Nauma Shakil Dissertation - Indus Valley School of Art

Transcription

How a Face becomes the brand?
By
Numan Shakil
Indus Valley School of Art and Architecture
2012
How a face becomes the brand?
By
Numan Shakil
This Thesis submitted in partial fulfillment of the requirements for the degree of
BACHELOR OF COMMUNICATION DESIGN, from Indus Valley School of
Art and Architecture.
Internal Advisor
:
External Advisor
:
Mahroosh Haider Ali
Gemma Sharpe
Arshad Farooqui
DEPARTMENT OF COMMUNICATION DESIGN
INDUS VALLEY SCHOOL OF ART AND ARCHITECTURE
KARACHI PAKISTAN
2012
CONTENTS
1. Abstract
1
2. Introduction
2-4
3. Research methodology
5-8
I.
Primary research
5-6
Secondary research
6
III.
Expectations
7
IV.
Strengths
7
Weaknesses and limitations
8
II.
V.
4. Literature review
9-20
I.
Introduction
9-16
II.
The process of endorsement and its effects on people
17-20
5. Findings
21-24
6. Analysis
25-40
I.
Selection of a face
25-28
Face selling a brand
29-31
III.
Endorsement without the endorser
31-35
IV.
The clash between the endorsers
35-38
The influence of endorsement on masses
38-40
II.
V.
7. Conclusion
41-42
8. Appendices
43-66
ABSTRACT
This dissertation aims to comprehend how a face becomes a brand. It will examine the entire
selection process of a face for a label. After the procedure the research paper will put forward
thoughts about the weaknesses and strengths a face might provide, the numerous ways it is
helpful and further means which can really destroy the endorsements. Moreover, the dissertation
shall also address the dispute between the fashion models and celebrities doing the same job.
Similarly, the Significance of associating a face and effect of not using an endorser for
endorsement will also be inspected. The research conducted for this dissertation aids in finding
out the effects of these endorsements on the people. Talking to the professionals from the
industry like designer, models, art directors, fashion editors, and director to find out the insights
and all the relevant information. Finding the quantitative data for the dissertation through the
online survey and qualitative through the interviews conducted. Analyzing all the relevant
information found out through the research to reach a conclusion.
‫ﻭ‬ Introduction
We have been looking at diverse endorsers endorsing brands since late thirties and forties1.
Everywhere in the world, the biggest fashion and lifestyle brands are endorsed by celebrities and
fashion models. The celebrities not just bring the whole brand in the lime light for a certain time,
get highly paid but also they set an image for themselves according to whichever brand they are
associated with2. All the celebrities on the other hand are not suitable for every type of
endorsement because of the varying requirements of the client or the brand manager. This
dissertation is going to talk about how a face becomes the brand. It means a certain face
face because of which it eventually becomes the part of brands image.
It is very common that you associate a certain face with an advertisement. The face represents
the signature style, image, the standard, be it a clothing, an accessory, or lifestyle brand. They all
have a face which defines the whole identity of the brand. A client selects a certain face
according to the nature of the product and the signature look of the endorsement itself. If the
identity of the brand is being mass friendly and commercial, the face which would be promoting
1
Ted Sherman
http://voices.yahoo.com/history-celebrity-endorsements-5371465.html [Last accessed: 5th May
.
2012].
2
Celebrity Endorsement, Brand Meaning, and Selfunknown, 2007).
Connecting with Celebrities:
erbilt. (Month and date
http://elab.vanderbilt.edu/research/papers/Connecting%20with%20Celebrities%20%20Celebrity%20Endorsement,%20Brand%20Meaning,%20and%20SelfBrand%20Connections%20%5BEscalas,%20Bettman%5D.pdf [Last accessed: 2nd February 2012].
‫ﻭ‬ them is going to friendly looking and someone masses can relate to. If
exclusive brand,
their endorser would be sharp, and someone people can look up to, and just dream to be like.
Endorsements have been happening for an extensive period as mentioned above3, it is something
which is emerging in Pakistan and is surely worth discussing. Firstly, the whole process of a face
becoming a brand will be discussed in this dissertation. It means a process and reasons because
of which a certain face gets strongly associated with a brand and becomes the part of its identity.
By talking to the professionals from the national and international fashion industry, the process
of how it takes place will be analyzed. The procedure of how different it is from international
industry and the major differences in the method will be discussed.
Also, this dissertation will analyze the advantages and disadvantages of the endorsement using
celebrities and models. All the different effects on the brand will be analyzed in light of the
primary and secondary research. Another aspect that will be discussed is asking the professionals
to imagine the world without faces in the marketing of a brand.
Furthermore, this research paper will be comparing and analyzing the different types of faces
who have been the brand ambassadors like sportsmen, television actors, fashion models and
movie celebrities to name a few. The clash between the celebrities and the fashion models doing
the same job, the paper will discuss together the negative and the positive sides of both celebrity
as endorser and a fashion model as the spokesperson. For this part of dissertation interviews will
be conducted from working people from the national and international industry along with an
online survey.
3
Ted Sherman
.
2012].
‫ﻭ‬ Lastly, another very important aspect of this dissertation will be the positive and the negative
effects of these endorsements on the people and their life. The primary and secondary conducted
research will be talking about people getting affected by this type of branding in a positive and
negative way.
‫ﻭ‬ Research methodology
This section of the dissertation will discuss the process of the research in detail. The way
research is conducted to answer the question of the dissertation in the best possible way.
Identifying the different processes of the research, which include primary research and secondary
research. The primary research is the first hand data collected by the writer of this dissertation
which includes qualitative research and quantitative research. The secondary research is the
literature, research or anything that been written in the past relevant to the topic of dissertation.
This section will discuss the strengths and the weaknesses in the research. The qualitative
method was chosen because there was information collected in literature review which was
relevant to the dissertation topic but it was mostly about the celebrities and not the fashion
models. To get the insights and information related to models, interviewing the people from
fashion industry was the best option.
However, the online survey was conducted to gather the quantitative information to get the idea
of
reaction to different approaches in advertising. One was a face used as brand
identity to sell the product and another was the use of just a body part model. This section will
cover the whole process of the research.
a. Primary research (qualitative and quantitative research)
Qualitative and quantitative data were collected via various processes. A variety of people
belonging to the fashion and media industry like photographer, fashion editor, fashion model,
fashion designer, model coordinator, art director, and director were interviewed. Lars
Burmeister, the super model who has endorsed brands like Hugo Boss, Giorgio Armani, and
many more was interviewed on Skype to give us the information from the international market.
‫ﻭ‬ Noah Mills, another super model giving us information from international market who has
endorsed brands like Dolce and Gabbana, Tommy Hilfiger, and many more was interviewed on
Yahoo email. Ahsan Rahim, a celebrated director from Pakistan was interviewed in person,
Zurain Zaheen Imam, Fashion editor and model coordinator was interviewed through Facebook
email. Sarah Mouqim, the art director at JWT. Karachi was interviewed On Yahoo email. Syed
Rizwanullah, renowned fashion designer was interviewed on Skype.
The quantitative research included an online survey, which was done to get an insight of how
much the marketing of certain brand effects the people. Two brands Asim Jofa and J. were talked
about in this online survey, one who uses a celebrity as a face of a brand for the marketing and
the other one does not use a face but body part models. The survey identified the percentage of
exactly how many people remembered Asim Jofa or the face of this brand Iman Ali because of
the use of a celebrity. Similarly, it also identified the impact of marketing of J. on the consumers
who uses no face.
b. Secondary research
The second hand research includes all the literature be it online article, newspaper article,
research journals and any other form of literature or research relevant to this research paper. The
articles chosen for the literature review cover the whole matter as discussed in the introduction of
the dissertation. Giving an insight on endorsements, their history as well as various aspects and
process of it, the published literature helped me answer questions that came up while in the
analysis.
‫ﻭ‬ c. Expectations
Since the question of the dissertations is about face becoming a brand. The research is expected
to clearly identify and analyze the reason why a certain face is chosen to be the spokesperson of
a brand. The whole process endorsement, the positive and the negative sides of it will be
analyzed plus one would examine the way it affects the consumers. Another important aspect
that will be identified is the clash between a fashion model and a celebrity doing the same job.
The whole of the research is expected to revolve around the dissertation question, the research is
divided into several parts, and it goes deep into the reasoning of the question of the dissertation
to answer it in the best possible way.
d. Strengths
Few interviewees were really comfortable after certain time and gave all the answers without
worrying about being politically correct. The diverse professions chosen to be interviewed with
in the industry has given this research paper a variety of information. Though a lot of people
repeated the same things other people had already mentioned but it re-iterated the fact that the
information being provided is universal. Whereas, there were always one or two people who
disagreed to what other people had said which made the analysis section interesting. This
dissertation not only looks at the Pakistani industry but also compares the similarities and
differences of Pakistani industry with the international industry.
‫ﻭ‬ e. Weaknesses and limitations
Since most of the primary research done is qualitative and is based on the interviews taken from
the people working in the industry. Limited people were ready to give the interviews and to talk
about the insights of the industry. Several people who had agreed to give the interview initially
disagreed, the reason being the busy schedules because of the fashion week season. However, a
few people never replied after going through the questions of the interview. Certain people
cancelled the interview after agreeing to it without providing any concrete reason. The
interviewees were generalizing at most of the places because they did not feel comfortable about
the real insights of the industry. Nonetheless, the important information was extracted from the
people interviewed.
The weakness in secondary research is that there was sufficient literature about the celebrity
endorsements but unfortunately there was no relevant information related to this dissertation
about endorsement using fashion models. Since the question of the dissertation is about face
becoming a brand, it was of utmost importance to find literature and research on endorsement
using fashion models which would be relevant to this research paper. So, the solution this
problem was to cover these areas in primary research by asking required information from the
people working in the industry. Another weakness that came through was that all the relevant
literature was not coming from Pakistani source. After the interviews were conducted, there were
many over lapping factors which made the literature universal and relevant to Pakistan.
‫ﻭ‬ Literature review
The literature review is divided into two parts. The first part is the introduction which will
include information about the history of celebrity endorsement, definition of a celebrity endorser,
the clash of celebrity endorsement plus endorsement using fashion models and the positive and
negative points of the celebrity endorsements. The second part of the literature review will talk
about the process of celebrity endorsement and the different ways it affects the people.
a. Introduction
An online article called the history of celebrity endorsement written by Ted Sherman4 gives a
whole brief history of celebrity endorsement.
