With consumer TV slowly going away, so does the advertisement on TV. At least the advertisement as we know it - a short 50 second commercial talking about specific product and service. With current explosion of celebrimania famous people are used more and more as means of advertizing a product.
This trend has been in works for over 20 years. Consumer brands such as Adidas were paying sport stars to wear their outfits since we can remember. First clothing was simply donated to the star for free. Then company started to pay a person. In today's world these sponsorship arrangements span hundreds of pages outlining various terms under which celebrity will get paid. One example being if a tennis star advanced to a final of Grand Slam tournament the pay will double for the year.
Movies have become another popular way for this. Many remember Ray Ban sunglasses from the Terminator movie. How about Rolex watch worn by majority of James Bonds? This advertisement strategy therefore carries a name Targeted Placed Advertisement. In fact there are whole businesses- agencies that work with movie directors through the scripts trying to place products on the screen.
But it has been no so long ago when stars have started to get free clothing and other items in the mail. You most likely learned about Tom Form eyeglasses from Britney Spears or Madonna. Tom Ford is one of the most successful fashion businessmen, hence is this strategy. Some of the items are not even yet available for sale when they appear on celebrities in magazines.
There is a reason why this strategy is so efficient for eyeglasses. It's because paparazzi usually try to capture a face when hunting celebs on the streets. Without a face they won't be able to sell photos to magazines. Celebs all wear sunglasses to protect themselves from paparazzi, so many of the shoots have these eyeglasses on. This ad technique won't work as well for underwear or shoes.
Some companies however did make their products viral due to celeb advertizing. Uggs and Crocs top the list. Since these shoes are so colourful and particular in design, they were very noticeable on paparazzi photos. Lucky thing was that Britney did wear Uggs even in hottest Hollywood weather. Was it lucky or she got paid?
Films are effective to showcase less noticeable details such as underwear, watches, cars. Nothing stops a movie director to slow motion the camera on certain detail making sure your eyes capture the product perfectly. A prime example of this would be GM cars in Transformers movie - millions of dollars in advertisement was paid in that one.
This trend has been in works for over 20 years. Consumer brands such as Adidas were paying sport stars to wear their outfits since we can remember. First clothing was simply donated to the star for free. Then company started to pay a person. In today's world these sponsorship arrangements span hundreds of pages outlining various terms under which celebrity will get paid. One example being if a tennis star advanced to a final of Grand Slam tournament the pay will double for the year.
Movies have become another popular way for this. Many remember Ray Ban sunglasses from the Terminator movie. How about Rolex watch worn by majority of James Bonds? This advertisement strategy therefore carries a name Targeted Placed Advertisement. In fact there are whole businesses- agencies that work with movie directors through the scripts trying to place products on the screen.
But it has been no so long ago when stars have started to get free clothing and other items in the mail. You most likely learned about Tom Form eyeglasses from Britney Spears or Madonna. Tom Ford is one of the most successful fashion businessmen, hence is this strategy. Some of the items are not even yet available for sale when they appear on celebrities in magazines.
There is a reason why this strategy is so efficient for eyeglasses. It's because paparazzi usually try to capture a face when hunting celebs on the streets. Without a face they won't be able to sell photos to magazines. Celebs all wear sunglasses to protect themselves from paparazzi, so many of the shoots have these eyeglasses on. This ad technique won't work as well for underwear or shoes.
Some companies however did make their products viral due to celeb advertizing. Uggs and Crocs top the list. Since these shoes are so colourful and particular in design, they were very noticeable on paparazzi photos. Lucky thing was that Britney did wear Uggs even in hottest Hollywood weather. Was it lucky or she got paid?
Films are effective to showcase less noticeable details such as underwear, watches, cars. Nothing stops a movie director to slow motion the camera on certain detail making sure your eyes capture the product perfectly. A prime example of this would be GM cars in Transformers movie - millions of dollars in advertisement was paid in that one.
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