Behind a Not-so-Genuine Image

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When celebrities endorse products, other than keeping up to the contract, the highest demand is for the celebrity to be a patron of the product, especially when he/she is in public.

Nowadays, celebrities are technologically adept. As such, part of their packaging is defined by how they conduct themselves in public and virtually in various forms of media. For example, some of them have gained fame and/or notoriety over twitter, instagram, or facebook. Their presence and behavior in these media undeniably help ignite and fuel public interest in them, particularly on what they post on a regular basis.

Celebrity Endorser (CE) is no different as she is very active in interacting with people in both traditional and virtual media. However, unlike most of her colleagues, CE is articulate, credible and sincere - the very requirements to be an effective product endorser.

At present, CE is an endorser of an electronic brand, in particular a gadget which is as famous as its next competitor, but not yet as popular among the hip generation. CE was actively promoting the brand in social media and declaring her pride in being chosen to be part of it and its campaign. Imagine the surprise and dismay of some of her followers when they saw CE using the competitor’s mini product while she was in a high-end mall.

Smart as she is, surely CE knows that acceptable endorser's demeanor in public is the gauge and/or barometer by which she or anyone like her would be judged. Such is critical to her image and the product/s that she endorses. Anyone in advertising will tell that amongst all prerequisites, a star's credibility is what makes the cut.

Lucky for CE, no one has yet snapped a photo of her tinkering with the competitor's item and posted it online. Otherwise, that would be her biggest gaffe.

"My honor is my loyalty." ~ Heinrich Himmler

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