A current commercial displayed in the early months of 2014 is one for BeatsPills by Dre featuring Pharrell Williams. This commercial has Pharrell, among other actors, dancing through urban areas alongside animated BeatsPill characters while Pharrell's song "Happy" is playing. (This song was featured in the popular kid's movie "Despicable Me 2"). In this blog, I plan on analyzing the use of Pharrell as a spokesperson for BeatsPills using McCracken's meaning transfer model.
According to McCracken's meaning transfer model, a celebrity's effectiveness as an endorser depends on the culturally acquired meanings he or she brings to the endorsement process, including status, class, gender, age, personality, and lifestyle. As McCracken would explain it:
"Celebrities draw these powerful meanings from the roles they assume in their television, movie, military, athletic, and other careers. Each new dramatic role brings the celebrity into contact with a range of objects, persons, and contexts. Out of these objects, persons, and contexts are transferred meanings that then reside in the celebrity" (Belch 190).
How does Pharrell transfer the meanings associated with himself to the BeatsPill product? First things first, Pharrell Williams is a well known American singer-songwriter, rapper, and record producer. His strong affiliation with the music industry gives him credibility. He is seen as having relevant knowledge when it comes to sound systems including headphones and speakers. He is also seen as a jovial, noncontroversial person in american culture. He has not been apart of any big scandals in the last ten years and has recently took the position as music producer for the popular family movie "Despicable Me". His jovial and uncontroversial reputation creates a positive image for the BeatsPill.
How are the meanings Pharrell gives to the BeatsPill transferred to the consumer? People will want to buy the BeatsPill because they trust Pharrell to endorse superior sound systems. Consumers will feel as if they have the best of the best and may even find themselves identifying more with Pharrell by using the same products. Aspiring music producers may feel as if they are closer to their dream by using Beats by Dr.Dre products of "superiority" just like the wealthy and successful Pharrell Williams.
According to McCracken's meaning transfer model, a celebrity's effectiveness as an endorser depends on the culturally acquired meanings he or she brings to the endorsement process, including status, class, gender, age, personality, and lifestyle. As McCracken would explain it:
"Celebrities draw these powerful meanings from the roles they assume in their television, movie, military, athletic, and other careers. Each new dramatic role brings the celebrity into contact with a range of objects, persons, and contexts. Out of these objects, persons, and contexts are transferred meanings that then reside in the celebrity" (Belch 190).
How does Pharrell transfer the meanings associated with himself to the BeatsPill product? First things first, Pharrell Williams is a well known American singer-songwriter, rapper, and record producer. His strong affiliation with the music industry gives him credibility. He is seen as having relevant knowledge when it comes to sound systems including headphones and speakers. He is also seen as a jovial, noncontroversial person in american culture. He has not been apart of any big scandals in the last ten years and has recently took the position as music producer for the popular family movie "Despicable Me". His jovial and uncontroversial reputation creates a positive image for the BeatsPill.
How are the meanings Pharrell gives to the BeatsPill transferred to the consumer? People will want to buy the BeatsPill because they trust Pharrell to endorse superior sound systems. Consumers will feel as if they have the best of the best and may even find themselves identifying more with Pharrell by using the same products. Aspiring music producers may feel as if they are closer to their dream by using Beats by Dr.Dre products of "superiority" just like the wealthy and successful Pharrell Williams.
Sources and Citations
Belch, GE. and Belch, MA. Advertising and Promotion: An Integrated Marketing Communications Perspective, 9th Edition. McGraw-Hill Companies. 2012.
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