Media and Marketing - Celebrity Endorsement

Celebrity Endorsement

Celebrities are always used in advertisement to promote a specific products by showing them using the product or recommending it. Celebrity that being used is usually recognisable and has a similar personality to the brand so that the celebrity's image can give added meaning to the brand through association. As a result in increasing profit  and reinforces the brand or product identity. However, it will be risky to use celebrity endorsement as they can damage the brand's image.

Tiger Woods Case Study

Tiger Woods was chosen to be the spokesperson of TAG Heuer, a Switzerland watch brand. In the poster, it showed Tiger Woods on the left hand side with his Nike golf cap and holding his golf club with the TAG Heuer watch. On the right hand side, it showed the design of the watch and with the slogan "WHAT ARE YOU MADE OF?"

Tiger Woods is one of the best and professional golfer in the world and was named as World No. 1 by others. He has also been one of the highest-paid athletes in the world for several years. In his early professional career, he signed deals with Nike and Titleists for endorsement contracts in 1996 and named as the Sports Illustrated Sportsman of the year. In 1997, he won his first major and becoing the tournament's youngest-ever winner and set the record for the fastest-ever ascent to NO. 1 in the Official World Golf Rankings. Furthermore, he achieved lots of wins and awards in his golf career and made him the first player to hold all four major professional golf titles at the same time. That shows that he has a great successful career in his early stage by winning lots of awards, prize, titles of World No. 1 and also signed endorsement deals with numerous companies.

Besides his sports career, he also creates the Tiger Woods foundation and Earl Woods Scholarship Program. For the foundation it helps your people by delivering unique experience and innovative educational opportunities for youth worldwide. With the scholarship program, they provide them with individualised support for the further study.

Endorsement
The advertisement used Tiger Woods as the spokesperson before the negative news revealed, is because the image of him is successful in everything, the sports career and personal life, married a model and with two kids. Customer will be attracted by all his achievement and want to take his identity, and what they need is to buy this watch. This watch is aim for the middle age male between 30 to 40 and want to have a great success in his life and wound want to be like Tiger Woods.

Personal Life
Tiger Woods' personal life is under the spotlight. In 2009, the media found out that he had an external affair with a nightclub manager. After this new s reported, there are 14 of Tiger Wood' extra marital affairs were revealed within days, which changed his good reputation. More importantly, these bad reputations have made companies stop using his image for promotion. However, in 2013, Nike considering it may lose costumer so decided to sign a new contract with Tiger woods. They believed that the image of Tiger Woods could be rebuild and keep the costumer loyalty

Horror Movie Review : Orphan (2009)

Orphan (2009)
An American horror and thriller film directed by Jaume Collet-Serra. The film is about a couple adopted a nine years old girl, Esther, after the death of their unborn child. The horrifying story was begin after Esther came to this family.

Typical elements of a horror movie:
Setting:
The location is mainly in the house which located in the centre of the woods. This big and open area creates a terrify feeling to audience because they are being isolated. It seems that no one can help this family and it has no space for them to escape as they are surrounded by the woods and far from the town so it is easy to get lost and being trapped. The period of time is in Winter which is snowy and windy, that provide a cold feeling to the audiences.

Characters:
The characters sets as typical family size, parents with daughter and son, that are just the ordinary people and it can be any of us. Due to the fact that there are many this type of family which makes audiences feel so similar to their daily life and create a chilling atmosphere on them. There must be the monster, victims and survival in horror movie. In this case:
Monster: [human] Adopt Child (Esther)
Victims: [Respectable members] Sister (Abigail)
Father (John)
Son (Danial)
Survival: [Ordinary kid and lone woman] Mother (Kate)
Deaf-mute Daughter (Max)

Plot:
1. Beginning
Unlike other horror movie, the atmosphere is warm and full of love as they are trying to make a huge difference to the end. Kate and John were decided to adopt a child so they went to the orphan, where they first met Esther, and decided to take her home.

2. A wave of violence leaves many dead

There are many signs and foreshadowing the horrible things are going to happen like killing. Firstly, Esther was hurting the other classmates who teased her before, which show the her anger at first is quite small. However, her violence behavior was getting strong. Using the big rock to kill the pigeon has foreshadowing she was going to kill people.
First Killed : Killed the sister for not letting her find out more of Esther's past.
Second Killed : Killed Danial to hide the secret again
Third Killed : Killed the father John for not loving her


3. Survivors begin to fight back
The mother and daughter have done many things to stop Esther of killing John and Danial:
- In the fireplace, while Esther decided to use the rock to kill Danial, Max had pushed her away to save her brother.
- Kate found out that there are something wrong with Esther's behavior, so she decided to check her past and find out the secret. Trying to stop everything that going to happen.
- In the hospital, Max followed Esther and see was she going to buy a drink or not. When she realized that she was not in the vending machine, it was to late to stop Esther.
- After Kate noticed all the secret of Esther, she called John to get away from Esther.

