Curtin University Homepage
  • Library
  • Help
    • Admin

    espace - Curtin’s institutional repository

    JavaScript is disabled for your browser. Some features of this site may not work without it.
    View Item 
    • espace Home
    • espace
    • Curtin Theses
    • View Item
    • espace Home
    • espace
    • Curtin Theses
    • View Item

    The celebrity endorsement industry: adapting to Web 2.0 and beyond

    192677_Raphael 2013.pdf (256.0Mb)
    Access Status
    Open access
    Authors
    Raphael, Jackie
    Date
    2013
    Supervisor
    Mr Andrew Hutchison
    Type
    Thesis
    Award
    PhD
    
    Metadata
    Show full item record
    School
    School of Design and Art, Humanities Department
    URI
    http://hdl.handle.net/20.500.11937/227
    Collection
    • Curtin Theses
    Abstract

    The Hollywood entertainment industry and celebrity status has had a global impact on advertising and consumption since its emergence in the early 20th century. However, the advent of the Internet and social media has transformed popular culture. With YouTube having exceeded two billion views a day in May 2010 (Timeline 2010), more than one billion people active on Facebook since October 2012 (Newsroom: Timeline 2012), and social network advertising revenues estimated to reach $10 billion globally by 2013 (Social Network Ad Revenues to Reach $10 Billion Worldwide in 2013 2011), it is clear that there has been a paradigm shift in the way people communicate and how they are entertained. These changes are having huge effects on the advertising industry and celebrity industry.Case studies of Hollywood identities Pamela Anderson, Leonardo DiCaprio and Ashton Kutcher illustrate the changes that have occurred to how a celebrity brand can be initiated and maintained. The complex interaction of celebrity identity, choice of endorsement and control of access to the means of publication are also examined. Social media statistics, semiotic analysis of online branding, the application of Grant McCracken’s meaning transfer theory to endorsements and interviews with industry professionals are used to investigate this relationship, revealing themes of convergence, adaptation, authenticity, credibility, iconic status and branding. It is concluded that Web 2.0 has transformed the nature of celebrity-fan interaction and consumer-advertiser communication, and is significantly shifting media control and censorship away from businesses and government, towards celebrities and their audiences.

    Related items

    Showing items related by title, author, creator and subject.

    • Pamela Anderson and Web 2.0: Adapting to change and changing the world, one tweet at a time
      Raphael, Jackie (2013)
      The Hollywood entertainment industry and celebrity status have had a global impact on advertising and consumption since their emergence in the early twentieth century. However, the advent of the Internet and social media ...
    • The relationship between high school students' liking of elements in alcohol advertising and advertising effectiveness
      Fielder, Lynda Jane (2011)
      The increasing level of alcohol consumption among youth and related harms is an issue of international public health concern (Hingson, Heeren, Winter, & Wechsler, 2005; Jernigan & Mosher, 2005; Jernigan, Ostroff, & Ross, ...
    • Marketing communication efficiency: challenges and opportunities in not-for-profit sector
      Sharma, Piyush (2019)
      In this talk, Professor Sharma would use his research on marketing communication effectiveness to identify the challenges and opportunities faced by not-for-profit sector in using popular marketing concepts and principles ...
    Advanced search

    Browse

    Communities & CollectionsIssue DateAuthorTitleSubjectDocument TypeThis CollectionIssue DateAuthorTitleSubjectDocument Type

    My Account

    Admin

    Statistics

    Most Popular ItemsStatistics by CountryMost Popular Authors

    Follow Curtin

    • 
    • 
    • 
    • 
    • 

    CRICOS Provider Code: 00301JABN: 99 143 842 569TEQSA: PRV12158

    Copyright | Disclaimer | Privacy statement | Accessibility

    Curtin would like to pay respect to the Aboriginal and Torres Strait Islander members of our community by acknowledging the traditional owners of the land on which the Perth campus is located, the Whadjuk people of the Nyungar Nation; and on our Kalgoorlie campus, the Wongutha people of the North-Eastern Goldfields.