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Consumption and the World of Goods

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The theory depends on the source valence where congruence occurs when the celebrity is perceived as familiar, attractive, likeable and could be easily identified with (Clark, 2003). Attractiveness and beauty of the source considerably increase the appeal for the product and at the same time, it enhances the recognition and recalls for the product. Brewer & Porter (1993) assert that physical appeal is also daunting and may sometime have an adverse impact on the consumer but is mostly observed to have a positive impact on the users who can better associate and recall the product which is endorsed by the physically appealing personality of the celebrity model.

Thus, its consumptions often result in higher self-esteem as their self-image gets a boost in consumption and gives them a symbolic connection with the celebrity. Redbull energy drink has applied the theoretical framework of celebrity advertising to influence customer behaviour and their purchase decisions. Visual images, text and verbal message all convey the special meaning that is sought by consumers. For example, Redbull energy drink when endorsed by the football team shows how it helps maintain the energy of people under strenuous circumstances and promotes wellness amongst the users.

Thus, viewers of celebrity advertisements transfer that meaning to the consumers who use the drink not only to be in league with the celebrity status but also to keep fit like the celebrity. Celebrities have been shown drinking Redbull which has subtly transferred certain coveted desires of the consumers into purchase decision as they wanted to be identified or associated with the celebrities in some way or the other. When consumer emulates models in the celebrities advertising, the rhetorical lifestyle as adopted conveys the socially constructed message that consorts with the lifestyle of the celebrity.

Advertisements of Redbull energy drinks have featured celebrities like Lindsay Lohan, Britney Spears and Demi Moore.

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