5
, the article talks about all the major celebrity
endorsements in the past and gives out all the major examples of different celebrities who
endorsed different products like toothpaste, milk, cornflakes to name a few. The author also
mentions that Wheaties was the first one who took a from sports person and used him into the
TV ads, as you read forwarded the article talks about the cartoon characters being the iconic
figures and being used as the hero in the advertisements. Overall the article has given brief and
4
Sherman
January 28, 2010).
2012].
5
Sherman
.
2012].
‫ﻭ‬ precise information about some of the major celebrity endorsements starting from the early
twenties till late sixties6.
An article called who is a celebrity endorser? Cultural foundation of the endorsement process
written by Grant McCracken7, the article gives a brief introduction of celebrity endorsers and
discusses about the process of the celebrity endorsement. The article defines the celebrity
8
behalf
. The article has given a
very vague definition of a celebrity endorser because there are a lot of celebrities who act
because they like to act and they do not really care about the public recognition. Also any person
who enjoys public recognition is not a celebrity, the article was written in 1989 and in 2012 the
definition of a celebrity endorsement has evolved.
Further t
The contrast between celebrities and models is wort
9
.
The stage one of the article determines the differences between the celebrity and a model
endorsement which will be further discussed in the analysis section. The article mentions that
6
Sherman
January 28, 2010).
2012].
7
Journal of Consumer Research, (December 1989): pp. 310-321.
www.jstor.org/discover/10.2307/2489512?Search=yes&uid=3738832&uid=2&uid=4&sid=4769
9031608837 [Last accessed: 24th May 2012].
8
9
McCracke
‫ﻭﻭ‬ Celebrities deliver meanings of extra subtlety, depth,
10
whereas, a fashion model
these useful meanings are relatively imprecise and blunt. Celebrities offer all
11
. The whole stage one of the article one way or the other
favors the celebrity endorsement on the contrary it also mentions Anonymous actors and models
are charged with meaning, and, obviously, they are available at a fraction of the cost. Indeed, for
most advertising purposes, the meanings that can be "imported" through an anonymous model
12
. Furthermore the article in stage one supports the celebrity
endorsement by giving an example of John Houseman and others. The article mentions that
celebrities bring their original character and new meaning to the endorsement, which gives
endorsement a whole new level on the contrary the models are usually borrowing and acting out.
As one goes into the details the article has criticized that the celebrities generally do not like
repeating the roles because they say it effects their carrier but they are unaware of the fact that
13
10
11
12
13
‫ﻭﻭ‬ The article has supported the celebrity endorsements but they did not talk about the positive
points in endorsements where a model is used or the negative points in celebrity endorsements.
their careers, their art form, and the endorsement
14
Which gives them less room to explore in the
advertisements where as an anonymous or a famous model that has no boundaries because they
are not type casted can explore and can express more. One will agree with most of the positive
points discussed above but the article has not explored both the sides but just positive. If it is a
comparison in the article between the model and celebrity, the comparison should have been
done fairly but the article gives good insights about the celebrities in stage one.
Troubles in the celebrity endorsement written by Steve Mckee15, an article talks about all the bad
possibilities a celebrity endorsement could bring to the brand. The article begins by giving
examples of different celebrities who are endorsing different brands. The article mentions that
celebrities are not just expensive but it is also a very risky attempt unless the basic grounds are
clear16.
14
15
McKee
14th
November, 2008).
www.businessweek.com/smallbiz/content/nov2008/sb20081114_106175.htm [Last accessed:
11th February 2012].
16
McKee
November, 2008).
14th
‫ﻭﻭ‬ The article questions if the clients and the marketing firms are being smart or if they are being
lazy17
18
which is explained as an endorser A
who wears a product B and drinks product C19. If the person who is endorsing the whole brand is
also using another brand in his real life the masses would also want to do that. In continuation to
that the article talks about how the celebrity endorsement becomes more impactful if the there is
a natural match between the product and the celebrity which takes the endorsement of that brand
to another level. One should always consider an ambassador or the endorser after being aware,
being aware of the fact that if the celebrity has a strong connection with that product in real life it
will be a very strong point for the marketing strategy. Even if the celebrity is not using that
product in real life one should see if the celebrity matches the product that is going to be
endorsed by him or her for example Michael Jordan endorsing Nike makes sense but Catherine
Zeta Jones for T-Mobile does not make sense20.
17
McKee
14th November, 2008).
18
McKee
14th
November, 2008).
19
McKee
14th
November, 2008).
20
McKee, S
November, 2008).
14th
‫ﻭﻭ‬ Another way to do it is to show a celebrity using the product wh
21
. Once gets a very strong link if the
connection is made between a product and a celebrity of a model, celebrity in this way this will
attract a lot of consumers and will benefit the brand. In the next few line the article talks about
the wrong choices made by the brand while picking the endorser, because those endorsers had no
connection with the products. Like Catherine Zeta Jones for T-Mobile, Emmitt Smith for Just
For Men, Jason Alexander for KFC are the few incorrect endorsers for the brand which this
article has mentioned22. Again the article mentions that the companies are spending money but
unless there is a naturel connection with strategy, it will not be anything more than an expensive
date
23
.
In another paragraph the article talks about the risks with which a brand can be affected that is
the risk of celebrities getting caught by paparazzi24. The risk of getting caught doing something
21
McKee, S
14th
November, 2008).
22
McKee
Bloomberg Business Week. (Posted: 14th
November, 2008).
23
McKee
14th
November, 2008).
24
McKee
November, 2008).
(Posted: 14
th
‫ﻭﻭ‬ embarrassing
25
. The media has become very active and small news spreads like fire. One wrong
act of a celebrity can bring the whole brand down and everything can be devastated. The risk of
celebrities getting caught by paparazzi has increased in the last couple of years which means
more risk to the brands26. Sometimes celebrities do it themselves so that they become famous.
For example Meera whose fallen prey to their antics multiple times, one such instance being the
interview run through with fashion photographer Tapu Javeri .27 Similarly, an infamous offcamera video of a prominent television host, Dr. Amir Liaquat was also released28. These videos
not only served a huge blow to their careers but also to the brands they were endorsing as well.
In the last paragraph the article talks about the other better ways through which a brand can be
endorsed29. It says that if one feels that brand is in the need of additional equity, instead of
25
McKee
14th
November, 2008).
26
McKee
(Posted: 14th
November, 2008).
th
Meera. Javeri, Tapu.
December 2009).
http://www.youtube.com/watch?v=bYaP8-x_efg [Last accessed: 14th April 2012]
.
28
y Motion. (Posted: 15th August 2011).
http://www.dailymotion.com/video/xkjhu2_aamir-liaquat-hussain-exposed_news [Last accessed:
14th April 2012].
27
29
McKee
November, 2008).
14th
‫ﻭﻭ‬ borrowing it from a famous celebrity one should develop it himself
30
. One can invest in
developing original creative ideas that will make your brand standout instead of hiring a celebrity
which is temporary31.
To conclude, the article gives good examples and talks about the negative aspects of the celebrity
endorsement only32. It would have been better if the article had compared the celebrity
endorsement with the other alternatives of endorsements. The risks that they have discussed are
to the point and makes sense. The major risk that brand can have due to celebrity endorsement is
the celebrity getting caught by paparazzi. Overall the article gives examples of everything it has
covered which makes it more relevant to this dissertation.
30
McKee
Business Week. (Posted: 14th
November, 2008).
31
McKee
14th
November, 2008).
32
McKee
14th
November, 2008).
‫ﻭﻭ‬ b. The process of endorsement and its effects on people
33
As mentioned while discussing the article who is a celebrity endorser? Cultural foundation of the
endorsement process Written by Grant McCracken 34, the celebrities gives their own new
meanings which is more realistic for the audience to understand and relate to. The illustration
given above clearly shows the process of a celebrity endorsement. As mentioned earlier in the
article called who is a celebrity endorser? Cultural foundation of the endorsement process by
Grant McCracken35. A celebrity is type casted and it helps add more meaning to the endorsement
because they already have a certain image for the masses because of their previous work on the
television or in the movies. The celebrities who have the pervious meanings and images attached
33
34
35
‫ﻭﻭ‬ to them, they take that forward in the endorsements. As you can see the square box which says
culture has objects, persons, context and role written inside pointing towards the celebrity. Those
are the pervious roles and different images celebrity has already portrayed in the previous work,
which a celebrity transfers it to the product. The product is consumed because of the meanings
which had been previously attached to the celebrity and also the new meaning the celebrity gave
to the endorsement.
Another article called Connecting with Celebrities by Jennifer Edson Escalas and James R.
Bettman36. The writers had done an extensive research about this topic, it focuses on the
meanings associated to celebrities with in the culture. Their work was based on the knowledge
that the people are involved in the behavior of consumption, which helps them create their
personal identities and self-concepts.
Their first research shows that the response of the masses was changing with the changing
celebrities. The people who liked celebrity A consumed the product more as compared to how
much it was consumed earlier. The people who did not like celebrity A they started using another
product, the only reason to that was the marketing was done by the celebrity A which they
cannot relate to. The people who liked celebrity B consumed the other product more and the
people who liked celebrity A did not use that product and vice versa37. The research shows the
36
37
‫ﻭﻭ‬ changing behavior of the masses as the celebrity changes, their consumption is also changing and
the only reason to that is the celebrity which is endorsing the brand. Again here the behavior of
the consumers is not just positive, the product gets less in use also by the consumers if the
celebrity is someone who they can relate to. Whereas, a fashion model will have very less
chances of becoming the person because of which the consumers would use the product less.
