Advertisers use prominent people such as celebrities in their ads to attract consumers. Since living like a celebrity has been the dream of many people, it leads them to try and illustrate this in their everyday lives. Advertisers realize that consumers respond better when they can relate to the person or product in the ad. I have decided to analyze two video ads promoting Ciroc, a Vodka line introduced by Saun P. Diddy Combs. Video one shows Mr. Combs and two wingmen in a flashy red carpet scene. They were draped in big watches and gold chains, baggy pants sagged to the knees, and big jackets. Video two is more elegant and upscale. Mr. Combs and a number of friends are seen celebrating lavishly in suits and ball gowns with wine glasses in hand.
In video one, the setting was a red carpet scene with cameras flashing and a big crowd. Even though the focus was the Ciroc vodka; the tone was far from serious. The promoters: Mr. Combs and wingmen, were laughing and giggling using street slangs. I think the audience intended was for the minorities. The lower class minorities raised in the poorer parts of the city or state would make a better connection. They would understand why the men were dressed in such clothing and they would understand the slangs that are used. This is grounds for easy persuasion. This is a celebrity, his music is good, and this is what he drinks. His clothes look like mine and we speak the same, these are all reasons for the minority consumers to buy into this product. People in the spotlight hold great influence not only on T.V. or in commercials. For example, a well-known Jamaican artist: Vybz Kartel, holds great influence over the West Indian community through his music alone. He sings a song about Clarks (a kind of shoes) and everyone ran out and bought one. This is one in the same as advertising.
At the same time, for advertisers to protect...