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The use of celebrities in advertising

Published : Updated : The Media Buying Academy : Basics to get started
Équipe Adintime
Pôle Marketing

The use of French celebrities in advertising has been a common practice for many years. Brands often use celebrities to attract attention and interest from consumers. Celebrities can bring awareness to the brand and create an emotional connection with the audience.

Article Summary: The Use of Celebrities in Advertising

  1. Importance of celebrity advertising and image for brands
  2. Example of the use of celebrities in advertising

Importance of celebrity advertising and image for brands

In France, the most popular celebrities for advertising are usually actors, singers, sportsmen or TV personalities. For example, cosmetics brands like L'Oreal and Garnier have often used actresses like Eva Longoria, Julianne Moore or Laetitia Casta as brand ambassadors. Automotive brands like Peugeot have used actors like Vincent Cassel or athletes like Yannick Noah to represent their brand.

One of the main benefits of using celebrities in advertising is that they can help build brand awareness. Celebrities are often associated with a glamorous and enviable lifestyle, and their association with a brand can give the impression that using that product or service is a way to connect with that same lifestyle. In addition, celebrity endorsement can help capture consumers' attention and give them a positive image of the brand.

Nevertheless, the use of celebrities in advertising is not without risks. Consumers may quickly tire of seeing the same faces in ads, or may be skeptical about the authenticity of the product or service being sold. In addition, brands are not immune to celebrity scandals that can damage their brand's reputation.

Despite these risks, using celebrities in advertising remains a popular strategy for French brands. By choosing the right celebrities for their target audience and ensuring that the endorsement is authentic and aligned with the brand's values, brands can successfully use celebrities to boost their brand awareness and image.

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Examples of the use of celebrities in advertising

Marion Cotillard represented the handbag brand Lady Dior in a series of ads.

Omar Sy participated in a commercial to promote the Finley drink

Catherine Deneuve has been the star of several advertisements including one for Le Bon Coin, for Chanel or for the jewelry brand Cartier alongside the American actor Rami Malek

The French celebrity known worldwide for his acting talents, Jean Dujardin was at the center of advertising for Boursorama or Nespresso accompanied by Georges Clooney:

 

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