Victoria is promoting the new Armani underwear too. In total, the couple cashed in 28 million euro for the Armani campaign.

After reading the outcome of a new research on advertisements, I doubt whether it’s necessary to spend all those millions to get celebrities to link their names to products and brands.  The research, conducted by the University of Bath and St. Gallen (Switzerland), proves ads starring celebrities less effective than the ones featuring ordinary people. Researchers questioned students on this matter and the main reason for people to buy brands is keeping up with the Joneses. Students want to be sure their product is considered fashionably and trendy by the people who resemble them, rather than approved by celebrities such as Brad Pitt, Scarlett Johansson or David Beckham. So maybe celebrities’ fees for promoting brands is one thing to cut back on in this period of economic crisis.

(Febe Corthals)



1 Comment »

  1. I do understand your doubt about the effectiveness of using celebrities in advertisements, especially when reading the outcome of the Bath and St. Gallen research. It makes me also wonder if there is enough return-on-investment..

    But I do want to add that there can also be a very positive side on using stars in advertisements. A study of Walker proved that this kind of advertisement can be effective if advertisers consider how well their star is known, how favourably they are regarded, and what image they project among the target audience. Next that that, the ad and the celebrity must be focused on the brand or product. According Walker, it is not enough that there is just an image of the celebrity, there must be a clear link with the product, or the customer will forget what the advertisement is all about.

    If the advertisers do succeed in finding the right star for the right product, their advertisement can be very succesful. But the message for the advertisers is clear: do some research before you choose a celebrity, it is very important to choose the right one!

    (Anja Peleman)

    Comment by meertaligebedrijfscommunicatie — April 8, 2009 @ 1:26 pm

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