The second research that the article has is about the product raising or lower the self-esteem of
the consumers, it is about consumers getting influenced by the brand, and the celebrity who is
endorsing the brand. The research is about people engaging in self enhancement because of the
lower self-esteem complex or the inferiority complex. This second research has given us an
insight about consumers using a certain product to achieve their self enhancement goals. The
research shows that people wanted to enhance their self-esteem by using a certain brand that are
endorsed by the celebrity that they inspire to be like or are similar to. The research also shows
that the people who try to develop a higher self-esteem by using a certain product rejected the
brands which are endorsed by the celebrities who do not match their desired self-image and
celebrities with symbolic images. The consumers do not from a self-brand association to an
unknown brand even if it is endorsed by a famous celebrity 38. The research supports the idea that
the consumers who want build their self-esteem are the only people respond more to celebrity
38
‫ﻭﻭ‬ endorsement and a big brand name. Again here the point comes that the celebrity endorsement is
not appropriate every time, thus the idea of using a fashion model also works. It would work for
the people who want make self-brand connections to build their self-esteem and also would work
for the people who do not care about the brand connection and the self-esteem.
To conclude this article, the research shows that the consumers consume a certain product or a
brand which has images of the celebrities they want to be like, but it is not just the image of the
celebrity with any brand, the image of the celebrity and the image of the brand has to be similar
to make it a successful marketing gimmick. To judge the effectiveness of a celebrity
endorsement, all three elements of the endorsement must be taken into consideration (celebrity
image, brand image, and consumer aspirations). The article has analyzed the questions of the
research thoroughly but the different perspectives are missing in the article.
‫ﻭﻭ‬ Findings
Different endorsements are done according to the varying brand and its requirements. A survey
was conducted online to further analyze the literate reviewed and the interviews conducted.
Simple questions were asked to gather the data related to endorsements. Two brands with
different ways of endorsement J. and Asim jofa lawn were chosen to see the various responses of
the consumers.
5 ‫ ﻭ‬ ‫ ﻭﻭﻭ‬ ‫ﻭ ﻭﻭﻭﻭ‬ ‫ﻭ‬ ‫ﻭﻭﻭﻭ‬ ‫ﻭﻭﻭ‬ ‫ ﻭﻭﻭﻭ‬ ‫ﻭﻭ‬ ‫ﻭ ﻭﻭﻭﻭﻭﻭ‬ ‫ﻭ ﻭﻭ‬ ‫ﻭﻭﻭ ﻭﻭ ﻭﻭ ﻭ‬ ‫ﻭ ﻭ‬ ‫ﻭﻭﻭ‬ ‫ﻭﻭ ﻭﻭﻭ ﻭ‬ ‫ ﻭﻭﻭ‬ ‫ﻭﻭﻭ‬
‫ ﻭﻭﻭ‬ ‫ﻭﻭ‬
‫ ﻭﻭﻭ‬ ‫ﻭﻭ ﻭﻭ ﻭ‬
39
Figure 1
The pie chart in Figure 1 shows an enormous support to the idea of using a face in the
endorsements.
39
th
April 2012), (Summarized: 13th June 2012).
https://docs.google.com/spreadsheet/viewform?formkey=dF9wZ2cwanNndFljU1MtaHc5ZTJtbF
E6MQ [Last accessed: 13th June 2012].
‫ﻭﻭ‬ ‫‪ ‬ﻭﻭ ﻭﻭ ﻭ‪ ‬ﻭ‪ ‬ﻭ ﻭ‪ ‬ﻭﻭﻭﻭ‪ ‬ﻭ ﻭﻭ‪ ‬ﻭ ﻭﻭﻭﻭﻭ ﻭ‪ ‬ﻭ ﻭﻭ‪ ‬ﻭﻭﻭ‪ ‬ﻭﻭ‪ ‬ﻭ‪ ‬ﻭﻭ‪ ‬ﻭﻭﻭﻭﻭ‪ ‬ﻭ ﻭﻭ‪ ‬ﻭ ‪h‬‬
‫‪ ‬ﻭ ﻭﻭﻭﻭ‪ ‬ﻭ‪ ‬ﻭ ﻭﻭﻭﻭ ﻭ‪ ‬ﻭ ﻭﻭ‪ ‬ﻭ ﻭ‪ ‬ﻭﻭﻭ ﻭﻭ ﻭﻭ ﻭ‪ ‬ﻭ ﻭﻭ‪ ‬ﻭﻭﻭﻭ‪ ‬ﻭﻭ‪ ‬ﻭﻭ‪ ‬ﻭﻭﻭﻭ ﻭﻭﻭﻭﻭ‪ ‬ﻭ ﻭ‬
‫‪ ‬ﻭﻭﻭﻭ ﻭﻭﻭ‪ ‬ﻭ ﻭﻭ‪ ‬ﻭ ﻭﻭﻭﻭ‪ ‬ﻭﻭ‪ ‬ﻭﻭﻭ‪ ‬ﻭﻭﻭ ﻭﻭﻭ ﻭ‪ ‬ﻭ ﻭﻭ‬
‫ﻭ‬
‫‪ ‬ﻭﻭﻭ‬
‫ﻭ‬
‫ﻭ‬
‫‪ ‬ﻭﻭ‬
‫‪ ‬ﻭﻭﻭﻭ‬
‫‪ ‬ﻭﻭﻭ‬
‫‪ ‬ﻭﻭﻭ‬
‫ﻭ‬
‫ﻭ‬
‫‪ ‬ﻭﻭ‬
‫‪ ‬ﻭﻭ‬
‫ﻭ‬
‫ﻭ‬
‫‪Figure 2‬‬
‫‪ ‬ﻭﻭﻭ‬
‫‪40‬‬
‫‪In figure 2 again the support goes for the endorsements using celebrities and models.‬‬
‫‪ ‬ﻭﻭﻭ‪ ‬ﻭﻭ‪ ‬ﻭﻭﻭﻭﻭﻭ‪ ‬ﻭﻭﻭ‪ ‬ﻭﻭﻭ‪ ‬ﻭﻭ ﻭ ﻭ‪ ‬ﻭ ﻭﻭ‪ ‬ﻭﻭﻭ‪ ‬ﻭﻭ‪ ‬ﻭ‪ ‬ﻭ ﻭ‪ ‬ﻭﻭﻭﻭﻭ‪ ‬ﻭ ﻭﻭ‪ ‬ﻭ ‪h‬‬
‫‪ ‬ﻭﻭ‪ ‬ﻭﻭﻭﻭﻭ ﻭ ﻭﻭ‪ ‬ﻭﻭ‪ ‬ﻭﻭ ﻭﻭ ﻭ‪ ‬ﻭ ﻭ‪ ‬ﻭﻭﻭﻭ ﻭﻭﻭﻭﻭ‪ ‬ﻭﻭ‪ ‬ﻭﻭﻭﻭ‪ ‬ﻭ ﻭﻭ‪ ‬ﻭﻭﻭ ﻭ‪ ‬ﻭ ﻭﻭﻭ ﻭ‬
‫‪ ‬ﻭﻭﻭﻭﻭ‪ ‬ﻭﻭ‪ ‬ﻭﻭ ﻭﻭ ﻭ‪ ‬ﻭ‪ ‬ﻭ ﻭ‪ ‬ﻭﻭﻭﻭ ﻭﻭﻭﻭﻭ‪ ‬ﻭﻭ‪ ‬ﻭﻭﻭ‪ ‬ﻭﻭ ﻭ‪ ‬ﻭ ﻭﻭﻭ ﻭ‪ ‬ﻭ ﻭﻭ‬
‫‪ ‬ﻭﻭﻭﻭ ﻭ ﻭﻭ‪ ‬ﻭﻭﻭ‪ ‬ﻭ ﻭﻭﻭﻭ‪ ‬ﻭﻭ‪ ‬ﻭ ﻭﻭ‪ ‬ﻭﻭﻭ ﻭﻭﻭ ﻭ‪ ‬ﻭ ﻭﻭ‪ ‬ﻭﻭﻭﻭ ﻭ‪ ‬ﻭ‪ ‬ﻭﻭﻭﻭﻭﻭﻭﻭﻭﻭ ﻭﻭ‬
‫ﻭ‬
‫‪ ‬ﻭﻭ ‪ ‬ﻭﻭ ‪ ‬ﻭﻭ‬
‫ﻭ‬
‫‪ ‬ﻭﻭﻭ‬
‫ﻭ‬
‫‪ ‬ﻭﻭ‬
‫ﻭ‬
‫ﻭ‬
‫‪ ‬ﻭﻭﻭ‬
‫ﻭ‬
‫ﻭ‬
‫‪ ‬ﻭﻭﻭ‬
‫ﻭ‬
‫‪Figure 3‬‬
‫‪41‬‬
‫‪ ‬‬
‫‪April 2012), (Summarized: 13th June 2012).‬‬
‫‪th‬‬
‫‪40‬‬
‫‪https://docs.google.com/spreadsheet/viewform?formkey=dF9wZ2cwanNndFljU1MtaHc5ZTJtbF‬‬
‫‪E6MQ [Last accessed: 13th June 2012].‬‬
‫‪ ‬ﻭﻭ‬
In figure 3 the comparison between the two types of endorsements is questioned and the result
clearly shows the support going towards endorsement which uses celebrities or models as
compared to the endorsements using no face.
What comes to your mind when you hear the brand Asim Jofa?
IMAN ALI, lawn prints, colorful prints and designs l
annoying 'i carry hermes' billboards, iman ali, emaan ali posing and exposing , no idea, iman ali,
Dont know about it, Iman ali.
42
Figure 4
People mentioned the name of Iman Ali five times when asked about Asim Jofa which clearly
Asim jofa lawn and not the ready to wear or couture collection but yet she has become the
identity of the brand.
What comes to your mind when you hear the brand J.?
decent clothes, clothes, something traditional and simple, so so..., Men's Kurtas, ,dil dil Pakistan
man, his lawn, Maulana Sahab and Uncles , design and quality, lawn prints, Nothing, Clothes,
hot air balloons, Junaid.
43
41
Figure 5
th
42
th
‫ﻭﻭ‬ Eight People mentioned clothes and also Junaid Jamshed which means that people know the
brand because of his identity. The whole brand is using his identity to sell the clothes without the
use of any model or celebrity. Consumers still remember him, and still can connect to him
because of his early career.
This concludes to the point that one needs to have an association with a celebrity or a model to
make the identity of the brand successful. Junaid Jamshed is using no endorser but himself and
his name which he developed in t
Asim Jofa was new, was no celebrity or a big name hence he needed a famous face to associate
with his brand.
