[Sarkari-Naukri] Harish Sati, Celebrity Endorsements: Right or Wrong

Celebrity Endorsements: Right or Wrong?

While roping in a celebrity may or may not work out for a company there are no two ways about the charisma of these individuals and their ability to get hold of the audience's attention.  A well-formulated strategy could catapult the fortunes of a company or, in another scenario, it could well prove to be a costly mistake.  However, now that doubts are being raised and studies proving the harmful effects of certain products, the big question arising here is that whether celebrities should be endorsing products and services at all?

Miss A In my opinion there is nothing wrong about celebrity endorsements.  It is simply a marketing strategy to increase sales that cannot be denied to any company.  There are no regulations against this and it can hardly be perceived as a dangerous activity.  People are free to make use of endorsements and it is a very easy way for the stars to make more money.  And that's not all, featuring in an advertisement today is not just about money.  It is a barometer of one's popularity and fame.  A good example in this would be that of Bill Gates who went on to endorse a brand of golf clubs in the nineties.  Now what possibly could the world's richest man desire out of endorsing a certain product.  It could only mean that he has liked the quality and performance given by that particular brand.  Not allowing endorsements by stars is such an undemocratic thing to do and it sure is unlikely to go down well with anybody.  Going by the logic that it can start a wrong trend, there is so much of wrong/unhealthy/inappropriate stuff already going on, why single out this one issue.

Mr B Well, I would like to believe that each and every individual is larger than the single role played by him/her in the capacity of a celebrity.  Therefore, the responsibility as a concerned citizen should be greater.  This calls for a more active role and a greater level of awareness too.  It has been outlined that the persona of a star carries tremendous power and can be harnessed to send out a message with above average effectiveness.  There is nothing wrong with celebrities endorsing products and services per se. What really calls attention is the fact that manufactures / providers of sundry products and services may not be true to their word and could possibly be indulging in some malpractices or providing a substandard product.  Not only can this sully the image of the celebrity in question, it is akin the duping the consumers too. 

Miss C To endorse or not would be an extremely discomforting position.  Endorsements work well when the star is able to infuse confidence into it.  And that can come only after using a certain product or subscribing to a certain service.  Ethically, endorsements done simply for the sake of money are as condemnable as dishonesty itself.  One is at great fault, when the attempt is simply to pass off something to the consumer without ascertaining whether it is right or not.  It took the government such a long time to put a stop on the advertisements selling gutkhas and liquor.  And this after knowing fully well what havoc these things can wreck upon users.  Nonetheless, surrogate advertising continues and brand recall is still maintained for consumers.  Celebrities continue to feature in pan masala ads too.  The right approach would be to figure out whether a product has positive value for the public or is rather a bane.  There should be no problem with endorsements by celebrities; it is the products and services that should be scanned well enough with regard to their contribution to quality of public life.  If products have the potential of being nuisance, celebrities should keep away from them.

Mr D The marketing and advertising people in India are well aware of the people's obsession with cricket and movies.  The stars of the two are the real heroes of the Indian public.  However, one must not forget the current trend.  What is going on these days is a short-term romance of the people with few celebrities whose time has come.  These are individuals who have caught fancy of the nation temporarily.  When they hit the crest, one can see them endorsing everything—from toothpaste to engine oils to food products.  What is more, they can clearly portray the whys and wherefores of these endorsements.  Since the stars are likely to have an extremely short shelf life, the idea is to make as much money while the sun shines.  If a star exploits his/her charisma, indiscriminately, it can cause much damage.  It is an act devoid of thoughtfulness and concern for welfare of people.  If endorsements are done without liking into the finer details of the products or services, the people will only feel cheated.  I think one should lend one's name but only after checking the details carefully.  And if the case is as with the stars of the moments, then the consumer should be extra careful too.  

Miss A I think it is absolutely all right for stars to endorse products and services.  The people are well aware and cannot be fooled easily into buying something.  Just because Shahrukh Khan is someone's favourite actor does not mean that he or she is going to buy the oil or shampoo, soap, fridge, TV etc. he endorses. These decisions are based on a host of other factors besides the stars' recommendations. The person has to take care of issues like how much money he can spare for that particular item, his requirement, the choice of other people in his family and the storage or space available in the house. In case of soft drinks the factor that makes them popular is not the star appeal but the taste.  People like the taste of the aerated drinks, their ability to soothe quickly during the hot summer months and, lastly, because of their easy availability across the length and breadth of the country. If, in truth, endorsements could whip up that kind of magic, people would end up buying almost everything because there are so many celebrities endorsing all kinds of products. There are many people who have expressed futility of remarks against celebrity endorsements. After all it is an art—how to use a celebrity power during a few seconds that the commercial lasts. Most people are simply overawed by the stars' presence and do not even remember what the product was unless the connection has been established properly.

Mr B Well, everyone seems to be focusing everywhere but on the segment of audience which is growing the fastest—children. I think that film stars have the greatest fan following among children. And it is this category that takes its idols seriously. Therefore, when an actor or an actress endorses soft drinks that are harmful and seriously can cause depletion of elements like calcium, it is indeed a deplorable matter. Detractors may argue that next in line would be fast food like French fries, pizzas, etc… but one has to start somewhere. Children are affected greatly by such persuasion. They may not be participating in taking major decisions at home, like buying of durables, but they can certainly cajole their parents into buying food stuff of their choice. Soft drinks, sugary juices, junk food laden with high fat content haven't really got much going against them, at least as of now. Since they are at a greater risk due to such persuasive selling, a line needs to be drawn here. Also, what needs to be noted is that if stars refuse to endorse products with a dubious value for public welfare then it is going to act in their favour only. Their positive image is likely to register up scaling, as socially responsible and mature individuals who are not driven simply by monetary concerns. The goodwill generated by this effort would be far greater than the crores made by them through endorsements.

Miss C This angle does make it an issue worth considering since the ramifications for children are only too clear. However, due to the heightened passions in the argument, it must not be forgotten that the children do not and cannot act on their own. Parents must assume a more firm and responsible role when it comes to such matters. They know better what to choose when it is child's health versus momentary happiness.  And it is not as if healthy options are not available. It is the older members of the family who have to teach the children discerning right from wrong and how they would tend to gain in the longer run. Even by this logic one cannot actually stop the celebrities from endorsing the products. In fact, sometimes this itself may work as a deterrent. Stars may be liked by some and disliked by others. In case the latter are
greater in number, they might cause the popularity as well as sales of a certain commodity to plummet down. The reason why companies rope in mega-stars and pay them incredible sums is because markets are flooded with numerous similar products. Endorsements add an
element of superiority, credibility and exclusivity to them.

Mr D Notwithstanding the several arguments, the truth remains that it is every advertiser's dream to have the rising sun vouches for his or her offering to the markets. There is hardly any doubt about celebrities saying no to endorsements. There's money in it, there is fame and there is the reach into every home. It may be true that people do not buy an item because their favourite star/idol says so. The companies still use their power for their presence. These people are certainly the show-stoppers and have it in them to get public to stop awhile and pay attention.
In today's times, with minuscule attention spans, and multiple media hankering for that look, a mega-star's voice or glamorous look is sure to get the attention.


--
with warm regards


Harish Sati
Fortune Institute of International Business
Plot no. 5, Vasant Gaon, Rao Tula Ram Marg
Opp. R.R. Army Hospitial, New Delhi- 110057
Mobile No:- 09990646343
E-mail:- Harish.sati@gmail.com

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