4. Dissent in the group as a result of tiredness or fear puts the group at greater risk
At first, when sister Abigail told them there were something wrong about Esther, they did not think that was true because they believe that Esther was just a normal little girl. After Kate found out the secret of Esther, she tried to tell John and the psychiatrist about the true but he did not trust Kate and thought that she was misunderstood Esther. In the hospital, Kate had the last advice to John of stay away from her, but still John did not trust her till the end. That creates a conflict between Kate and people who did not trust her.

5. Those who have come into contact with the monster may try to warn the larger community
Sister Abigail was the one who told Kate and John of some horrible secrets of Esther and warn them. That was how the climax was building up because of the secrets.

6. Dramatic showdown: climax with varying results
Kate was driving back home as soon as possible to save her husband and daughter, but it was too late that John was being killed already. So she decided to save her daughter Max and killed Esther.

Bette Davis

Ruth Elizabeth Bette Davis (1908 - 1989)

An American actress.
In her early interest was in dancing, but after she found out the stage and received encouragement from her mother, she decided to gave up dancing for acting.
She performed in a wild range of film genres, crime, historical even comedies, but her greatest success was in romantic dramas.

In her early acting career, the first performance for Davis was being apart in "The Earth Between" (1923) after she graduated. However, the her real broadway performance was actually in "Broken Dishes" (1929). Late in 1930, she was invited to Hollywood for a screen test and hired by Universal. Unfortunately, The official at Universal did't impressed by her performance in "The Bad Sister" (1931). So in 1932, she was singed with Warner Brothers Pictures and being the lead female role in "The Man Who Played God" (1932)

Davis had received lots of good reviews in the play of "Dangerous" (1935) and won her first Oscar, Academy Award for Best Actress, for the role as Joyce Heath. The New York Times had hailed her as "BECOMING ONE OF THE MOST INTERESTING OF OUR SCREEN ACTRESSES". She also won the second time in the file "Jezebel" (1938).

FUN FACT: In many films, she was often filmed in close-up shot, that was to emphasize her distinctive eyes.

METROPOLIS. FRITZ LANG 1926

This probably the oldest movie I even seen, Metropolis from 1926. To be honest, I found this movie quite interesting by its story and theme. 

Basic Information

Metropolis is a 1926 German science-friction silent film directed by Fritz Lang. However, this film was lost over several decades. In 1970s - 80s, there are many attempts have been made to restore this classic movie. The new version of Metropolis is restored by Giorgio Morder. In this new reconstruction, they added a lot of modern soundtrack and colour effect. 

If you are interested, here is the link of the full movie: (ENJOY. p.s this is in german subtitle)

http://www.youtube.com/watch?v=B4rI__TRvcY






Metropolis: Opening Scene

In the opening scene, there are 2 locations, factory and the pleasure garden. For the location 1, the director used lots of machinery, steam and worker to show the factory setting. When the workers are exchanging their position, they are all move in the same pattern, dragging their step, walking slowly with their face down. These facial expression show that they are sad and frustrated, they are not willing to work there. Besides, they are all wearing the same black uniform and all look like the same. It suggest that their life are all the same, work for the factory and back home. Repeating the same job everyday. The lighting in the factory is in high key with cold colour because the machinery and worker's uniform colour. Showing the darkness and sadness in the factory. On the other hand, the work off workers are getting into the lift and go to the underground city, their home. In the world of Metropolis, the poor (workers) are lived under the rich, that symbolize that they are all work for the rich people and separate these two different class group.

In the location 2 (Pleasure Garden) is for the rich people to chat, play and spend their time there. This is a totally different place compare with the worker's underground city. The people in this place are usually the rich people by looking at their costumes and their facial express. Their clothing are more fancy and look expensive, they are in heavy make up with make a big contrast with the workers' uniform. Besides, when they are playing in the garden, their are laughing and smiling to show their happiness. The lighting is different too, this is more likely to be warm and full of joy. The reason of making this big different is to show the big contrast between two different classes, the bourgeois (upperclass, elite) and the proletariate (lower class, workers). 

MISE EN SCENE - The Wild one

A scene from 'The wild one'.

In this photo, the colour can show that it is an black and white old movie. According to the character's costume, it seem to be at the period of 1950 as the old fashion, quite modern dressing. Let see the man character's costume, this is hard leather coat with a hat and gloves, that makes me think of the bikers. At that period of time, people love to wear this kind of clothing to ride the motorcycle, and that may link to the career of this man. He is also ganger, because of the scar from his face, which means he also fight or loves to fight. There is a word 'Johnny in his coat, which Im sure his name is Johnny. For the woman, her curly hair reminds me that in the 50s, this is quite fashionable for most of the women. I guess the location of this photo in a restaurant or a cafe from the setting of tables and chairs. Also, the women is in the inner bar which means she is working in the cafe.

From the position, the table have to separate these two characters, which show they are not in the same side and maybe not agreeing with each other. Showing a clear and large gap between them. You can see the facial express from these two characters, they seem to have a serious conversation, as they are not smiling, and even being angry with each other. The pose of the man is like warning or going to hit the women. I predict that the man is trying to warn to woman not to do something again.

YOLO!