Pepsi and Madonna

Paper Summary:

This paper examines the use of entertainment personalities in advertising commercial products through the example of Pepsi's use of Madonna. It illustrates how companies try to tie the success of the artist to their product. The paper demonstrates the need for clear evaluation of the celebrity endorser, their public image, and if the relationship between the artist and the product applies to the advertising rules.

Table of Contents:
Summary of Major Points
Recommendation and Justifications
Implementation Requirements
Control

From the Paper:

"Advertising has invaded fashion and politics; it has also invaded every facet of the entertainment industry. Commercials now use the best film directors, actors, and cinematography to create watchable miniature movies. In some instances, we have already reached the point where the quality of commercials outshines the quality of entertainment offered side by side on the same network. Meanwhile, recording artists have made the crossover. When Pepsi picked Madonna, the choice turned out to be too hot to handle. The $5 million campaign featuring the extravagant vocalist had to be scrapped because of its links to Madonna's highly controversial "Like a Prayer" music video."

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