Famous faces

Famous Faces
The popularity and success of a celebrity is used very often in order to sell products and promote services. Those who create these advertising messages attempt to achieve one goal: to increase the popularity of the advertised product.
We see them every day at anytime. On television screens, magazine pages, newspapers, radio stations, and public advertisement. Famous faces and voices are those who speak to us.
These tempting advertisements make celebrities look down onto the public from ads that illustrate the excellent quality of various products.
The synchronized swimming team, lead by Gemma Mengual, stars in a commercial for the a prestigious brand of Cava. Oprah Winfrey, who advertises a different array of products, will leave her talk show in 2011. Furthermore, the world-leader in beauty products has contracted various famous faces for their upcoming public ads. Celebrities such as, Penélope Cruz, Linda Evangelista, Jane Fonda, Andie MacDowell, Laetitia Casta, Pierce Brosnan, and Matthew Fox. Moreover, Tommy Hilfiger, the famous designer, is a big name in the advertisement industry. Michael Schumacher, pilot and seven-times champion of Formula 1, will be head of advertising alcoholic drinks. He will be responsible for advertising to not drink and drive.
If the private behavior of a celebrity is wrong their ethics and morals may be questioned, thus making it possible for their image to be damaged. It is possible that the reputation of the advertised product will be scarred as well.
All those ads that are not oriented to respect people nor to expose true messages tend to fail in the long run. It is not so desirable to continue the use of famous faces for public advertisement. It is important to remember that ads announce goods and services, not figures nor faces. (Translated by Gianna A. Sanchez-Moretti)
Author and journalist Clemente Ferrer has led a distinguished career in Spain in the fields of publicity and press relations. He is currently President of the European Institute of Marketing.
clementeferrer3@gmail.com