COMM121: Introduction to Mass Communications

Welcome to the Spring 2009 edition of Intro to Mass Communications.  Here is a link to your course wiki page.  Remember that you need to log in to post to either the wiki or the blog!

Friday, March 13, 2009

got cool?


Chapter 7 talked a lot on the marketing of coolness. This got me to thinking of all the ways companies try to entice us as consumers to buy their items. Particularly in the youth generation, it seems to me that one of the biggest ad themes is marketing through celebrities and other popular and well known faces. For example, all of the milk ads ("got milk?") that I've seen have directly used celebrities with milk mustaches. They also use a wide variety of celebrities ranging from Batman to Miley Cyrus to KISS in order to appeal to a greater amount of viewers. When we see our favorite celebrities in any ad we automatically make a connection with it. Therefore we are attracted to the item and may be more inclined to purchase that item. This is because we typically aspire to be more like those we look up to. So by buying the products the celebrity is endorsing, it gives us the impression that we, too, will have the wow factor that the celebrity does.

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