Advertising is a form of communication that attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service. Advertisements are designed to increased consumption of those products & services through reinforcement of "brand image" or "brand loyalty". For these purposes, persuasive message with factual information is expressed in ads. Every major medium is used to deliver these messages, including television, radio, cinema, magazines, newspapers, video games, the Internet and hoardings.
Advertising is often placed by an advertising agency on behalf of a company. A company achieves some goals by using a brand ambassador. Generally, celebrities are hired as brand ambassadors. It works out in building brand loyalty, as the consumer may have interest on that particular celebrity. So when he/she would see that celebrity on an advertisement, then that person could get motivated to use that product/service, as his/her favorite person is involved in there. Celebrities have always captured the imagination of the public. In today’s consumer age, their influence on our behavior can be seen worldwide. Harnessing this power can reap huge rewards for business
Courtesy, Sunil Gavaskar(who was the first to score 10K Test runs & more number of tons) and Kapil Dev (who led India to a world cup win), cricket became a popular sports in India. Treating cricketers as celebrities started only after these two gentlemen. Earlier there were few cricketers who were treated as celebrities.
When ad-agencies decided to exploit the celebrity angle in their ads, film-stars were their prime choice. Only in the recent past, celebrities from other fields were cast. Till ten years ago, cricketers were hardly seen as brand ambassadors! It were the shrewd administrators of Indian Cricket, who exploited the business potential of this sport. After the administrators were denied a free pass in the 1983 World Cup Final, they worked onto bring the world cup to India. Reliance supported them.
I am at loss to understand why we oppose cricketers don the role of ambassadors. We do not get tired seeing Shahrukh or Amitabh repeatedly in all advertisements but voice a protest when we see cricketers! Success & failures are a part of the game and we blame them for acting in commercials whenever they fail. Unlike their cine-counterparts, the career span of cricketers are less and there is nothing wrong in accepting an opportunity to earn. If they do not perform well, they will not get the opportunity to be the wooing celebrity. As to earn more, they have to perform well.
Nowadays, cricketers are paid a hefty sum for every match they play. It is nothing but jealousy; we protest them from acting in commercials. After all, sellers would like to bet on the one who could sell their products. Performance has nothing to do with this. I do agree that there are commercials that are successful with PUGS in lieu of celebrities. When the confident on the product is less, celebrities certainly help.
The only disadvantage is, these players learn to act fast and they pretend they play for the country but end up fixing these matches and make a fool of us who are craze about the game!
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thanks avinashjee,
precisely, this is what happening with Dhoni also!
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Most people are guided by their emotions. If that were not so, lakhs of girls across the country would not have gone so crazy as to want to marry Rajesh Khanna in his heydays. This emotional foolishness is what is exploited in celebrity affirmations.
Regards
Avinash
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thank you AMB3006
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gud one loved the contents in Para 5, wish our audiences could become more sporting and accept defeat-victory alike
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Performance has nothing to do with their endorsing brands. After all they were chosen to be brand ambassadors only based on their performance and / or their charisma among the public. In a way they are inter-related.
Of course, there are players like Dravid who is a better player but still he lacks the charisma of Dhoni or Sachin or even Yuvaraj!
thank you for the comment
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caravanbpl,
rightly said!
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PF,
I too approve of the same. nothing wrong with cricketers endorsing brands.
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Some time ago, our cricket was in a really bad state and when most of the cricketers were seen in different ads, it was really irritating. We used to think,if they paid more attention to their game, they would play better.
Some ads, they have absolutely no meaning. And all those fair and lovely ads, they are so stupid. I wish someone would sue those companies!!!!
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so PUG ghungroo bandh Vodaphone/Hutch naachey re.. but sachin gets sacriced at the altar of youngistaan..
?)
so there is many a trip over TRPs?
incidentally after Kahani Humarey Mahabharat Ki we have a newly christened brood of Maha-prayojaks.. (read with oodles of cash..)
summing up:
celebrity endorsers also have feet of clay (performance anxiety takes on a new hue
~CB
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Gopal,
I believe in the maxim Make hay while the sun shines...
..nothing wrong with cricketers doing them ads...mucho better than seeing Big B speaking like some idiotic Bituwa in umpteen ads that sorely lack imagination!
On the flipside...so many good models are outta job...
PF
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