Step into any high school and enter a classroom. Besides moody adolescence, what do you see? You don’t have to look hard to see brand names and logos everywhere. From head to toe, clothing, electronics, even food are popular pieces of merchandise from familiar companies. Its a well known fact, teens believe that wearing the same clothes and perfume or eating and drinking the same food as a celebrity makes them cool.
You don’t have to look back far to see examples of teenagers choosing to buy a product because of a little trick called celebrity endorsement. A great example involves two popular icons from the 80’s; Michael Jackson and Pepsi. Soon after a new Pepsi commercial aired featuring the one and only M.J dancing down the street with a can of Pepsi in hand and one of his hit songs playing in the background, everyone ditched their Coke and wanted to sip the ‘it’ bubbly drink.
Celebrities are not just used to advertise food and drinks, perfume has always been in the mix. A relatively recent ad campaign for Chanel number 5 featured a beautiful Nicole Kidman. This commercial was done in the last five years and is usually aired around the holidays to encourage people, teens included, to spend.
Going back to the 80’s, there was a very popular campaign that I came across for Calvin Klein jeans featuring a young Brook Shields. The tag line that became ever so famous was “Nothing comes between me and my Calvins”.
Being a teenager myself, I am also drawn to a product because of celebrity endorsement. For my fifteenth birthday, I asked for a Canon Camera because Avril Lavigne was on the ad. I am a huge fan of her’s, so I immediately thought that the camera was perfect for me. I don’t care what any teen says, it works every time.