The Art of En­dors­ing

Slogan - - LETTERS - Hira Karim Karachi

Fi­nally! An ar­ti­cle that speaks of this phe­nom­e­non! I was very pleased to read about this new trend which in­volves celebri­ties ap­pear­ing in vir­tu­ally ev­ery kind of ad, from soap bars to cooking oils. Th­ese peo­ple leave no stone un­turned! In fact, it is so com­mon that one finds it dif­fi­cult to nav­i­gate through the end­less stream of chan­nels with­out com­ing across at least two ad­ver­tise­ments sport­ing the face of some ac­tor or sports celebrity.

I can un­der­stand the sig­nif­i­cance of celebrity endorsements. How­ever, ad­ver­tis­ers and mar­keters should draw the line be­tween as­so­ci­at­ing a prod­uct with a celebrity on the ba­sis of sim­i­lar char­ac­ter­is­tics and ran­domly in­sert­ing a celebrity in an ad­ver­tise­ment just to gain at­ten­tion.

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