Having watched the Parkinson's Research Ad on Youtube, it is obvious that celebrity endorsements are valuable. The endorsements of such nature tend to give credibility towards a worthy activity. For instance, the Ad is about convincing people to make donations towards funding scientists to conduct research on Parkinson’s disease. Michael J. Fox resolves to use Muhammad Ali for credibility purposes. Once people watch the Ad, they will be convinced it is genuine considering that, Muhammad Ali struggled with the disease throughout his boxing career. Furthermore, celebrity endorsements have value owing to their influencer tendency. Across the globe, people are heavily influenced by popular individuals such as Ali (Strunck, 2011). He inspired millions across the globe, that they can overcome anything to become the world greatest. The same influence is transferred to the Youtube Ad, to encourage people to make donations towards fighting the disease. Just by seeing Ali in the Ad, and going by his achievements, people will be convinced to make donations.
I believe celebrity endorsements are helpful in civic action campaigns. Research indicates that, in often cases, individuals tend to pay attention towards a civic duty, whenever they see a celebrity they like relating to it (Graham & Hand, 2016). they tend to make use of the celebrity association to connect with the campaign. The connection created with celebrities, increases the likelihood that individuals will take up the idea being propagated by the celebrity (Strunck, 2011). Celebrity endorsements tend to make a huge boost towards civic campaigns owing to the admiration accorded to them by people. the public like and admire them, unlike politicians whose credibility is questioned. For that reason, politicians use celebrities in campaigns to push for their agendas. When it comes to civic duties such as voting, celebrities come in handy. For instance, it is often said that, President Obama used celebrities such as Oprah Winfrey in promoting civic engagement (Strunck, 2011).
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References
Graham, B. & Hand, C. (2016). America, The Owner’s Manual: You Can Fight City Hall- and Win , Washington, DC: CQ Press.
Michael J. Fox Parkinson's Research Ad. Retrieved from <https://www.youtube.com/watch?v=q5Wj7MToXm8>
Strunck, M. (2011). Celebrity Endorsement. New York, NY: Lambert Academic Publishing
