Do We Care If Stars Endorse A Product?

By Author: Steven Johnson
Total Articles: 494
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There's a most curious phenomenon coming to the fore right now. Wherever you look, there's a smiling face wearing something or driving something or generally being seen in the same shot as a product. It seems the marketers have made a leap of faith. If they pay an A- or B-lister to walk round the streets so the paparazzi can take pictures, we will suddenly all be inspired to look and act the same (without the intrusive photographer, of course). This blends seamlessly into conventional ads, product placement and the so-called brand ambassadors or spokespersons who suddenly pop up on talk shows and infomercials to give a personal testimonial on how wonderful it feels to wear the watch or eat the junk food. Think Michael Jordan and you should think the shoes, drinks and burgers. Think Bob Uecker and his favorite beer. It's supposed that the star-power of the endorser will somehow rub off on the product or service. Do we all want to drive that make of car because we see Michael Schumacher drive it? Thinking about cars, do we remember OJ Simpson endorsed Hertz?

One of the more interesting people recruited into this "business" ...
... is Justin Bieber. He's the wunderkind sensation whose teen voice soars effortlessly as the baby, whose kiss and tell stories bring him down to Earth for the first dance. "Ah," you smile, "that should me me." Well, the common denominator in this business is good looks. He has been blessed with skin that looks like it's just been grown in the vats and stuck on with glue. It's as if time stopped before any of those hormones could even hint at a blemish. So, of course, he's out there fronting the leading benzoyl peroxide product. Have skin like mine when you use this product. So with half the teenage girls going gaga for him, you can expect them to prefer this antibacterial product. They all want their skin to look like his. So here's the real test. How long will it take Bieber to "become" the product so that, everytime you see a picture of him, you think of the product? In less pressured times, it took Michael Jordan several years to establish himself. Will Bieber be yesterday's teen sensation tomorrow with all the female fans forgetting him (and the product) in favor of the new kid on the block? Celebrity in the world of pop is not as long-lasting as for sports stars.

As you may have noticed, there are no celebrities recruited to sell Accutane. It manages to be the best known of the acne treatments on merit. When you are so obviously the best, you don't need a here-today-gone-tomorrow star hyping your product. When your product guarantees to clear up acne, if not during the first session, then definitely during the second, you don't need a talking head (or in Bieber's case, a singing head) to praise it. In this, don't forget Accutane has side effects so use it with care. That said, to remember the brand, just remember it works.