Celebrities lead product choice


by JulietteP - Date: 2007-01-11 - Word Count: 539 Share This!

What is it about famous people that make the rest of us believe that their product choices are better than those made by the rest of us? Why does a celebrity endorsing or using a particular product instantly help to increase the sales of that product? Is it because in many peoples' minds there is the belief that if you use the same product as a celebrity then you will become more like the celebrity you idolise. There can be a number of different reasons for it, but they aren't as relevant as the fact. The phenomenon is acknowledged and even encouraged by producers who use celebrity endorsements to sell their products.

What many people never consider is that they are being sold products by people that are only famous for very dubious reasons. The reason for fame is often forgotten once a person becomes famous and people who idolise that person tend to overlook any of their negative aspects. All famous people are viewed as role models to other people and included in that is that followers will attempt to imitate them in any way possible. The most common way that fans tend to imitate their stars is in dress and general appearance, but it is not limited to those aspects.

The combination is more potent when it's perceived to be fashion since wearing and using the "celebrity approved" products is believed to automatically transfer fashionable status to the wearer or user. If more than one famous person does something in a certain way or owns the same product, then it becomes the IT product of the moment. An example of that is the Ugg boots that were made very popular due to the hordes of models, actresses and other celebrities photographed wearing them. Suddenly every person who wanted to appear fashionable ran out and bought a pair.

This also happens with items like mobile phones and cars, where owning that item will elevate you to the same status as celebrities who own the same item. This happened with the Sidekick 2 by Danger that was used by many celebrities, but became the IT phone when Paris Hilton was photographed using it. This is being predicted to happen again with the iPhone this year since regardless of the level of functionality, it is the most hyped release in the phone department this year. This makes any person who has one and instant fashion leader in their own eyes.

Often celebrities get products given to them for use so that the celebrity will be seen using that product which is a practical endorsement. The strange thing is that most famous people are in a financial position that is far better than those that idolise them and are more likely to be able to afford those products in the first place. People spend so long analysing pictures of celebrities to ensure that they can look exactly like them that they begin to lose their own ssense of what looks good and what works well for them.

Dial-a-Phone has supplied mobile phones on monthly contract to 2.9 million customers, and since it launched in 2000 over 550,000 customers have connected from the website. Further information can be found at the Dialaphone Blog

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