Upload
maria-gardner
View
215
Download
0
Embed Size (px)
Citation preview
Stars & CelebritiesStars & Celebrities
Chapter 16Chapter 16
Star TaxonomyStar Taxonomy
Hero - spectacular eventStar - personal persona,
professional profile (sports, movies)
Celebrity - TV and media hypeQuasar, accidental celebrity -
reality TV
Hero - spectacular eventStar - personal persona,
professional profile (sports, movies)
Celebrity - TV and media hypeQuasar, accidental celebrity -
reality TV
StardomStardom
Phenomenon of production and consumption
Studio systemProduction systemContract system
Phenomenon of production and consumption
Studio systemProduction systemContract system
Most Popular Star:Johnny Depp
Most Popular Star:Johnny Depp
Star SystemStar System
• Star images Film industry
1. Distributors2. Exhibitors
• Stars as capital
• Star images Film industry
1. Distributors2. Exhibitors
• Stars as capital
Star ImagesStar Images
1. Visual, verbal, aural signs2. Star vehicles - films character role situation association own thing
1. Visual, verbal, aural signs2. Star vehicles - films character role situation association own thing
Star TypesStar Types
Special effectsDirectorsVirtual stars
Special effectsDirectorsVirtual stars
Director Star:Cliint EastwoodDirector Star:
Cliint Eastwoodfilmingfilming
CelebrityCelebrity
Commodity traded by the promotions,publicity and media industries that produce interest beyond a person’s public role
Come from sports, politics, arts, religion, business, science, professions, academia, entertainment
Commodity traded by the promotions,publicity and media industries that produce interest beyond a person’s public role
Come from sports, politics, arts, religion, business, science, professions, academia, entertainment
Star CelebrityStar Celebrity
Film-basedPlay rolesMultiple
appearancesDiscourses of
individualism
Film-basedPlay rolesMultiple
appearancesDiscourses of
individualism
TV personalitiesPerform
themselvesExhaustive
meaningsConstruction
thorough familiarity
TV personalitiesPerform
themselvesExhaustive
meaningsConstruction
thorough familiarity
Celebrity TypesCelebrity Types
HeroicAccidentalPublicAscribedAchievedAttributed
HeroicAccidentalPublicAscribedAchievedAttributed
FameFame
From reality showsOrdinary celebrity on InternetCasting eventsName brands created
From reality showsOrdinary celebrity on InternetCasting eventsName brands created
Britney Spears and FameBritney Spears and Fame
Most publicizedin 2008
Most publicizedin 2008
Celebrity IndustriesCelebrity Industries
Entertainment - performance, sportsCommunications - mediaPublicity - PR, advertisingRepresentation - agents, managersAppearance - costumes, makeup, hair
stylingCoaching - music, dance, speechEndorsement - souvenirs, toysLegal and business services
Entertainment - performance, sportsCommunications - mediaPublicity - PR, advertisingRepresentation - agents, managersAppearance - costumes, makeup, hair
stylingCoaching - music, dance, speechEndorsement - souvenirs, toysLegal and business services
Star-Celebrity relationshipStar-Celebrity relationship
1. Relationship typesEmotional affinitySelf-identificationImitationProjection
2. Modeling theory
1. Relationship typesEmotional affinitySelf-identificationImitationProjection
2. Modeling theory
Watchers & GamersWatchers & Gamers
Traditional audiencesSecond order traditional audiencesPostmodern audiencesGame players
Traditional audiencesSecond order traditional audiencesPostmodern audiencesGame players
Audience involvement levels
Audience involvement levels
1. Invisible, watchers2. Seekers3. Collectors4. Fans5. Insiders6. Entourage7. Ensnared
1. Invisible, watchers2. Seekers3. Collectors4. Fans5. Insiders6. Entourage7. Ensnared
Celebrity Branding Strategies
Celebrity Branding Strategies
Pure sellingProduct improvementMarket fulfillment
Pure sellingProduct improvementMarket fulfillment
Managing the brandManaging the brand
Brand asset management phasesPhase 1 - develop a brand visionPhase 2 - determine the brand’s imagePhase 3 - develop an asset management
strategy • unique position• extension• communication• determine worth
Brand asset management phasesPhase 1 - develop a brand visionPhase 2 - determine the brand’s imagePhase 3 - develop an asset management
strategy • unique position• extension• communication• determine worth
Brand asset management cont’d
Brand asset management cont’d
4. Measure the return on brand investment• paid attendance• media coverage• Google hits• fan base, club activity• award nominations,Oscars• special appearances• endorsed product sales• polling research
4. Measure the return on brand investment• paid attendance• media coverage• Google hits• fan base, club activity• award nominations,Oscars• special appearances• endorsed product sales• polling research
Extending the brandExtending the brand
1. Star stories2. Politics3. Dead celebrity management
1. Star stories2. Politics3. Dead celebrity management
Celebrity Endorsement Ads
Celebrity Endorsement Ads
Involvement Informational Transformational
Low expertise likeability
High objectivity similarity
Involvement Informational Transformational
Low expertise likeability
High objectivity similarity
Celebrities lend their names to products
Celebrities lend their names to products
Uma forYSL
Uma forYSL
Endorsement rulesEndorsement rules
Credibility - talent or expertise in a field
Global appeal - known worldwidePersonality - celebrity and brand
matchUniform power - not
overshadowing the brandConstancy - lasting power
Credibility - talent or expertise in a field
Global appeal - known worldwidePersonality - celebrity and brand
matchUniform power - not
overshadowing the brandConstancy - lasting power
Value and causesValue and causes
Valuing celebrities - Q scores, I.thinkCause marketing campaigns -
PETA, disaster relief
Valuing celebrities - Q scores, I.thinkCause marketing campaigns -
PETA, disaster relief
QuestionsQuestions
How can the Internet be maximized to brand a star or celebrity? Which branding principles apply to this strategy?
Are stars better off without the studio system? What did they lose and gain from the demise of studio-based contracts?
How can the Internet be maximized to brand a star or celebrity? Which branding principles apply to this strategy?
Are stars better off without the studio system? What did they lose and gain from the demise of studio-based contracts?