43
th
‫ﻭﻭ‬ Analysis
This part of dissertation will combine the primary and secondary research which includes the
literature review, interviews and survey which will be analyzed to answer the question of the
dissertation. Earlier in this dissertation the research on the history of celebrity endorsement,
definition of a celebrity endorser was discussed. Furthermore, the clash of celebrity and a model
was done. Similarly, the positive and negative points of the celebrity endorsements were brought
forward. Moreover, about the process of celebrity endorsement and the different ways it affects
the people was also brought to light.
a. Selection of a face
The reasons of why a certain face is picked is because the brand has certain requirements, be it a
celebrity or a fashion model, they need to fit the standard of the brand to endorse it44. As
discussed earlier that a celebrity needs to have a natural connection with the brand, the article
cites Michel Jordan endorsing Nike as successful example45. Every brand has different brand
image and according to their target market their ideology is maintained.
According to a leading fashion editor and stylist of Pakistan Mr. Zurain Zaheen Iman, a model
needs to be photogenic with symmetrical face proportions and should fit the product being
sold46. One has to be appropriate according to the requirements of the brand because A 15 year
44
Zurain Zaheen Imam interviewed 1st April 2012. [Interview was conducted on Facebook email].
45
McKee
14th
November, 2008).
46
‫ﻭﻭ‬ old selling age preventing cream is not relate-
47
. The fashion industry seems to have set a
certain standard image of beauty that it adheres to and refuses to step out of the box since that is
what works as evident from Imam
symmetrical. Moreover, Imam has experienced both international and international market which
makes his interview valid to both the markets.
Whereas, Lars Burmeister the ambassador of Aqua Di Gio by Giorgio Armani, Hugo boss and
several brands giving us an international approach mentions every brand looks for a certain kind
of look for this he cites Hugo Boss as examples.
kind of look. The
48
and similarly every
brand has its own signature look it. Being in the industry for a decade he knows
49
. As
evident from his interview that the brand identity is very important and the face associated with it
should be representing it for example you usually cannot expect a girl with short hair to endorse
a shampoo or hair oil. However another model Noah Mills the face for Dolce & Gabbana giving
us an international approach mentions
face he singles out that the face should be someone who can bring intensity and life to the
pictures, someone who can speak well, be a spokesperson and sell the product 50. Adding to what
47
48
Lars Burmeister interviewed 31st march 2012. [Interview was conducted on Skype and was recorded
and transcribed].
49
and transcribed].
50
Noah Mills Interviewed on 24th December 2011. [Interview was conducted on yahoo email].
‫ﻭﻭ‬ Imam said Mills highlights that character is important to be brought out into the pictures to sell
the product.
Ahsan Rahim a noted director mentions that the selection of a model or an emerging talent lays
51
.
The clients look for the basics of acting and a model can be associated to not every brand
because every brand is different, has different approach and requirements52. As mentioned earlier
in the literature review that
depend upon typec
53
Again this quote makes it eminent that the actors and models are
type casted, they need to have a certain personality, character, a specific look that a brand
requires. Noah supports this argument by giving an example of
Gandy. They both did tons of campaigns for one product only. David on Golce and Gabbana and
Lars for Hugo boss. That just means that they are effective models and the brand really like the
way they work as models and as endorsers.
54
. Burmeister himself mentioned above that Hugo
Boss looks for a perfect Classic German man look 55
Burmeister had mentioned earlier because Burmeister is doing numerous campaigns of Hugo
Ahsan Rahim Interviewed on 21st January 2012. [Interview was conducted in person and was recorded
and transcribed].
51
52
and transcribed].
53
McCracken, Grant.
54
55
and transcribed].
‫ﻭﻭ‬ Boss because he has the required signature look which works well for Hugo Boss and the same
with David Gandy for Docle and Gabbana. It makes it further clear that the models and actors
are type casted according to the different requirements of different brands.
I agree to quote mentioned above from the article,
above that typecasting is done and it makes the endorsement successful. You require fixed
characteristics to endorse a certain brand but at the same time I think it at some point it will make
nant and weary for the consumers. The brand at the end will have to
experiment and change the set standards of characteristics to make the brand more exciting.
The arguments and the supports clearly makes an eminent point that celebrities and even the
fashion models to endorse a certain brand need to have those set characteristic that a brand image
requires. Every brand has a different target market, different approach, and different ways to
reach the consumers which makes the required characteristics different for each brand.
I think type casting makes the endorsements more successful because as mentioned earlier in the
literature review that celebrities bring their own original character and own new meaning to the
endorsement56 which makes the endorsement more believable and relatable . As a result it
makes the outcome of the overall endorsement better and more successful. We also come to a
conclusion that there are similarities between the international market and national market in the
way a face is picked to be an endorser.
56
‫ﻭﻭ‬ b. Face selling a brand
Since we have established that the ambassador is type casted depending on the brand image
which is very vital for the endorsement. To further analyze the possibilities of a face being
helpful to sell the brand to the consumer one will look at the literature reviewed and the
interviews conducted. Imam mentioned certain faces become so associated with a product that
consumers are more attracted to the face and persona more than the product itself or the
association with the celebrity makes the product more appealing and subconsciously more
effective
57
. I think it is done consciously and not subconsciously that the brand tries to make an
association, because they look for the person who can be associated with the brand as highlighted
above by Rahim and Burmeister.
On the contrary a spokesperson of Toni and Guy Pakistan and a renowned designer from
Pakistan Syed Rizwanullah, states that it is impossible in this time in Pakistan to make one face
strongly associated with a certain brand in such a way that the face is taken by the masses as the
spokesperson of that one brand only. He continued by mentioning that here in Pakistan there are
very few models, they are working with everyone and are not restricted to a certain brand only58.
One will agree to Syed Rizwanullah but there are certain rules even here in Pakistan mentioned
by Rahim, if for example model Ayyan is endorsing Ufone and Sunsilk, she cannot be the
endorser for another shampoo company or a telecom company at the same time59.
57
58
Syed Rizwanullah interviewed on 15th January 2012. [Interview was conducted on Skype and was
recorded and transcribed].
59
and transcribed].
‫ﻭﻭ‬ Rahim further added by saying that he as a director is selling a certain image of the brand and a
model or a celebrity adds to the image of the brand, first the consumers are buying the image of
the brand and if they have bought the image initially, eventually they buy the product60. Again
emphasis of Rahim is about the brand image as he mentioned above the importance of it. Now
here Rahim states for the brand image it is very imperative to have a face because it makes the
brand image stronger and the consumers buy the image first, then the brand and not the product
itself directly61. This makes the argument above even more stronger where Imam commented
about the branding being successful because of the association of a certain face with the brand62.
I agree with Rahim that the consumers buy the image of the brand first, if that is successful only
after that the consumer buys the product of the brand. Suppose a new brand is in the market and
rand, the only way a consumer can be
attracted towards the brand is through the brand image and as discussed earlier that a brand
image is strong if a face is successfully associated with it. For example Asim Jofa lawn, it was a
new brand that masses were not aware of but the brand image was strong because a super model
and a celebrity Iman Ali associated with it, as a result the brand sold the products.
The survey conducted online in Figure 1 given in findings section also supports the idea of using
the face63. The creative director of JWT.
and transcribed].
60
61
and transcribed].
62
63
th
‫ﻭﻭ‬ on which face and which brand
64
again she agrees that associating a face with a brand helps in
the marketing of the brand. At the same time she give a hint of brand plus face association and
65
Burmeister cites the examples of Hugo Boss
that was discussed earlier.
Hugo boss
their stock market got up. So, I was thinking was it because of the clothes and was it because of
66
.
I agree to Sarah Mouqim that a face adds values to the brand and it helps in the promotion of the
brand which was supported by the insight Burmeister gave. The brand should be dependent on
the quality of the product and its identity but again face promoting the brand becomes the part of
the identity. The ambassador of the brand helps as established after the analysis above but the
face keeps changing after every few seasons which somehow give a subtle change to the brands
identity. That is why it is better for the brand not to be dependent on the face promoting it. Again
one can see clear support from national and international interviewees for using a face.
c. Endorsement without the endorsers
After establishing that selling a brand image to the consumers is the first task which becomes
easier if a face is associated with the brand. Now one will explore the effect on the brand which
has no face associated with it. I will put forward Imam
products like Elizabeth Arden 8 Hour Cream, it has a cult status because models always say that
64
Sarah Mouqim Interviewed on 30th April 2012. [Interview was conducted on Yahoo email].
65
66
and transcribed].
‫ﻭﻭ‬ they use it and it is indispensable to them yet it has never taken a model to advertise it
67
. When
asked about the products which are well established and do not need any face association with
the brand, he highlighted Dentonic tooth powder and Rooh Afza drink68. When it comes to
Dentonic tooth powder, they did use an animated character to associate with their brand and that
character had a face which could connect to the target audience and in that time it was something
new for the viewers to see something like that, that is why I feel it had more impact then.
Coming to the second product Rooh afza, it has been associating the product with the famous
Bollywood actor Juhi Chawala in India69, Rooh Afza has its own identity and yet it has a face
associated with it which is not over powering
tity.
Rahim putting forward Ufone as an example mentioned that Ufone has faces associated with
them but there are times where their TVCs and print ads are just typographic because they want
to focus on 50 paisa per minute offer. So, according to Rahim using no faces works extremely
well when he has to focus on a certain offer. Rahim also highlighted the advertising of the
clothing line J. by Junaid Jamshed, he mentioned the fact that there is no face used or associated
to the brand70.
As earlier discussed in the findings section in figure 5, it is because when this brand J. started
people in their mind could associate a famous celebrity to his clothing line which helped him in
67
68
69
Kumar, Sachin.
-
th
June 2010).
http://www.hindustantimes.com/business-news/CorporateNews/Hamdard-gives-century-oldRooh-Afza-a-facelift/Article1-564510.aspx [Last accessed: 11th march 2012].
70
and transcribed].
‫ﻭﻭ‬ the advertising. He did not need to try hard and develop a brand image, it was already there for
him.
