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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
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
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
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
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?