275 resultados para Celebrity endorsement


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This article examines two women who signified the 'ideal' feminine for Australians and represented the Australian nation on the global stage: Beryl Mills, the first Miss Australia, crowned in 1926, and Tania Verstak, Miss Australia 1961. Both women gained celebrity through their role as Miss Australia, but Tania Verstak is of particular significance as the first 'new Australian' woman to win the coveted title. The strategy of viewing the two women as embodying the Australian nation reveals some of the dramatic social shifts that occurred in the Australian consciousness over the thirty-five years that separated the two title-holders; furthermore, it demonstrates how those shifts reshaped Australia's national identity and its feminine imagery.

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The visual technique of fashion photography is examined which taught Australian women to look modern. Especially fashion photography intervenes ambivalently into the story of Australian modernism and modernity. During 1920s and 1930s within the fashion press there were synergies and differences between commercial fashion photography, celebrity and cinematic portraiture, and social set endorsement. However, modernism was widely acknowledged in Australia during the 1920s through women's spaces, their fashions and culture of department stores.

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This study analysed news media content to examine the role played by celebrity drug use in young people's perceptions of drug use. We know that young people have access to discourses of drug use through music and other media which may emphasise short term gains (of pleasure or sexual success) over longer term health and social problems. This study goes beyond a simple modelling approach by using Media Framing Analysis (MFA) to take an in-depth look at the messages themselves and how they are 'framed'. New stories about Amy Winehouse's drug use were used and we conducted focus groups with young people asking them questions about drugs, celebrity and the media. Frames identified include: 'troubled genius', 'losing patience' and 'glamorization or gritty realism'. Initially, the press championed Winehouse's musical talent but soon began to tire of her recklessness; the participants tended to be unimpressed with Winehouse's drug use, characterising her as a promising artist who had 'gone off the rails'. Young people were far more critical of Winehouse than might be expected, demonstrating that concerns about the influence of celebrity drug use and its impact on future health risk behaviour among young people may have been over-simplified and exaggerated. This study illustrates the need to understand young people and their frames of reference within popular culture when designing drug awareness information relevant to them. Furthermore, it indicates that critical media skills analysis may contribute to health risk education programmes related to drug use.

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Animal celebrity is a human creation informing us about our socially constructed natural world. It is relational, expressive of cultural proclivities, political power plays and the quotidian everyday, as well as serious philosophical reflections on the meaning of being human. This article attempts to outline some key contours in the genealogy of animal celebrity, showing how popular culture, including fairground attractions, public relations, Hollywood movies, documentary films, zoo attractions, commercial sport and mediatised moral panics - particularly those accompanying scientific developments such as cloning - help to order, categorise and license aspects of human understanding and feelings. The nature of [animal] charisma and celebrity are explored with assistance from Jumbo the Elephant, Guy the Gorilla, Paul the clairvoyant octopus, Uggie the film star, Nénette the orang-utan and Dolly the sheep. It argues that the issue of what it is to be human lies beneath the celebritised surface or, as Donna Haraway noted, the issue 'of having to face oneself'. © 2013 Taylor & Francis.

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The use of famous and/or attractive models in brand marketing is ubiquitous yet little work, if any, has been carried out examining differences in their efficiency in driving subsequent consumer behaviour. Such brand platforms have an emotional selling proposition (ESP) that refers to the unique personality and image attributes that a particular endorsement generates. However, celebrity endorsers are also more than likely to be considered attractive and thus differences in the ESP (if any) would be very small. Such differences in an emotional response could be measured by a participant's electrodermal activity (EDA). This is a psychophysiological response, measurement of which is sensitive enough to detect differences engendered by a particular brand platform's ESP. In the present study, EDA measurements were recorded from participants who were shown advertisements containing a target product within four different types of endorsement platforms depicting models who were either famous/non-famous or attractive/average looking. The results showed that average looking celebrity endorsers produced a greater EDA response than any of the other conditions including the attractive looking celebrity endorsers. Furthermore, this effect was only revealed from recordings taken from the left hand side of the participants. Given that the right side of the brain would orchestrate any EDA responses recorded from the subjects' left side, the current results suggest a dedicated neural response for celebrity endorsed brand platforms. Future work examining the relationship between the specific EDA signature and consumer preferences is discussed.