On contrary both the statements discussed above by Imam and Rahim. Mills pointed out that
71
of
and gave the example
ecret. He continued by saying that it is just an underwear company but it has
become huge because of the models, they endorse it, make the product look comfortable and
sexy72. The second example he cited was the model Lars for Aqua Di Gio by Giorgio Armani, it
is just a simple perfume but the market has become immense just because of the right choice of
the model and the way everything was put together in the campaign 73. The third example was
himself for Dolce and Gabbana, those are just nice clothes and the reason Dolce and Gabbana
has become huge is because of the faces associated with the brand and the way it was marketed.
He further elaborated his thought by saying not everybody loves to shop, if no one will endorse
need designer clothes, and they
will just stick to the usual, regular and cheap clothes. So, models really play a big role in the
marketing of a product74.
71
72
73
74
‫ﻭﻭ‬ As discussed earlier in figure 3 in the findings section that people supported endorsements using
and endorser more75 which goes in favor to what Noah has said. I agree to the statement of Noah
Mills because of the good examples he has given and also he brought to light the fact about the
consumer behavior of how they can go back to usual clothes if consumers do not find the
campaign attractive. As we have already concluded above that the associating a face helps in a
good campaign. Adding to what Mills said Burmeister states
magazine would look boring and no one would buy
76
77
important to have it for me,
.
.This is
again a very interesting point brought to light by Lars, imagine the magazine without these
models and celebrities. It will be just type and product shots which will make people get bored
immediately.
I agree to Burmeister that the magazines and TVCs or any kind of advertising is going to look
uninteresting and it will be a really big challenge for advertising companies to market any
product without using any faces. Having said that I also think that every type of advertising
ed a model or a celebrity, Rahim gave a very good example about Ufone above which
makes my point even more clear.
75
Karachi. (Posted: 16th April 2012), (Summarized: 13th June 2012).
76
and transcribed].
77
‫ﻭﻭ‬ The argument above concludes to the point that even though most of brands are using the models
and celebrities in the advertising because it helps as we have discussed above. One should be
intelligent enough to make these decisions of where to use a model or a celebrity because there
are other ways to advertise, Dentonic being one of the great examples given by Imam above
using a face but in the form of animated character. I also agree to what Lars mentioned above
magazine must have models otherwise nobody would ever buy a magazine if it is just the product
and type.
d. The clash between the endorsers
78
The contrast between celebrities and models is worth
as discussed earlier in the
literature review. Sarah Mouqim when asked who she would prefer from the two commented
79
the two might be considered similar. Imam
which makes a point that in her field
Her beauty may also not be
80
supporting to what
Imam said the article discussed in literature review comments about models by saying these
useful meanings are relatively imprecise and blunt. Celebrities offer all these meanings with
81
. On the contrary the same article puts forward another thought by saying
78
79
80
81
‫ﻭﻭ‬ Anonymous actors and models are charged with meaning, and, obviously, they are available at a
fraction of the cost. Indeed, for most advertising purposes, the meanings that can be "imported"
82
. I agree with Imam that a models beauty
is not approachable and achieve able but that will not make me feel distanced from the product, it
will only make the product look more exclusive to me. Also the meaning that models bring to the
endorsement might be imprecise and blunt only if the model is not according to the requirements
of the brand
Catherine Zeta Jones for T-
83
or a teen age
fashion model selling age prevention cream is not relatable. I also agree that charge much less as
compared to celebrity endorsement and what models provide to the endorsement is good enough
if they are casted according to the requirements of the brand.
It is a fashion magazine it not an acting magazine. So, we are expected to be in that magazine
84
Burmeister commented. Burmeister mentioned that celebrities are
82
83
McKee
14th
November, 2008).
84
Lars Burmeister interviewed 31 st march 2012. [Interview was conducted on Skype and was recorded
and transcribed].
‫ﻭﻭ‬ 85
As
discussed in the literature review in the article troubles in the celebrity endorsement by Steve
Mckee, celebrities are known to masses and are recognizable, they have more chances of getting
caught in their personal life by paparazzi 86. Paparazzi exists in Pakistani entertainment industry
also, and we have examples like Meera whose off camera interview practice with Tapu Javeri
was released87 similarly a famous host form television Dr.
released88. These videos affected not just their carriers badly but also the brands they were
endorsing were heavily affected.
The discussion above concludes to the point that if models are casted well according to the
requirements of the brand, they can do the job well with less amounts of money spent and less
risks of ruining the brands image by any paparazzi. Since models are not as famous as celebrities
and are not type casted like celebrities as discussed earlier in the literature review89, it gives them
Lars Burmeister interviewed 31 st march 2012. [Interview was conducted on Skype and was recorded
and transcribed].
85
86
McKee
14th
November, 2008).
87
th
December 2009).
http://www.youtube.com/watch?v=bYaP8-x_efg [Last accessed: 14th April 2012].
88
Posted: 15th August 2011).
14th April 2012].
89
‫ﻭﻭ‬ more room to explore and experiment. Celebrities are very powerful and are great endorsers only
if they have a natural connection with the brand as discussed earlier 90.
e. The influence of endorsement on masses
The discussed earlier in literature review, the research shows the changing behavior of the
consumers as the celebrity changes, their consumption is also changing and the only reason to
that is the celebrity which is endorsing the brand91. The impact of the changing endorser is
affecting the brand as a celebrity changes the consumer behavior changes92.
brand associations that are the result of aspirational celebrity endorsement to communicate their
self-concept, particula
artic
93
.The second research from the same
people motivated to enhance their self-esteem form connections to brands that
90 90
McKee
14th November, 2008).
91
Celebrity Endorsement, Brand Meaning, and Selfunknown, 2007)
92
93
‫ﻭﻭ‬ 94
images that do not match their desired self-
95
At the same time the
Which means somehow celebrities can
inspire the consumers in one way or the other.
On the contrary to what the article mentions, Imam
Her beauty may also not be
96
which is completely
nsumers
are affected both in a positive and in a negative way depending on the endorser of the brand and
also the celebrities can inspire consumers which eventually benefits the brand. A consumer
cannot achieve the beauty of a model or a celebrity, I agree with Imam there but I do not think it
will create a distance between the product and the consumer. It will inspire the consumer one
way or the other which will eventually affect the brand in a positive way.
When asked about the effect of different types of endorsements,
94
Celebrity Endorsement, Brand Meaning, and Self-Brand
unknown, 2007)
95
Escalas, Jennife
96
‫ﻭﻭ‬ 97
on the contrary Mills hilted the
fact th
98
. Adding to what Mills said Rahim
my job to make the commercial or the video work for the masses, because only through that I am
99
. Rizwanullah has completely disagreed that it is not his responsibility
on the other hand Rahim and Mills refute his stance and talk of doing their job well to get the
masses involved into it.
I personally disagree with Rizwanullah here because as a media personality he should be aware
of the negative possibilities which might be projected and in turn embraced by the masses. If you
are on television in anyway, everyone can see you be it children, teenage boy and girls or any
adult hence it will affect them in a positive or a negative way as mentioned above celebrities
inspire the masses and consumers. Which is the reason why models who weigh less are banned
The 19 editors of Vogue magazines around the world
100
models and celebrities effects the masses
positively and negatively, that is the only reason Vogue magazine has taken this step.
97
98
99
and transcribed].
100
Vogue bans tooth
(Posted:4 May 2012).
http://news.yahoo.com/vogue-bans-too-skinny-models-pages-204948851.html [Last accessed: 13th
June 2012].
‫ﻭﻭ‬ Conclusion
Conclusivel
a face becomes a
divided into several parts to answer the question of the dissertation in the best possible way. The
first part was the process of selecting a face for the endorsement followed by the advantages and
disadvantages of associating a face with a brand. Another aspect discussed was endorsements
without the use of any celebrity or a model. Also, the effect of the endorsements on the people
was analyzed.
After the analysis the research comes to the conclusion that there is a set criterion for a face to be
picked as an endorser nationally and internationally which has major similarities like having a
required set standard look that a brand needs. It was also found out through the research that the
brand needs required set standards because the endorsement which has a natural connection
between the endorser and the product was found out to be relatable and more successful.
The research also resolved that associating a face with a product is of crucial importance as
discussed in the analysis because consumers get affected by the person endorsing the product and
yet using a face is not an obligation. Many examples given in the analysis section proves that in
the advertising associating a face is not always necessary. The research also clarifies that in the
magazines having models or celebrities is a must else it will be extremely uninteresting to just
have product shots and type. The research concluded that a face becomes the brand only if the
basic grounds like having a natural connection with the product are clear. Which make the
association of a face with the brand extremely strong and eventually becomes the identity of the
brand without which the brand image looks incomplete.
‫ﻭﻭ‬ This research has been important because there is not much research done and written about the
selected topic in our country, it might help answer the different questions of numerous people
who are curious about the glamour industry. This research not only answers related to the local
market but it also compares and gives the information related to the international market.
Furthermore, the research can delve into how does brand endorsement affects the consumers
physiologically or the change in consumer behavior. Also one can delve into why the stringent
standards come into being and how can that be challenged.
‫ﻭﻭ‬ APPENDICES
Appendix A
Interview No. 1: Noah Mills, international super model, spokesperson of Dolce & Gabbana
and many other brands.
1.
You have been an iconic face of Dolce and Gabbana, how and why did they pick
you?
Noah Mills, i think its because i showed them who i really am and i showed confidence.
they want guys that is really bankable and marketable and i think they saw that in me.
2. From no one to a face for biggest fashion brands in the world, how did it affect your
life?
it affected my life in many ways. before no one would even recognize me,i mean im a
nobody and just a simple citizen but now people ask for my pictures and autograph which
i think is pretty weird but at the same time i think its cool that people recognize me and
my work and of course my face because that means that i can really endorse a product.
also modeling made me more confident about myself and because of it i got my own
house and i got to help my family.
3.
What are the things you think they (who is picking you to represent a brand) keep
in mind while choosing you as a face of their brand?
i think first is the great personality and the charisma. does this guy have what it takes or
the face that we want? some stuff like that and they just dont want a pretty face bec you
can find an attractive guy in a second. they want someone that can model and can pose
‫ﻭﻭ‬ and can bring intensity and life to the photos and someone that can sell a product and can
be a spokesmodel.
