Reference Groups

Celebrities are used in everyday advertising in order to appeal to everyday consumers. As a consumer when we sit down and flip through magazines we are instantly drawn to the glamour and limelight that we see in celebrity induced advertisements. "Celebrity reference groups incorporate the use of a public figures likeness for the purpose of selling a product or service. Celebrity advertising can be accomplished through celebrity endorsements, whereby the celebrity consents for his or her likeness to be used in advertisements for a certain brand."

Celebrity reference groups are used to promote certain products based on appeal. Celebrities are often idolized to the point where they become set apart from everyone else. When viewing an advertisement marketed by our favorite movie star, we as consumers instantly feel enticed to purchase that product. The overall credibility, attractiveness and "star power", is said to attract everyday consumers making them feel a certain bond and ideal likelihood to the celebrity, thus purchasing the product.

The above advertisement depicts two seperate celebrities and two different makeup brands. As you can see both revlon and Covergirl had the same idea when using Jessica and Rihanna as the focal point in their ad. A consumer sees the celebrity before the brand name, after identifying the celebrity they are then drawn to the brand, thus purchasing the makeup. "Look how great Rihanna looks with that Covergirl lip gloss, i've got to have it."