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The rise of celebrity culture is a theme that has attracted a significant amount of attention within both mainstream sociology and cultural studies in more recent times. Ensuing debate has identified contemporary sports figures as an important facet of the celebrity‐media nexus and as possible signifiers of cultural change. In this paper we take one particular sports celebrity, South African soccer star Mark Fish, and evaluate his image in relation to debates surrounding sport, politics and the post‐apartheid state. We argue that because Fish appears to enjoy all the benefits of celebrity status (within his home country at least), an analysis of his career and identity provide a useful means by which to think about the changing political and nationalistic values within South African society.

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Our case study of charismatic celebrity comedian Russell Brand’s turn to political activism uses Bourdieu’s field theory to understand the process of celebrity migration across social fields. We investigate how Brand’s capital as a celebrity performer, storyteller and self-publicist translated from comedy to politics. To judge how this worked in practice, we analysed the comedic strategies used in his stand-up show Messiah Complex and undertook a conversational analysis of his notorious interview with Jeremy Paxman on the British Broadcasting Corporation (BBC)’s flagship current affairs programme Newsnight. We argue that Brand was able to secure political legitimacy by creatively constituting himself as an authentic anti-austerity spokesperson for the disenfranchised left in United Kingdom. In order to do so, he repurposed his celebrity capital to political ends and successfully deployed the cultural and social capitals he had developed as a celebrity comedian to secure widespread engagement with his media performances.

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Celebrity participation in humanitarianism and politics has received a lot of attention in recent times. Though many researchers have sought to explain the reasons underlying this phenomenon, there appears to be little information as to the efficacy of these celebrity efforts. The present research thus undertakes an analysis of the celebrity's participation through a study on the effectiveness of the celebrity-led campaign. To achieve this, I conduct a discourse and visual analysis of media publications surrounding two celebrity-led campaigns. The research leans heavy on theories underlining the celebrity mechanism and Street et al's framework on celebrity participation in politics. The study confirms Street et al's argument that performance, legitimacy and organization are central to the success of the celebrity-led campaign. For campaigns aimed at initiating policy change, I propose an additional category of stakeholders' response which provides a means of evaluating efficacy. My findings show that organization, legitimization, stakeholders' response and performance are highly dependent on the actions of the lead celebrity, making these celebrities active agents in the production of discourse on the "third world". As celebrities engage in humanitarian work, they take up positions as representatives of the aid recipient. The result is the dispossession and silencing of the aid recipient. Out of my discussion of these practices evolves the concept of the celebrity burden.

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La ricerca si pone l’obiettivo di comprendere in che modo sia strutturato lo stardom italiano della Generazione Z e quale ruolo svolgano i media nei processi di celebrification delle figure attoriali in esame, nonché l'impatto che queste hanno sulla società stessa. Si intende fornire una maggiore comprensione dei meccanismi alla base del funzionamento dello star system in un contesto storico, culturale e generazionale specifico. Inoltre, il confronto tra il panorama italiano e il landscape internazionale contribuisce a una maggiore comprensione dell’evoluzione e della trasformazione del concetto di celebrità nel contesto globale, oltre che delle modalità attraverso le quali la dimensione italiana si inserisce in questa evoluzione.

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Physical Activity produces health! When admitting the precocious veracity that the affirmation introduces, we reconstruct it in ideological dimension to put again the intentions of the physical activity on the scope of the health. To support this displacement, we search endorsement in the concept of Great Health forged in the philosophy of Nietzsche and of this concept we launch considerations about body practices to argue the care from physiological imperatives, worried about the vital necessities of the body. These possibilities only appear when it gave power to the meeting of the subject with himself and with the other - as operated in the body practices context. It is the quality of this meeting that allows trying the Great Health.