The use of celebrities to sell products or for endorsement purpose is not a new trend. Various companies make their advertisements featuring celebrities as a marketing strategy, which is very popular. In every advert made worldwide, one features a celebrity. I think celebrities should use their public appeal to endorse political candidates or causes because they have a significant impact on how people think. They can use their appeal to endorse causes such as helping with fund-raising and draw more people to rallies and events because they can motivate the public to seek further information and to take part in the cause. It is easy for celebrities to get the public to do something they would not have done, or change their minds regarding a particular issue (Nownes, 2017). Therefore, as long as a celebrity obtains positive news coverage, their endorsements of candidates or causes can have positive outcomes.
Celebrity endorsements persuade the public as well as focus media attention on the cause merely. Celebrities are different, and each has his or her values, goals, and aspirations. For instance, some celebrities who are credible, trustworthy, and has many followers can be used to persuade the public to support a particular cause if it aligns with their values and aspirations. For example, Ashton Kutcher, a celebrity, helps to fight against human trafficking. He helped to save 6000 children from sex trafficking. He used his high profile to encourage the public, politicians, and world organizations to support his cause of fighting against human trafficking (Petite, 2018). Credibility is a significant factor that provides them with a greater influence on the decisions and opinions of people and Ashton has proved to have that. However, some celebrities who lack credibility might use celebrity endorsements as a platform to seek media attention for their personal goals. According to Atkinson and DeWitt (2018), celebrity influence on political campaigns has proved fleeting because social media has it possible for almost every person to have a brand. Therefore, the public is full of “scene stealers,” who want to make a name for themselves, like gaining more popularity.
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References
Atkinson, M. D., & DeWitt, D. (2018). Does Celebrity Issue Advocacy Mobilize Issue Publics?. Political Studies , 0032321717751294.
Nownes, A. J. (2017). Celebrity endorsements and voter emotions: Evidence from two experiments. American Politics Research , 45 (4), 648-672.
Petite, S. (2018). Ashton Kutcher Helps Save 6,000 Kids from Sex Trafficking Via His Organization with Demi Moore. MSN News. Retrieved from: https://www.msn.com/en-us/news/missingchildren/ashton-kutcher-helps-save-6000-kids-from-sex-trafficking-via-his-organization-with-demi-moore/ar-AAy23AF
