Attitudes towards attractive and credible celebrities in advertisements : a survey amongst students

Show simple item record Van der Waldt, De la Rey De Beer, N. Du Plessis, Neeltje 2008-05-26T12:06:07Z 2008-05-26T12:06:07Z 2007-07
dc.description.abstract 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 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. en
dc.format.extent 11637 bytes
dc.format.mimetype application/pdf
dc.identifier.citation Van der Waldt, DLR, De Beer, N & Du Plessis, N 2007, 'Attitudes towards attractive and credible celebrities in advertisements: a survey amongst students', Communicare : Journal for Communication Sciences in Southern Africa/Tydskrif vir Kommunikasiewetenskappe in Suider-Afrika, vol. 26, no. 1, pp. 44-58. [] en
dc.identifier.issn 0259-0069
dc.language.iso en en
dc.publisher Southern African Communication Association en
dc.rights Southern African Communication Association en
dc.subject Advertising en
dc.subject Celebrity endorsements en
dc.subject Attitudes of consumers en
dc.subject Attractive celebrities en
dc.subject Credible celebrities en
dc.subject.lcsh Celebrities en
dc.subject.lcsh Endorsements in advertising en
dc.subject.lcsh Advertising -- Psychological aspects en
dc.subject.lcsh Consumers -- Attitudes en
dc.title Attitudes towards attractive and credible celebrities in advertisements : a survey amongst students en
dc.type Article en

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