Question

A marketing study found that respondents believed that a dark-haired model would be more effective in selling gold jewelry than a blond-haired celebrity would if the dark-haired celebrity was not perceived to be ethnic. What two ideas of using celebrities as communication sources are most likely to be at work here?

Answer 1

Celebrity communication is a very effective tool to promote and attract huge number of people and to influence them for purchasing the products. When it comes to buying gold ornaments/jewellery, it is important to understand the cultural values and ethoes of the society, within a region or a country. In the given statement about a marketing study, where a dark haired model is more effective than blond haired model. But this might be different subject to the culture and traditional beliefs of people, when the dark haired model not perceived to be ethnic.

For example, in a country like India, companies dealing with the sale of gold and other precious metals, contract with bollywood celebrities, who can display their ethnic style and beauty, especially in a bridal look or traditional wear for connecting with the people and influencing their actions.

The idea of using celebrity as a source of communication most likely to work is:

* They are followed by millions of people and are inspiration to many. Therefore, their influence could be every effective.

* Even when some celebrities are not perceived to be ethnic, they can change the mindset of people by changing their endorsement looks and style themselves as people want them to see.

* Perceptions and attitudes of the people can be changed by considering the societal and cultural values, and communicating the benefits of gold jewellery by connecting with the people and their sentiments.

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