Attitudes towards attractive and credible celebrities in advertisements
The saying, beauty is in the eye of the beholder, is relevant in the use of attractive and credible celebrities in advertisements. A celebrity endorser is seen as a model who enjoys recognition from the public and who can be seen as an ubiquitous feature of marketing today. The use of celebrity end...
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| Format: | Article |
| Language: | English |
| Published: |
University of Johannesburg
2022-10-01
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| Series: | Communicare |
| Subjects: | |
| Online Access: | https://journals.uj.ac.za/index.php/jcsa/article/view/1714 |
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| _version_ | 1832593806616166400 |
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| author | De la Rey van der Waldt N de Beer N de Beer N du Plessis N du Plessis |
| author_facet | De la Rey van der Waldt N de Beer N de Beer N du Plessis N du Plessis |
| author_sort | De la Rey van der Waldt |
| collection | DOAJ |
| description |
The saying, beauty is in the eye of the beholder, is relevant in the use of attractive and credible
celebrities in advertisements. A celebrity endorser is seen as a model who enjoys recognition from
the public and who can be seen as an ubiquitous feature of marketing today. The use of celebrity
endorsers is a fairly common practice in many organisations in supporting their corporate or
brand image.
This article focuses on both the attractiveness and also the credibility of celebrities in advertisements.
It is anticipated that attractive celebrities and credible celebrities could influence attitudes positively,
and that this will eventually lead to the purchasing of the advertised products and services.
O’Mahony and Meenaghan’s (1997/1998) Perceptions of Celebrity Endorsements Scale was used
to measure the overall attitudes of students on celebrity endorsements. Separate sets of items
were developed to measure attractive and credible celebrities separately. The internal consistency
reliability of these measurement scales reflected high scores (α > 0.70) on all items.
In general, the respondents positively perceived celebrity endorsements. However, the overall
rating of respondents in respect of an attractive celebrity in an advertisement was decidedly more
unfavourable. Results also showed attitudes towards credible celebrity endorsements to be neither
positive nor negative
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| format | Article |
| id | doaj-art-e59efb76968c48e99b6b68e3919d32b0 |
| institution | Kabale University |
| issn | 0259-0069 2957-7950 |
| language | English |
| publishDate | 2022-10-01 |
| publisher | University of Johannesburg |
| record_format | Article |
| series | Communicare |
| spelling | doaj-art-e59efb76968c48e99b6b68e3919d32b02025-01-20T08:52:55ZengUniversity of JohannesburgCommunicare0259-00692957-79502022-10-0126110.36615/jcsa.v26i1.1714Attitudes towards attractive and credible celebrities in advertisementsDe la Rey van der Waldt0https://orcid.org/0000-0001-7607-6296N de Beer N de Beer1N du Plessis N du Plessis2University of PretoriaUniversity of PretoriaUniversity of Pretoria The saying, beauty is in the eye of the beholder, is relevant in the use of attractive and credible celebrities in advertisements. A celebrity endorser is seen as a model who enjoys recognition from the public and who can be seen as an ubiquitous feature of marketing today. The use of celebrity endorsers is a fairly common practice in many organisations in supporting their corporate or brand image. This article focuses on both the attractiveness and also the credibility of celebrities in advertisements. It is anticipated that attractive celebrities and credible celebrities could influence attitudes positively, and that this will eventually lead to the purchasing of the advertised products and services. O’Mahony and Meenaghan’s (1997/1998) Perceptions of Celebrity Endorsements Scale was used to measure the overall attitudes of students on celebrity endorsements. Separate sets of items were developed to measure attractive and credible celebrities separately. The internal consistency reliability of these measurement scales reflected high scores (α > 0.70) on all items. In general, the respondents positively perceived celebrity endorsements. However, the overall rating of respondents in respect of an attractive celebrity in an advertisement was decidedly more unfavourable. Results also showed attitudes towards credible celebrity endorsements to be neither positive nor negative https://journals.uj.ac.za/index.php/jcsa/article/view/1714celebrities in advertisementscelebrity endorseattractivenesscredibilityinfluence attitudes positively |
| spellingShingle | De la Rey van der Waldt N de Beer N de Beer N du Plessis N du Plessis Attitudes towards attractive and credible celebrities in advertisements Communicare celebrities in advertisements celebrity endorse attractiveness credibility influence attitudes positively |
| title | Attitudes towards attractive and credible celebrities in advertisements |
| title_full | Attitudes towards attractive and credible celebrities in advertisements |
| title_fullStr | Attitudes towards attractive and credible celebrities in advertisements |
| title_full_unstemmed | Attitudes towards attractive and credible celebrities in advertisements |
| title_short | Attitudes towards attractive and credible celebrities in advertisements |
| title_sort | attitudes towards attractive and credible celebrities in advertisements |
| topic | celebrities in advertisements celebrity endorse attractiveness credibility influence attitudes positively |
| url | https://journals.uj.ac.za/index.php/jcsa/article/view/1714 |
| work_keys_str_mv | AT delareyvanderwaldt attitudestowardsattractiveandcrediblecelebritiesinadvertisements AT ndebeerndebeer attitudestowardsattractiveandcrediblecelebritiesinadvertisements AT nduplessisnduplessis attitudestowardsattractiveandcrediblecelebritiesinadvertisements |