x
Info
x
Warning
x
Danger

Solution for Advertising and Promotion: An Integrated Marketing Communications Perspective 10th Edition Chapter 6, Problem 1

by George E. Belch, Michael A. Belch
343 Solutions 22 Chapters 53893 Studied ISBN: 9780078028977 Art and Architechture 5 (1)

Chapter 6, Problem Additional_Discussion_Questions 1 : 11.Discuss the ethics of celebrities endorsing products in...

11.Discuss the ethics of celebrities endorsing products in foreign countries but not in the United States to protect their image. Do you think celebrities hurt their reputations by doing endorsements and/or appearing in ads? Why or why not? (L02)

 

Step-By-Step Solution

11.

As discussed in Global Perspective 6-1, many American celebrities who do not appear in ads in the U.S. make huge sums of money endorsing products and serving as advertising spokespeople in foreign countries such as Japan. These celebrities will not endorse products in the U.S. because they think that it is “selling out” and may be damaging to their image. However, by appearing in ads only in foreign countries they avoid tarnishing their image at home. They take the perspective that they aren’t really selling out if nobody knows what they’re up to. There really isn’t anything unethical about celebrities endorsing products in foreign countries. However one could argue that it is unethical for celebrities to act as though they are above endorsing products when they are indeed doing so abroad. The fact that many celebrities have nondisclosure clauses in their contracts, specifying that the ads they do cannot be shown—or sometimes even discussed—outside of the country for which they are intended suggests that they are taking steps to mislead the public in the U.S. about their commercial endeavors. It has become very difficult for celebrities keep their endorsements in foreign countries a secret and to keep people back home from seeing these commercials.  For example, the ABC News Show Primetime aired a segment in January 2003, called “Celebrity Foreign” that discussed celebrities endorsing products in Japan but not the U.S. Many of these commercials are now being shown on Web sites originating in Japan as well as Canada and the U.S. as well. For example, Japanese commercials featuring popular U.S. celebrities can now be found on YouTube. Thus, the public is becoming much more aware of how celebrities endorse products and appear in commercials in foreign countries.

The question as to whether celebrities hurt their reputations by doing endorsements is an interesting one. Some celebrities do not endorse products or appear in ads because this is viewed as a cash-in, cash-out capitalistic maneuver. Endorsing products is not viewed as a creative endeavor because the celebrity is not acting in these commercials, they are endorsing. Obviously the general public knows that celebrities are paid large sums of money to endorse products and this may undermine their image and credibility. However, celebrities may also be concerned with the impact endorsements have on their image in the entertainment community as well. An actor or actress who appears in commercials may lose some of their credibility and may end up damaging their artistic appeal. This may be particularly critical to those who appear in movies. For example, Cher temporarily damaged her credibility as a serious actress by appearing in too many infomercials. On the other hand one might argue that cashing in on celebrity status is pretty much expected and does not tarnish the image of those who do so. Perhaps the key issue is not whether celebrities endorse products or companies but rather how frequently they do so. Celebrities who endorse too many products may indeed become perceived more as spokespersons than quality actors or actresses.

 

Unlimited Access Free
Signup & Access More than 10 Million+
  • Textbook Solutions
  • Flashcards
  • Homework Answers
  • Documents
All Chapters Solved

FAQ's

Is this a textbook?

We do not endorse or sell any Textbooks in this service. This is only a solution guide for the textbook shown. So, you will find all the answers to questions in the textbook, indexed for your ease of use. ExploreNow!

I am unable to find the book I need.

You can request for your textbook to be answered. While you may get the book resolved within 15-20 days’ subject to expert availability and can access it at no cost if you are premium member, We encourage you to use our Study Help service for the specific question or even a full chapter you currently, need within a 24-48-hour window.

My book is similar but not the same!

This may be due to different versions or editions of the same book. You can check the table of contents and match the questions in each chapter (As you can see, the questions are free to view for the entire book). You can subscribe if you decide the step-by-step solutions will be useful albeit the differences.

Not all questions are answered!

We try not to post guidebooks that are under progress. However, some guides are so high in demand that we have to post them as we work on them. If you find the notification stating, "An expert is currently solving this for you" in the answer section, you can contact customer support to know the status or even get an instant answer if you are a premium member.

The ISBN's are not matching!

Check if there are other ISBN's mentioned on the book cover page. If it still does not match, check the samples available to ensure you are on the right guide. 

Can I see some samples?

Every chapter in the book has the first three solutions displayed in full for free. Browse the chapters and questions to view the same. 

Is it possible to see a specific answer before I subscribe?

Contact customer support via Live Chat to request the same. They will assist you with the full answer if it is a simple question or a partial answer to assure you of the availability if it is a large solution.