4. What if there is no face and just the product? And how do you think it would affect
the brand?
i think people will get bored with it and will not pay attention to the product. for
example,victorias secret. why does every girl and sometimes guy buy their product? its
because of the models,they endorse it and make the product look cool and comfortable
and sexy too. another example is lars burmeister and me and the other models in dolce
and gabbana. we make an impact in the public and we talk to them about how great the
product is and show them that we use it and were comfortable with it and that makes
them buy it. plus an attractive model can really get the attention of the people and without
models the product will just be boring and people wont even check it out because lets
face it,not everybody loves to shop and if no one will endorse a product then nobody will
buy it because they dont really need designer clothes and they will just stick to the normal
and cheap clothes. so models really play a big role in the marketing of a product.
5.
that face and not the product?
its not that bad at all. we cant control what people want and think. if they want to buy the
product because of the model,its their choice and its our gain.you know what i mean?
6. How do you feel about becoming a product or have you ever felt that you have
become a product? people buying you not the brand?
‫ﻭﻭ‬ some point i felt that but i just told myself that its part of the job and the industry. if
people bought the product bec of me then that means that im doing my job well. so its
okay with me i got nothing against it. its the peoples choice as what ive said.
7.
Do all products need a face at all?
of course they need someone to endorse for them and someone who can represent their
product because mostly its the face that the people look at.
8. Who in your opinion is the most known "face that has become a product"? The
one name that comes to mind and why?
i want to say myself but i guess im just gonna say one name. i think it would be Lars
Burmeister or David Gandy. they both did tons of campaigns for one product only. David
on dolce and gabbana and lars for hugo boss. that just means that they are effective
models and that the brand really like the way they work as models and as endorsers.
9.
Why not celebrities? Why fashion models?
its because celebrities dont really know how to model. they dont know how to work with
the angles and the lights. they are trained to act and using acting in a photoshoot is not
really gonna work because itll look stiff. while we,models,knows whats were gonna do
because this is our forte and this is what we do.
10. How does your face affect the masses?
affects the masses in many ways. if you look good then the people will instantly love you
specially the girls and it will easily make them believe that the product that you are
endorsing is good because im wearing it and im using it. a good face is really a huge
‫ﻭﻭ‬ factor in this industry.
11. How does your face relate to the target market?
it relates to the target market because if the people loves you and likes the way you
endorse then they will buy the product and it will increase the target market of that brand.
So you really have to be marketable and a model should know how to capture the eye or
attention of the people.
12. What after being the face for a big brand for some time, and someone else replaces
you suddenly. How would you react to that?
Its ok to me. i cant model forever, i know that and new faces and younger faces will
you just follow and do what the job is and if im not the face of d and g anymore then i
have to move on to another one.
13. What do you have to say about famous models committing suicide, what do you
think is the reason? Any possible solution?
14. You have studied psychology. What would be your take on this topic considering
your studies?
i must say that this topic is really interesting. i liked how you managed to think out of the
box and its unique. i enjoyed answering it and it will really answer some of the questions
on the people`s mind about this industry.
15. Any knowledge or anything in specific you would like to tell me about my topic of
dissertation
‫ﻭﻭ‬ the product and the people who will buy it. Without models, products will not sell in the
way that the designers wants it to sell so models is like the spokesperson and the one that
makes a product famous and marketable.
thank you for this very nice topic and thanks for picking me. hope my answers are good
enough.
Interview No. 2: Zurain Zaheen Imam, Fashion editor, stylist and model coordinator.
1. You are one of the eminent fashion editors/stylist in Pakistan. Why do you think a
client would pick you? What qualities do you think a client saw in your work that
gelled with the brand?
As an editor or stylist I think a client might pick me because they might assess that I have
a good knowledge about fashion, a sense of aesthetics, proportions and am also good with
words and advertorial copy. They might even be attracted to the way I look, dress and
carry myself in a creative, fashion-forward way.
2. What are the things you keep in mind while choosing a fashion model as a face of
any product you are shooting for?
First of all. Is the model photogenic. Are her face proportions symmetrical. Also of
course it depends on the product being sold. If it is a clothing line for youngsters, is she
age appropriate.? if it is a age defying cream, is the model mature enough and convincing
enough to sell that product. A 15 year old selling age preventing cream is not relate-able.
A model should also be relate-able to a mass market. Will the fashion model do justice to
the product? IS she believable as a Beverly Hills Housewife for instance.
3. From an undiscovered talent to making someone the face on the cover of fashion
magazine in Pakistan. How do you think it affects that fashion models life?
‫ﻭﻭ‬ If the model appears on the cover of a leading fashion magazine and is noticed, she may
get offers from ad agencies to do campaigns. She will garner opportunities to do myriad
type of work. The way it might affect her is that she will have to manage her career and
be responsible. She may become a mini-celebrity with all the responsibility and
recognition that comes with it.
4. Do you think a face can be used or can become a product to sell the actual products
of the brands to the consumers?
I think certain faces become so associated with a product that consumers are more
attracted to the face and persona more than the product itself or the association with the
celebrity makes the product more appealing and subconsciously more effective like
Isabella Rossellini's did with Lancome. Other iconic names that come to mind are Kate
Moss for Rimmel and Lz Hurley for Estee Lauder perfumes.
5. What if there is no face and just the product? How do you think it would affect the
brand?
6.
model?
5 and 6. There are some products like Elizabeth Arden 8 Hour Cream that are so iconic
and have a cult status because models always say that they use it and tit is indispensable
to them. It i has never used a model to advertise it.
7.
What are your thoughts about the consumer being attracted to the face rather than
perhaps actually testing, liking the product before buying it?
Related to my answer for question 4.. Consumers are attracted to products by a lifestyle
association. If they see someone like Madonna modelling for Louis Vuitton, they might
believe some of her coolness may rub off on them if they carried a similar tote bag.
8. Have you ever felt that you have made a product/commodity out of a fashion model
and people are buying your model rather than your magazine?
Magazines have to sell and keep evolving. I think it would be a detriment to a magazine
if they kept using the same model on their covers as it would be monotonous and reek of
favouritism, Having said that certain editors may make a model a sex object and shoot
her like that again and again so she is associated with sex lie Neha from Lahore. So
whenever sexy clothes are being shown she may be booked as a commodity to help sell
them.
‫ﻭﻭ‬ 9. Do you think all fashion and beauty products need a face at all?
No I don't. I think organic skin care and beauty products don;t need a face. I am attracted
to a skin care product for example by what it promises me with active words ending in ing: FIRMING. PORE MINIMIZING BRIGHTENING. SOOTHING. etc.
10. Who in your opinion is the most known "Face that has become a product"? The one
name that comes to mind and why?
I don't really understand the argument. A face becoming the product. Strong associations
would be Kate Moss for Top Shop. Isabella Rosellini for Lancome.
11. Why celebrities for endorsements? Is it always successful? What are the negative
points in celebrity endorsements?
Consumers aspire and look up to celebrities and imagine if they use the product they are
so much nearer to living the lifestyle of the celebrity. The downside is that celebrities
lead public lives where everything is in the public eye so if they screw up which they are
liable to do with their exposure to wealth and vices, then the products they represent may
be tarnished for example in the case of Tiger Woods who lost many endorsements.
12. Why not celebrities? Why fashion models?
13. Why fashion models? What are the negative points in taking a fashion model as an
endorser?
12 and 13 A fashion model is a blank canvas and if I don;t know much about her life I
will not relate to her or associate myself with her. Her beauty may also not be
approachable or achievable and I will feel distanced from the product. A fashion model is
not someone to aspire to and one is not impressed with their achievements in the same
way as one is with a celebrity.
14. If a celebrity and a fashion model both are according to clients requirements for a
project who would you prefer if you were the client and why?
14. It depends on the product. For LAWN I might choose a celebrity becaue I am
targeting the masses who want someone to relate to like Mahirah Khan. Celebrities may
have more tantrums and issues and time restrictions...
15. How does your beauty and fashion shoots affect the masses? How does your work
relate to the target market ? Can they relate to the face you picked for the cover of
‫ﻭﻭ‬ the magazine or the shoot? Aspire to be like that face?
15 The shoots we did at Xpoze Magazine HAD to relate to the masses in order for the
magazine to sell so we avoided being to HIGH FASHION and styled the shoots in a way
that was achievable affordable yet still aspirational. Cover models were chosen according
to their current popularity; the hottest actresses, comediienne, TV anchor who the masses
looked up to or aspired to be like.
16. How do you prepare for the certainty of making the face for your magazine for
some time and then replacing it? What is the process? Do you inform the previous
fashion model who was the face beforehand? How would you react to that if that
happened to you?
16. Well there is an understanding that a model is being promoted as a face for a certain
time because her face sells covers..However this rarely happens in magazines as editors
space out use of a particular model over a period of time. Models are more associated
with photographers in this country at least. The model would be informed
BEFOREHAND that she is under contract for a period of time and there is the
inevitability of being replaced. Fashion is about CHANGE!
17. What do you have to say about famous models committing suicide? examples? What
do you think is the reason? And possible solution?
In my experience when your whole life and livelihood depends upon how you look and
you fail to develop other aspects of your life like mental growth through education then
you become a superficial void. Models are also hyper sensitive about their looks and
critical; one wrong comment can lead hem to anorexia and depression. They also
constantly find minor flaws and exaggerate them. Aging, being replaced by someone
younger and prettier, fading looks, not finding work, not having the limelight men taking
undue advantage and treating you like a sex object could all be reasons for depression
and ultimate suicide.
Margaux Hemingway was a famous example. She was a famous fashion model and
actress. She committed suicide in 1996 at the age of 41 via an overdose of Phenobarbital.
18. Any additional insight or anything in specific you would like to tell me about my
So the answers were ok, I hope. To answer question 17 a bit more. I would tell models to
finish their educations and slowly think about the next phase of their lives. Use their
contacts they have made to get in to acting, designing, PR or us the money to educate
‫ﻭﻭ‬ themselves more like my ultimate ALL Model and Woman, Christy Turlington who went
to Columbia University to study.
19. Which faces do you think in Pakistan became and has become the products... and
which products in Pakistan became and has become the faces only( the brands
which are dependent on the ambassador only n has no identity of its own?
Two very strong products which haven't needed faces to sell them have been Dentonic
tooth powder and Rooh Afza; both iconic brands. I think Lux Soap the soap of movie
stars DEPENDS on faces of movie stars for its brand; it has almost set itself up that way.
