Sue Jozui's Essay: Abusing The Power Of Celebrity Off

Advertisers of all sort have been getting away with abusing the power of celebrity endorsement for decades now. Sue Jozui in her excerpt, asserts that advertisers should have rules and celebrity endorsement of products is misleading and insults the intelligence of the consumer. The author supports her argument by first providing examples of how advertisers use the fame and popularity of the celebrity to persuade consumers to buy the product. The authors purpose is to convince buyers to boycott this specific type of advertising that uses celebrities fame to promote their business products. Jozui develops a more critical tone for all consumers that are tired of being manipulated by advertisers and celebrities. Advertisers should refrain from using celebrities to promote their product because it is dishonest and insults the intelligence of the buyer.

Some might think, businesses have the right to buy, sell, and trade however they please without government control and it would be unfair to legislate rules for business owners.

For example, businesses contenders in the running with other top brands, have to find a way to make money and sell products at a fast rate. With the help of celebrity use in commercials, it can help businesses thrive and families can make enough money to survive. However, only wealthy businesses can afford to pay celebrities to advertise their products. For example, a small family in competition with top brands would not stand a chance. It is unfair to small businesses that do not have the money to benefit from the privilege of celebrities. It is true, businesses have the right to a free market, however, being privileged to that right does not make it fair for other

businesses.
Using a celebrity’s fans to promote a business product that does not live up to expectations or is used by the promoter is dishonest to customers.For example, after seeing Selena Gomez promote Pantene Pro-V Shampoo and Conditioner, I decided to try it for myself. In the commercial, she says that, “ it leaves your hair fully moisturized and unbreakable.” and I figured the product must work since she has shiny, luscious, looking hair. After using the product for about a week, my hair became extremely dry, horrendously frizzy, contained more split ends, and broke twice as more than it did before the use of this shampoo and conditioner. Not only is lying about the quality of the product dishonest, but it also insults the intelligence of the buyer. For instance, the Proactive commercial only use men and women with radiant, clear skin to promote the company's face wash. After seeing Adam Levine, and his acne-free skin, I bought the product thinking it would be the end of all my bumps and blemishes. After witnessing first hand, that the product does not work, I felt naive for believing the product would actually get rid of my acne and give me spotless skin. Lying about the quality and whom uses the product is dishonest and makes the customer feel less intelligent. Moreover, advertisers should focus on how the customer feels when one finds out the product does not match what they were made to believe.
The use of celebrity endorsement for products only lead to more businesses being more dishonest and insults the customers brilliance. Businesses should stay away from that type of advertisement because there are other ways that they can promote their product without making the customer feel less intelligent or betray their trust. Just as Sue Jozui argued, advertisers should have rules and should not use celebrities to advertise their products.