Question

Topic: Student Questions

Eg Of Bad Endorsement Due To Lack Of Expertise?

Posted by Anonymous on 8/13/2010 at 6:21 PM ET 250 Points
Hi, there. I'm doing a dissertation about celebrity endorsement and I need to give few examples of the bad cases of celebrity endorsement. But I can't think of any bad endorsement that is resulted from the lack of expertise by the endorser?

For example, if you are selling a highly technical product, using expertise in that particular field would be more convincing and credible. Can you come up with few examples of the ads that endorser LACK of expertise in the area?

Thank you so much!!
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RESPONSES

  • Posted on 8/13/2010 at 11:40 PM Author
    Hi W.M.M.A.,

    Thanks for your response. Those examples you gave show how negative information of celebrity affected the endorsed brand. However, what I need now is the example of "bad fit" between the brand and celebrity in terms of the endorser lacking expertise in that particular field.

    For example, for a technical product eg computer, laptop or some car related products, you just can't use any celebrity to endorse the product for you. You kinda need someone with expertise in that field. That's the kind of example I'm looking for. However, I can't find and come up with one yet. I hope you get what I'm trying to say. Thank you :)
  • Posted by SRyan ;] on 8/14/2010 at 3:19 AM Accepted
    Do they have to be REAL examples? It might be more fun to "dissertate" about ...

    - Tiger Woods endorsing Trojan condoms
    - Lindsey Lohan endorsing Jose Cuervo tequila
    - Sara Jessica Parker endorsing Keds

    Okay, if that's academically impractical, you could resort to Google and search for "embarrassing celebrity endorsements" or "ironic celebrity endorsements" or "celebrity endorsement failures." Here's one resource I found: https://bit.ly/aLrEv4
  • Posted on 8/17/2010 at 10:37 PM Author
    Hi everyone,
    I have finally come up with a decent example. An example of LeBron James and Window Vista. is it a good one?
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