Be it Reema, Meera, Mahirah, Iman Ali or Umaima Malik. Without these faces the brand
does not have so much allure. I don't think any "face" as such has become the product as
models here are circulated and changed all the time. However Iman Ali is strongly
associated with Asim Joffa.
Interview No. 3: Sarah Mouqim, Creative director of Jwt. Karachi.
1. Which one is cheaper yet effective in advertising, using a model or celebrity to
endorse a product or using an animated character?
A celebrity and model can be the same people, I don't understand the difference. a model
can be a celebrity and a celebrity can be a model. There is no absolute answer, but
safeguard and lifebuoy aare examples of brands whose target audience are"kids/children",
so an animated mascot might work better.
2. Which one is more effective using a model/celebrity or an animated character or
typography?
It's an extremely vague question, with no absolute answer or research to support this. it
depends on the communication objective and the target audience.
3. What if there were no models and celebrities in advertising? how would it effect the
advertising and marketing of a brand or a certain product?
Celebrities add credibility and aspirational appeal, now it is difficult to imagine that no
brands will be endorsed by them, but if one does not have the option or budget to afford a
celebrity there are always numerous other ways of persuasion. There are many huge
‫ﻭﻭ‬ brands that never use a celebrity to endorse their product, e.g. HSBC, LEXUS, Land
Rover etc etc. but they still work.
4. If both a model and a celebrity are fulfilling a client's requirement and you have to
make a decision who would you pick and why?
What is the difference between a model and a celebrity?
5. What are the negative points in taking a celebrity in advertising of a certain brand
or product? what are the negative points in taking a model in advertising of a
certain brand or product?
Refer to the answer of question # 4.
6. How important is it to associate a face with a brand? on the scale of 1 to 10, 1 being
the highest ?
it adds value, but depends on which face and which brand.
Interview No. 4: Lars Burmesiter, international super model, Spokesperson for Hugo Boss,
Giorgio Armani and many more.
1. You are one of the icons in modeling. Why do you think a client would pick you
for any show, campaign, fashion shoots or ads? What qualities do you think they
saw in you which gelled with the brand?
i think because I know how to move I know how to pose I know my angles and I
really do my best in the job I always make sure that a job is done well I am focused to
Hugo Boss. Hugo boss is looking for its kind of its look the German boy next door or
those brands are good in formal wear or underwear.
2.
What are the things they keep in mind while choosing a fashion model as a face
of any product you are shooting for?
Off course they have strict rules. First of course the measurements of course you have
to be tall, u have to have a good body. You have to have the exact measurements that
they want. Then second is I guess they look at your past works if you have done great
‫ﻭﻭ‬ they get the jobs because the clients feel secured, there feeling is good when someone
popular is endorsing the product. Third Is how this person moves the ability of a
person to move around the set to give different poses and the fourth is the face of
3. Do you think a face can be used or can become a product/brand to sell the actual
products of the brands to the consumers?
I think so, I think yes. Coz mostly people really look at the physical appearance of
someone so if the see that a person who is endorsing the product is really good
looking and popular than the people will but because it so easy to get the people to
on you and how you promote the product. Models are good looking even if they are
not famous just the appearance, people would like it.
4. What if there is no face and just the product? How do you think it would affect
the brand?
magazine would look boring and no one would buy and no one would even look at it.
For example Giorgio Armani is going to sell the Aqua Di Gio if there no face with the
product the people are not going to buy it. If you put a good face into something or an
actress than the people are going to assume that the actress is using the product
because why would that actress endorse it. If someone good looking with charisma is
endorsing a product, the people will like it too because they would think that they
would look like that. That they would be beau
models.
5. What are your thoughts about the consumer being attracted to the face rather
than perhaps actually testing, liking the product before buying it?
looks like and the people buy the products bcoz of us the only difference is they get
the product and not us. It is unfair they should first know the product. People should
also pay attention to the contents of the product.
‫ﻭﻭ‬ 6. Have you ever felt that you have been made a product/commodity out of a
fashion model and people are buying you rather than the brand (product)?
Yes, I have felt that, when I was modeling for Hugo boss. Since I started promoting
Hugo boss their stock market got up so I am thinking was it because of the clothes
and was it because of me but it was clear that it was because of me. So when I
I would want them to but what I am wearing not me. As a model I am endorsing
because I want them to like the product and not just my face.
7. Do you think all fashion and beauty products need a face at all?
Off course, it will help them sell a lot. We can really help them, we need to try to
helps.
8. Who in your opinion is the most known "Face that has become a brand"? The
one name that comes to mind and why?
For male Mark Vanderloo when you see CK, Hugo Boss and other brands like
Corneliani and Armani. For females Heidi Klum.
They are very powerful and beautiful, models are not allowed to do those surgeries it
has to be all natural. The celebs do Botox and stuff. Celebrities help charity, they get
awards they get TV they are really talented they are acting so people would idealize
posing 101 not like us because we are trained, they are acting they are not really
have a job. To be honest I am against it they are for tv and acting. Endorsing is our
for celebs to be on the covers of vogue and Elle because we work a lot and we
re
because they write a story about them. But why not get our story we got something to
say too.
10. Why not celebrities? Why fashion models? What are the negative points in
taking a fashion model as an endorser?
‫ﻭﻭ‬ expression but us we know that already. So when we step in that set we do it
effortlessly. Celebs they have a lot of demand. They want this percent and they want
celeb they want their own dressing room they are more expensive than the models.
We know how to move around its easy for us. We can follow instructions easily.
Because this is what we do models are not really allowed to say something bad about
anything we are not allowed to complain we just follow. The celebs they are the boss
they take over the whole set we got no choice they can control us we know that this is
our job and we need to do it. Some models are late some are cocky. Most models are
really arrogant and cocky.
11. If a celebrity and a fashion model both are according to clients requirements for
a project who would you prefer if you were the client and why?
Fashion model, because they know not only posing and how to do the job. They know
the clothes. Before I go into the photo shoot we are knowledgeable about the brand.
We study the brand and we research. We go there prepared for the jobs.
12. How do your beauty and fashion campaigns affect the masses? How does your
work relate to the target market? Can they relate to your face? ASPIRE TO BE
LIKE you?
I think it affects them in a lot of ways. I think people see that I am really working well
that I am a nice person and I can be approachable and they think I am charming I
Hugo Boss they not reached the
target but they made more. I guess the people love me because I have been endorsing
it for seven seasons. So, I guess people love me as its face. They know its trusted
Hugo Boss
love them to look up to me and I hope they do.
Interview No. 5: Syed Rizwanullah, fashion designer, Spokesperson for Toni & Guy Pakistan.
1. You are one of the eminent faces for toni and guy. Why do you think a client
would pick you, what sets you apart from others in your designing and
‫ﻭﻭ‬ modeling work?
Confidence for sure and ability to speak. Unbelievably a strange kind off
popularity, i hear from the clients that i am unique. I believe in myself, study the
market and try to drift in the opposite direction.
2.
What are the things you keep in mind while choosing a fashion model as a
face of any product you are shooting for?
They have to look good, understand fashion, they are paid for it. Also luck is
essential, the right time and right people.
3. From an undiscovered talent to making someone a face of your brand. How
do you think it affect that fashion models life? Any examples of who have you
made a face of your brand from an undiscovered talent?
I have worked with all those people who were already established in the industry,
my first shoot id had five girls and all of them were established famous models.
When it comes to guys, I work with only Mubashir and he was also quite known
when I started working with him. Amna was very new I shot every month with
her.
4. What if there is no face and just the product? How do you think it would
affect your brand?
I need a face, it is important to have it for me its seventy five percent face and
o the
issues I used my own legs in the print ad.
5. Name a product which has its own identity and i
fashion model?
There were like the headless boards, Juanid Jamshaid and even in strictly Islamic
countries face is blurred. So, it not always necessary but I prefer to use a face with
my shoots and products.
6. What are your thoughts about the consumer being attracted to the face
rather than perhaps actually testing, liking the product before buying it?
Yes, again I feel it was those girls like Amina and Vaneeza in Pakistan and Kate
Moss, Naomi Campbell internationally Mark Vanderloo
‫ﻭﻭ‬ we are that strong relation wise between a model and a brand to make them look
like a product.
7. Have you ever felt that you have made a product/commodity out of a fashion
model and people are buying your model rather than the brand (product)?
be the image which eventually is the brand but I think that time is gone now
time
working for everyone and very few models are restricted to any one designer.
8. Do you think all fashion and beauty products need a face at all?
to have a face but again depends on person to person.
9. Who in your opinion is the most known "Face that has become a product"?
The one name that comes to mind and why?
Kate moss, Naomi Campbell and Victoria secret girls.
10. Why not celebrities? Why fashion models
I have used many celebrities like Mahira Khan and others in my shows previously
but I feel that a person belongs to his own job, and does it better so model is a
model and does modeling better and an actor is
any celebrities in my shows now
11. How does your fashion campaigns affect the masses? ? How does your work
relate to the target market? Can they relate to the face you picked for the
campaign? ASPIRE TO BE LIKE that face?
market. Its the people who want to look good understand fashion and live fashion
and yes anyone can be aspire and actually be like the person they look up to.
Interview No. 6: Ahsan Rahim, Director.
1. What if there is no face and just the product? How do you think it would affect the
brand?
‫ﻭﻭ‬ It depends, like we use these kinds of ads when Ufone has any 50 paisa special offer. In that
type of an ad we go for options like typography and it works just fine for that.
2. What are the things you keep in mind while choosing a fashion model as a face of any
product you are shooting for?
It is as a director ten percent of my job to suggest a model and the rest of the ninety percent
is on the client. I and the clients search for basis of acting and if the model will suit the
product which is very important. Every client and brand has different requirements so it
changes every time. Also we have to keep in mind, suppose if we are casting for a shampoo
ad or a Cellular company ad
already associated with one brand Sunsilk or Ufone and she cannot endorse another
shampoo brand if she is associated with one already. So, we have to keep all in mind.
3. Name a product which has its
fashion model?
Junaid Jamshed is a good example but there are other companies like wrist watches
and other similar products which use only body part models.
