Using celebrities to advertise products is an old and widespread advertising method. In its core this approach involves the co-operation between an advertising organization and a widely recognizable individual, who then in turn, using his or her celebrity, influences the image of organization, its brand or product among consumers. This thesis starts by defining the main advantages and dangers that such mediums entail, then continues by examining the possible approaches an endorser can use to appear with the product, and concludes with a variety of theoretical stances on how using such formulas can impact the product or brand. The main question being researched - how Slovenian companies use celebrities in their advertisements - relies on the analysis of all submitted work at the Slovenian Advertising Festival between 2006 and 2018, composing of 1153 different entries. It has been determined that 15 % of entered submissions, most of which are from the service sector, included well known persons recognized from sports.
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