Stars and CelebritiesStars and Celebrities

Chapter 15Chapter 15

Star TaxonomyStar Taxonomy

Hero - spectacular eventStar - personal persona,

professional profile (sports, movies)

Celebrity - TV and media hypeQuasar, accidental celebrity -

reality TV

Hero - spectacular eventStar - personal persona,

professional profile (sports, movies)

Celebrity - TV and media hypeQuasar, accidental celebrity -

reality TV

StardomStardom

Phenomenon of production and consumption

Studio systemProduction systemContract system

Phenomenon of production and consumption

Studio systemProduction systemContract system

Most Popular Star:Johnny Depp

Most Popular Star:Johnny Depp

Star SystemStar System

• Star images Film industry1. Distributors2. Exhibitors

• Stars as capital

• Star images Film industry1. Distributors2. Exhibitors

• Stars as capital

Star ImagesStar Images

1. Visual, verbal, aural signs2. Star vehicles - films Character role Situation association Own thing

1. Visual, verbal, aural signs2. Star vehicles - films Character role Situation association Own thing

Star TypesStar Types

Special effectsDirectorsVirtual stars

Special effectsDirectorsVirtual stars

Director Star:Woody AllenDirector Star:Woody Allen

CelebrityCelebrity

Commodity traded by the promotions, publicity, and media industries that produce interest beyond a person’s public role

Come from sports, politics, arts, religion, business, science, professions, academia, entertainment

Commodity traded by the promotions, publicity, and media industries that produce interest beyond a person’s public role

Come from sports, politics, arts, religion, business, science, professions, academia, entertainment

Star CelebrityStar Celebrity

Film-basedPlay rolesMultiple

appearancesDiscourses of

individualism

Film-basedPlay rolesMultiple

appearancesDiscourses of

individualism

TV personalitiesPerform

themselvesExhaustive

meaningsConstruction

through familiarity

TV personalitiesPerform

themselvesExhaustive

meaningsConstruction

through familiarity

Celebrity TypesCelebrity Types

HeroicAccidentalPublicAscribedAchievedAttributed

HeroicAccidentalPublicAscribedAchievedAttributed

FameFame

From reality showsOrdinary celebrity on the InternetCasting eventsName brands created

From reality showsOrdinary celebrity on the InternetCasting eventsName brands created

Paris Hilton and FameParis Hilton and Fame

Celebrity IndustriesCelebrity Industries

Entertainment - performance, sportsCommunications - mediaPublicity - PR, advertisingRepresentation - agents, managersAppearance - costumes, makeup, hair

stylingCoaching - music, dance, speechEndorsement - souvenirs, toysLegal and business services

Entertainment - performance, sportsCommunications - mediaPublicity - PR, advertisingRepresentation - agents, managersAppearance - costumes, makeup, hair

stylingCoaching - music, dance, speechEndorsement - souvenirs, toysLegal and business services

Star-Celebrity RelationshipStar-Celebrity Relationship

1. Relationship typesEmotional affinitySelf-identificationImitationProjection

2. Modeling theory

1. Relationship typesEmotional affinitySelf-identificationImitationProjection

2. Modeling theory

Watchers and GamersWatchers and Gamers

Traditional audiencesSecond order traditional audiencesPostmodern audiencesGame players

Traditional audiencesSecond order traditional audiencesPostmodern audiencesGame players

Audience Involvement Levels

Audience Involvement Levels

1. Invisible, watchers2. Seekers3. Collectors4. Fans5. Insiders6. Entourage7. Ensnared

1. Invisible, watchers2. Seekers3. Collectors4. Fans5. Insiders6. Entourage7. Ensnared

Celebrity Branding Strategies

Celebrity Branding Strategies

Pure sellingProduct improvementMarket fulfillment

Pure sellingProduct improvementMarket fulfillment

Managing the BrandManaging the Brand

Brand asset management phases1. Phase 1 - develop a brand vision2. Phase 2 - determine the brand’s

image3. Phase 3 - develop an asset -

management strategy• unique position• extension• communication• determine worth

Brand asset management phases1. Phase 1 - develop a brand vision2. Phase 2 - determine the brand’s

image3. Phase 3 - develop an asset -

management strategy• unique position• extension• communication• determine worth

Brand Asset Management cont’d

Brand Asset Management cont’d

4. Measure the return on brand investment• paid attendance• media coverage• Google hits• fan base, club activity• award nominations, Oscars• special appearances• endorsed product sales• polling research

4. Measure the return on brand investment• paid attendance• media coverage• Google hits• fan base, club activity• award nominations, Oscars• special appearances• endorsed product sales• polling research

Extending the BrandExtending the Brand

1. Star stories2. Politics3. Dead celebrity management

1. Star stories2. Politics3. Dead celebrity management

Celebrity Endorsement Ads

Celebrity Endorsement Ads

Involvement Informational Transformational

Low expertise likeability

High objectivity similarity

Involvement Informational Transformational

Low expertise likeability

High objectivity similarity

Celebrities lend their names to products

Celebrities lend their names to products

Endorsement RulesEndorsement Rules

Credibility - talent or expertise in a field

Global appeal - known worldwidePersonality - celebrity and brand

matchUniform power - not

overshadowing the brandConstancy - lasting power

Credibility - talent or expertise in a field

Global appeal - known worldwidePersonality - celebrity and brand

matchUniform power - not

overshadowing the brandConstancy - lasting power

Value and CausesValue and Causes

Valuing celebrities - Q Scores, I.think

Cause marketing campaigns

Valuing celebrities - Q Scores, I.think

Cause marketing campaigns

QuestionsQuestions

How can the Internet be maximized to brand a star or celebrity? Which branding principles apply to this strategy?

Are stars better off without the studio system? What did they lose and gain from the demise of studio-based contracts?

How can the Internet be maximized to brand a star or celebrity? Which branding principles apply to this strategy?

Are stars better off without the studio system? What did they lose and gain from the demise of studio-based contracts?