What is the role of celebrity endorsement in media communication Essay

What is the role of celebrity endorsement in media communication - Essay Example e recent past as a result of being endorsed by many different companies and corporations to advertise their products and introduce different brands to the market place. The essay will examine the role of these celebrity endorsements to the media communication and how all these can be of benefit to the companies and the general public. Endorsement is the act of picking up an individual to promote a particular brand using different media channels. This is majorly used as a marketing technique but what matters most is the media channel used to carry out the endorsement communication. If the wrong form of media is chosen such as radio and which many people do not listen to, whatever is being endorsed is bound to fail to attract the targeted people (Okorie, Oyedepo & Akhidenor, 2012). Celebrities are being endorsed to carry out the advertisements. Their use is much more effective than regular people as they have large followers worldwide. These celebrities include athletes, movie stars; reality shows stars, famous business personalities and musicians among other celebrities. It is guaranteed that with their endorsement, they are bound to attract an even larger following and whatever they have endorsed will accepted by the people. When choosing the celebrities to use to endorse whatever product is being advertised, it is important to look at their media usage and the following they have on each of these media particularly the social media. This is important because celebrities are endorsed with a lot of money even millions of dollars and hence it is important to know that the people are getting their money’s worth. According to research by (Chan, Leung Ng & Luk, 2013), most companies target young adults as they are the ones who are most likely to identify with the celebrities and they find these celebrities appealing. Media communication refers to exchange of information from one person to another or to a group of people for the purpose of passing on a message. In