4. What are your thoughts about the consumer being attracted to the face rather than
perhaps actually testing, liking the product before buying it?
The consumers I believe buy the image of the brand first and later comes the product. The
image of the brand is mainly built up by the endorser. So, if they are attracted to the face
that means our job is done and we have successfully shown the brand image to the
consumers.
5.
Do you think all fashion and beauty products need a face at all?
Not always but it helps, there are many companies who do not need a face like the big car
companies and also in Pakistan Junaid jamshed is a great example.
6. Who in your opinion is the most known "Face that has become a brand"? The one
name that comes to mind and why?
In my case with Ufone I think its Faisal Qureshi people know Ufone through him and vice
versa. In fashion industry I think Neha for Sana Safinaz and other lawn girls like Iman ali
for Asim Jofa.
People can relate to celebrities, they are usually good actors and believable. No, it is not
always successful sometimes it harms the brand if that celebrity is not liked by people
much. They charge a lot more than models, their dates are a problem.
8. Why not celebrities? Why fashion models? What are the negative points in taking a
fashion model as an endorser?
Because if you want to sell a product which requires a look that only a model can bring to
the brand
Models must know basics of acting otherwise they are no
use. In videos one has to act and be in a character which is most of the times not easy for
models.
‫ﻭﻭ‬ 9. If a celebrity and a fashion model both are according to clients requirements for a
video or a TVC who would you prefer celebrity or fashion model and why?
If a model knows acting and goes with the product I would pic a model but as I said if a
brand requires someone more commercial, I will have to go for an actor or celebrity.
10. Do you think we are also moving towards this trend where a fashion models face is
becoming a product? Who in Pakistan do you think is a face that has become a
product in the past and recently?
I think we have been growing towards it especially after these lawn campaigns. I think Zara
sheikh became the Jazz girl when it was new in the market.
11. How does your beauty and fashion related TVCs or campaigns affect the masses??
How does your work relate to the target market? Can they relate to the face you
picked for the video? ASPIRE TO BE LIKE that face?
My commercials and videos usually are giving a message or they are funny. So yes
it does relate to the masses people are relating to it that is why they are appreciating
it. I work with every type of face in ufone commercials, Mikaal being the good
looking one, the girls keep changing who are again paired up with Mikaal and the
rest are doing their characters which are usually funny so I deal with different faces
in one go which works for me. As a director it is my job to make the commercial or
the video work for the masses, because only through that I am doing justice to my
job.
Graphs and illustrations
1. Figure 1
5 ‫ ﻭ‬ ‫ ﻭﻭﻭ‬ ‫ﻭﻭﻭﻭﻭ‬ ‫ﻭ‬ ‫ﻭﻭﻭﻭ‬ ‫ﻭﻭﻭ‬ ‫ ﻭﻭﻭ ﻭ‬ ‫ ﻭﻭ‬ ‫ﻭﻭﻭﻭﻭﻭﻭ‬ ‫ﻭ ﻭﻭ‬ ‫ﻭﻭﻭ ﻭﻭ ﻭﻭ ﻭ‬ ‫ﻭ ﻭ‬ ‫ﻭ ﻭﻭ‬ ‫ﻭﻭ ﻭﻭﻭ ﻭ‬ ‫ ﻭﻭﻭ‬ ‫ﻭﻭﻭ‬
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‫ﻭﻭ‬ ‫‪2. Figure 2‬‬
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‫ﻭ‬
‫‪ ‬ﻭﻭ‬
‫‪ ‬ﻭﻭ‬
‫ﻭ‬
‫ﻭ‬
‫‪ ‬ﻭﻭﻭ‬
‫‪3. Figure 3‬‬
‫‪ ‬ﻭ ﻭﻭ‪ ‬ﻭﻭ‪ ‬ﻭﻭﻭﻭﻭﻭ‪ ‬ﻭ ﻭﻭ‪ ‬ﻭﻭﻭ‪ ‬ﻭﻭ ﻭ ﻭ‪ ‬ﻭ ﻭﻭ‪ ‬ﻭﻭﻭ‪ ‬ﻭﻭ‪ ‬ﻭ‪ ‬ﻭﻭ‪ ‬ﻭﻭﻭﻭﻭ‪ ‬ﻭ ﻭﻭ‪ ‬ﻭ ‪h‬‬
‫‪ ‬ﻭﻭ‪ ‬ﻭﻭﻭﻭﻭ ﻭ ﻭﻭ‪ ‬ﻭﻭ‪ ‬ﻭﻭﻭ ﻭ ﻭ‪ ‬ﻭ ﻭ‪ ‬ﻭﻭﻭﻭﻭﻭﻭﻭﻭ‪ ‬ﻭﻭ‪ ‬ﻭﻭﻭﻭ‪ ‬ﻭﻭﻭ‪ ‬ﻭﻭﻭ ﻭ‪ ‬ﻭ ﻭﻭﻭ ﻭ‬
‫‪ ‬ﻭﻭﻭ ﻭﻭ‪ ‬ﻭﻭ‪ ‬ﻭﻭ ﻭﻭ ﻭ‪ ‬ﻭ‪ ‬ﻭﻭ‪ ‬ﻭﻭﻭﻭﻭﻭﻭﻭﻭ‪ ‬ﻭﻭ‪ ‬ﻭﻭﻭ‪ ‬ﻭﻭ ﻭ‪ ‬ﻭﻭﻭﻭ ﻭ‪ ‬ﻭ ﻭﻭ‬
‫‪ ‬ﻭﻭﻭﻭ ﻭﻭﻭ‪ ‬ﻭﻭﻭ‪ ‬ﻭﻭﻭﻭ ﻭ‪ ‬ﻭﻭ‪ ‬ﻭ ﻭﻭ‪ ‬ﻭﻭﻭ ﻭﻭﻭ ﻭ‪ ‬ﻭﻭﻭ‪ ‬ﻭ ﻭﻭﻭ ﻭ‪ ‬ﻭ‪ ‬ﻭﻭﻭﻭﻭﻭﻭﻭﻭﻭ ﻭﻭ‬
‫ﻭ‬
‫‪ ‬ﻭﻭ ‪ ‬ﻭﻭ ‪ ‬ﻭﻭ‬
‫ﻭ‬
‫ﻭ‬
‫‪ ‬ﻭﻭﻭ‬
‫‪ ‬ﻭﻭ‬
‫ﻭ‬
‫ﻭ‬
‫‪ ‬ﻭﻭﻭ‬
‫ﻭ‬
‫ﻭ‬
‫ﻭ‬
‫‪ ‬ﻭﻭ‬
‫‪ ‬ﻭﻭﻭ‬
4. Figure 4
What comes to your mind when you hear the brand Asim
Jofa?
IMAN ALI, lawn prints, colorful prints and designs l, please
billboards, iman ali, emaan ali posing and exposing, no idea, iman
ali, Dont know about it, Iman ali.
5. Figure 5
What comes to your mind when you hear the brand J.?
decent clothes, clothes, something traditional and simple, so
so..., Men's Kurtas, ,dil dil Pakistan man, his lawn, Maulana
Sahab and Uncles , design and quality, lawn prints, Nothing,
Clothes, hot air balloons, Junaid.
Survey
What do you keep in mind while buying any brand?
‫ﻭﻭ‬ designer
product
quality
brand image ( celebrity/ model, advertising, etc )
Other:
Do you think a face can help in selling the products of the brand?
yes
no
Other:
On the scale of 1 to 10, how helpful the face of a model or celebrity is to sell the products of the
brand? 1 being the highest and 10 being the lowest.
1
2
3
4
5
6
7
8
9
10
If there is no face of a celebrity or a model associated to a brand on the scale of 1 to 10 how
weak the impact of the brand will be? 1 being the highest and 10 being the lowest.
1
2
3
4
5
6
7
8
9
10
Name the products which are established, selling and are not associated with the face of a model
or a celebrity?
On the scale of 1 to 10, how much attention do you give to the brand ambassidor of any brand?
be it a celebrity or a model. 1 being the highest and 10 being the lowest.
1
2
3
4
5
6
7
8
9
10
On the scale of 1 to 10, how important is the face of a celebrity or a model in the image of the
brand? 1 being the highest and 10 being the lowest?
1
2
3
4
5
6
7
8
9
10
‫ﻭﻭ‬ On the scale of 1 to 10, how important the face of a celebrity or a model is as compared to the
product they are selling? 1 being the highest and 10 being the lowest?
1
2
3
4
5
6
7
8
9
10
On the scale of 1 to 10, how much can you relate to the brand with the face of celebrity or model
as compared to the brand who has no celebrity or a model in thier advertising? 1 being the
highest and 10 being the lowest?
1
2
3
4
5
6
7
8
9
10
What image comes to your mind when you hear the brand Asim Jofa?
What comes to your mind when you hear the brand J. (Junaid Jamshaid)?
Appendix B
BIBLIOGRAPHY
1. Ted Sherman
28, 2010).
2012].
Celebrity Endorsement, Brand Meaning, and Selfand date unknown, 2007).
‫ﻭﻭ‬ http://elab.vanderbilt.edu/research/papers/Connecting%20with%20Celebrities%20%20Celebrity%20Endorsement,%20Brand%20Meaning,%20and%20SelfBrand%20Connections%20%5BEscalas,%20Bettman%5D.pdf [Last accessed: 2nd February
2012].
of Consumer Research, (December 1989): pp. 310-321.
4. McKee
(Posted: 14th November, 2008).
th
5.
April 2012), (Summarized: 13th
June 2012).
6. Kumar
-
28th June 2010).
‫ﻭﻭ‬ http://www.hindustantimes.com/business-news/CorporateNews/Hamdard-gives-century-oldRooh-Afza-a-facelift/Article1-564510.aspx [Last accessed: 11th march 2012].
th
7.
December
2009).
http://www.youtube.com/watch?v=bYaP8-x_efg [Last accessed: 14th April 2012].
th
August 2011).
14th April 2012].
9.
Vogue bans too-
(Posted:4th May 2012).
http://news.yahoo.com/vogue-bans-too-skinny-models-pages-204948851.html [Last accessed:
13th June 2012].
‫ﻭﻭ‬

Nauma Shakil Dissertation - Indus Valley School of Art

Transcription

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