Celebrity Controversies By Sue Jozui

Sue Jozui in her passage, claims that advertisers mislead consumers when they use celebrities to promote products. The author supports her claim by first telling the audience what using celebrities does to all the consumers advertise their products are misleading and insult their audience. The author supports her argument by first giving examples of commercials and ads that are promoted by actors and pop stars. She continues by proposing an idea to boycott and restrict companies with guidelines. The author´s purpose is to ban advertisers with celebrities because of unfairness. The author gives an aggressive tone for consumers and advertisers. Advertisements are to persuade the consumers to want to buy the products, the best way is to get their attention by adding celebrities to catch their eyes.

People who are against, believe that these celebrities who are being paid do not even use the products, but most of the time they are given them for free so why would not they use them.

Jozui states, ¨The audience is expected to transfer approval of the celebrity to approval of the product.¨ Famous people can afford top quality retail and have the ability to ruin a company's reputation if it is unsuccessful. The consumer should look upon many previous views of products and how they are being sold. The author also claims that, ¨ This kind of marketing is misleading and insults the intelligence of the audience.¨ It is the businesses job to make the viewers interested in what they are selling, it should not matter if they use someone who is famous to do so as long as it brings in customers. Celebrities have many people who look up to them all over the world, therefore advertising a product that doesn't show guaranteed results could also be the company's fault and not the

celebrities.
Businesses can sell their products however they choose so as long as they are doing it legally. Jozui suggest, “ We should boycott this kind of advertising and legislate rules and and guidelines for advertisers.” Restricting advertisers from using celebrities will decrease the company's profit and lead to generic products that may not be as effective. Enforcing guidelines allows the government to have control over a free market. For instance, Juicy Couture and other expensive brands are at stores like Ross and Khol’s and being sold for a cheaper price but the same product as the actual expensive store. Businesses should not be restricted by new government regulations that would ban them from promoting their items due to their investment in celebrities.
It is the advertisers job to promote their product and become an attention getter to many consumers. Celebrities are a great way to catch the consumer eye especially if they are into them. Many advertisers do a decent job catching eyes of people. Celebrities should not affect an advertisement because that is the way to promote it best.