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A Content Analysis Study of the Use of Celebrity Endorsers in Magazine Advertising

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A Content Analysis Study of the Use of Celebrity Endorsers in Magazine Advertising A content analysis study of the use of celebrity endorsers in magazine advertising george e. Belch and Michael a. Belch San Diego State University this paper presents the results of a content analysis study that examined the use of celebrity endorsers in magazine advertising. advertisements appearing in 37 different magazines repre- senting eight major classification categories were analysed to gain insight into the prevalence of use of celebrity endorsers in magazine advertising. only 10% of the magazine ads run during the time period analysed contained a celebrity, which is much lower than estimates of their use often reported in the media. the findings show that the use of celebrities varies by magazine type with their use being highest for sports and teen publications. the use of celebrities also varies by product/service category as does the type of celebrity utilised, such as athletes, actors/actresses, entertainers and supermodels. Celebrity use was based primarily on the source characteristics of popularity/likeability followed by physical attractiveness. Celebrity use based on expertise occurs primarily for athletic products. Introduction the use of celebrities in advertising has been a common practice for more than 60 years. Marketers recognise the value of using people who are recognised and often admired, or even idolised, by their target audience, such as actors and actresses, athletes, entertainers and other popular public figures, as a way to draw attention to their advertising messages. It is estimated that between 14 and 20% of all television commercials in the united states feature celebrities; and in some countries, such as Japan, India and taiwan, they are even more prevalent in tv ads (Creswell 2008). It is interesting to note that estimates of the use of celebrities in advertising are based on their appearance in television com- mercials. However, estimates of the use of celebrities may be veiled by the pervasiveness of television advertising, which results in a lack of attention to their prevalence in other media. While most of the attention is focused on celebrities in the context of television adver- tising, attention also needs to be given to their use in other media such as magazines. Magazines account for 15% of total advertising expenditures in the us and, according International Journal of advertising, 32(3), pp. 369–389 © 2013 advertising association Published by Warc, www.warc.com 369369 doI: 10.2501/IJa-32-3-369-389 InternatIonal Journal of advertIsIng, 2013, 32(3) to the association of Magazine Media, 93% of adults (18+) read magazines, the average reader spends an average of 42 minutes on each issue, and the median number of issues read each month is 7.7 (Magazine Media Fact Book 2011/2012). Magazines also have specific characteristics that make them conducive to the use of celebrities, such as their high degree of audience selectivity and reproduction quality. However, little attention has been given to the degree to which celebrities are used in magazine ads by marketers, or the nature of their utilisation. the purpose of this study is to use content analysis to examine the prevalence of celeb- rities in magazine advertising and to better understand factors related to their use, includ- ing the type of product or service and magazine category. Kassarjian notes that ‘content analysis is a scientific, objective, systematic, quantitative, and generalisable description of communications content’ (1977, p. 10). thus, content analysis is an appropriate way to assess the degree to which celebrities are used in advertising, and the nature of their use. attention is also given in this study to the various types of celebrity used by marketers (actor/actress, athlete, entertainer, supermodel) as well as basis for their use (expertise, physical attractiveness or popularity/likeability).the findings of this study provide a valu- able insight into the extent to which celebrities are used in a major advertising medium other than television and the nature of their use by marketers. Background The use of celebrities there are a number of reasons marketers use celebrities in their advertising messages and pay them large sums of money to endorse their company and/or brands. a very basic rea- son for using a celebrity in an advertisement is that s/he may have stopping power, which is viewed as the capability of drawing attention and interest to an advertising message in a very cluttered media environment (atkin & Block 1983). according to the association of Magazine Media, the content of the average consumer magazine is 47% advertising and 53% editorial (Magazine Media Fact Book 2011/2012). Many magazines, such as fashion and lifestyle publications, can have up to 70% of their pages devoted to advertising, which makes the clutter problem particularly acute. thus, the use of popular celebrities can be a way for an ad to stand out in a cluttered media environment and attract the attention of viewers or readers. another reason marketers use celebrities in their ads is to impact consumers’ decision process by favourably influencing their evaluations, feelings, attitudes and purchase inten- tions towards their brands. Most of the research on the value of celebrity endorsers has focused on their source characteristics or attributes, including expertise, trustworthiness and attractiveness. these attributes are viewed as positive characteristics of a communi- cator that favourably influence the receiver’s acceptance of a message (ohanian 1991). a number of studies have shown that celebrities perceived as having expertise with a product or service can lend persuasive power to an advertising message (speck et al. 1988; ohanian 1990, 1991; fink et al. 2004; rossiter & smidts 2012). studies have also shown 370 CeleBrItY endorsers In MagaZIne advertIsIng that the expertise of a celebrity endorser interacts with his/her physical attractiveness (eisend & langner 2010). a meta-analysis of celebrity endorser studies conducted by amos et al. (2008) exam- ined the relationship between source characteristics and advertising effectiveness from 32 studies that provided sufficient information for inclusion in their analyses. their results showed that the characteristics of celebrity expertise, trustworthiness and attractiveness had the most influential effects on advertising effectiveness measures such as brand atti- tudes, attitude towards the ad and purchase intentions. their analyses also indicated that negative information about a celebrity had the largest impact on celebrity endorsement effectiveness. another popular stream of research related to the use of celebrities is based on their fit or match with the product, service or brand they are endorsing. the celebrity ‘match up’ hypothesis has been used as the conceptual framework for numerous studies examining the effectiveness of celebrity endorsers (Kahle & Homer 1985; Kamins 1990; Kamins & gupta 1994; lynch & schuler 1994). the basic premise of this hypothesis is that the effectiveness of advertisements utilising celebrities depends on the fit, or ‘match’, between the characteristics of the celebrity and the product/service being endorsed. a number of studies have shown that the use of a celebrity whose image or characteristics are highly congruent with the product or brand leads to higher levels of both advertiser and celeb- rity credibility than when the level of congruence is low (Kamins & gupta 1994; till & shimp 1998; till & Busler 2000). a study by de los salmones et al. (2013) examined the effectiveness of a celebrity endorser in advertising for a humanitarian organisation. they found that the celebrity’s effectiveness and credibility as an endorser depends on several factors, including perceived fit with the social cause, attribution of altruistic motivation, celebrity image and attitudes towards celebrity activism. thedegreeoffitbetweenacelebrityandaproductorbrandcanbebasedonavariety of factors, including his/her level of expertise, personality, image or even physical char- acteristics. for example, professional athletes can lend credibility and persuasive power to an advertising message based on perceptions of their perceived expertise with athletic products. Celebrities such as actors/actresses or entertainers, as well as athletes, may match up well with products or brands based on their popularity or attractiveness. a study by fink et al. (2004) found that athlete attractiveness and expertise were both positively related to endorsement fit, although the effects of expertise on fit were stronger than those of attractiveness. the use of celebrities such as actors/actresses and supermodels in advertising for products such as clothing, jewellery,cosmetics and personal care products is often based on their physical attractiveness. erfgen (2011) conducted a systematic review of 36 studies from the celebrity endorsement literature to determine success factors for brand image effects. He identified 24 drivers of brand image including celebrity, message, advertising channel and recipient characteristics. With regard to celebrity characteristics, credibility (including its subdimensions of expertise and trustworthiness), physical attrac- tiveness relevant to the product domain, and image-based congruence emerged as factors that positively influence brand image. 371 InternatIonal Journal of advertIsIng, 2013, 32(3) Most of the research on the use of celebrity endorsers has examined their effects on various measures of persuasion such as beliefs, attitudes and purchase
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