CELEBRATING THEIR WAY TO THE BANKS

Ever since Lux launched its advertisements in 1930s, screen Divas Marilyn Monroe, Sophia Loren, Natalie Wood, Brigitte Bardot, Demi Moore, Catherine Zeta- Jones, Sarah Jessica Parker and Aishwarya Rai ,to enumerate a few, have featured in them, extolling the benefits of its soap.

Top celebrities, and even the trivial ones, receive truckloads of cash for this. Justin Timberlake got £3.4m for his ‘I’m Lovin’ It’ one liner for McDonalds.

Venus Williams, Wimbledon champion , at a stage signed a five-year $40 million contract with sportswear manufacturer Reebok International Inc.

In 2000, Tiger Woods renegotiated a five-year contract estimated at $125 million with Nike for their Golf balls.

Celebrity endorsements have been the bedrock of Pepsi as well as arch rival coke’s advertising.

Indian cricket God Sachin Tendulkar is ebullient after getting his Pepsi, perked up by Boost, exudes pride for his Fiat Palio car, groovy about his TVS victor scooter, finds Colgate Total toothpaste prophylactic, regularly ingests Britannia Biscuits, swears on Visa credit cards, coaxes us to use Airtel mobile , and we are still counting.

Bollywood superstar Shahrukh khan’s product promotion deals run parallel to Sachin’s, they have even appeared for Pepsi commercials together. Not to be outdone, Coke has been using Shahrukh’s puckish rival Aamir Khan for its ads.

Super sleuth James bond played by actor Pierce Brosnan is enamored by Omega watches, BMW, and Noreico.

All the money and publicity for a comparatively minuscule amount of toil !

Approximately 20% of all television commercials feature famous people. The basic idea behind celebrity endorsement of a brand remains to cash on the hero-worship, credibility and mass appeal of the celebrities which is expected to help hoist awareness of the brand, reinforce the image of the brand , and ultimately inveigle the buyers to choose the brand over others.  

Celebrities can bring a much needed human angle, especially to fairly ‘cold’ products like razors or ‘chore’ jobs like shopping. A brand that got it right here would be Gillette and its partnership with David Beckham. A mundane daily task for millions of men was transformed into an important grooming process associated with the self control, success and precision of a top footballer.

On a more charitable side, Live Aid, a mega rock and pop concert was held simultaneously in US and UK in 1984 ,which first harnessed the power of celebrity on a mass scale to highlight the need to help the Ethopian famine cause. Most celebrities have nowadays adopted their own pet cause and support some NGO or aid agency.

Sometimes things go wrong, too.

Sainsbury’s encountered a problem with Hollywood diva Catherina Zeta Jones. She was endorsing their recipe , while actually she was found slyly shopping at their rival super-store Tesco. A similar case happened with Britney Spears who endorsed one cola brand and was repeatedly snitched drinking another brand of cola .

Pepsi Cola’s suffered when its endorsers – Mike Tyson, Madonna, Michael Jackson and Shane Warne, all were tarnished for something or other. Warne doping controversy occurred bang in the middle of the Cricket World Cup 2003 and Pepsico found itself on an uneasy wicket. And Naomi Campbell was blamed of turpitude doing an anti-fur ad, and later wearing fur in a product ad.

Rocker Bruce Springsteen famously objurgated the requests to use his song “Born in the U.S.A.” in commercials for Chrysler cars, turning down an offer worth several million dollars during the 80s. He felt he owed to his song writing and music a sacred fidelity, much above monetary considerations. Sadly that breed of luminaries is rare in today’s world of fickle and fragile stardom!

Word – Watch

 

Allegiance

Contextual Meaning(s) : Noun; the act of binding yourself (intellectually or emotionally) to a course of action

Other Meaning(s) : noun the loyalty that citizens owe to their country (or subjects to their sovereign);

Synonyms : fealty, commitment, loyalty, dedication

Bedrock

Contextual Meaning(s) : Noun; a foundation for any strategy

Other Meaning(s) : noun solid unweathered rock lying beneath surface deposits of soil; principles from which other truths can be derived

Synonyms : foundation

Buttress

Contextual Meaning(s) : Verb make stronger or defensible;

Other Meaning(s) : noun a support usually of stone or brick; supports the wall of a building; reinforce with a buttress

Synonyms : buttressing

Chore

Contextual Meaning(s) : Noun a specific piece of work required to be done as a duty or for a specific fee

Synonyms : job, task

Coaxes

Contextual Meaning(s) : Verb; to persuade diligently

Synonyms : palavers

Credibility

Contextual Meaning(s) : Noun the quality of being believable or trustworthy

Synonyms : credibleness, believability

Diva

Contextual Meaning(s) : Noun a distinguished female operatic singer; a female operatic movie or popstar

Synonyms : prima donna

  • Doping

 

Contextual Meaning(s) : noun; an act or instance of giving a narcotic, usually a steroid, to an athlete to unfairly boost performance in a competition

Synonyms : addictive drugs

Ebullient

Contextual Meaning(s) : Adjective; joyously unrestrained

Synonyms : exuberant

Enamored

Contextual Meaning(s) : Adjective; marked by foolish or unreasoning fondness

Synonyms : crazy, dotty, gaga, infatuated, in love, smitten, soft on, taken with

Enumerate

Contextual Meaning(s) : Verb specify individually; determine the number or amount of

Synonyms : count

Extolling

Contextual Meaning(s) : Verb; praising the nature of something or someone

Synonyms : exalt

Exudes

Contextual Meaning(s) : Verb; make apparent by one’s mood or behaviour

Synonyms : transmits

  • Fickle

 

Contextual Meaning(s) : Adjective; changing frequently, especially as regards of one’s loyalties or affections.

Synonyms : volatile, variable

 

Fidelity

Contextual Meaning(s) : Noun; the quality of being faithful

Other Meaning(s) : accuracy with which an electronic system reproduces the sound or image of its input signal

Synonyms : dedication

Fragile

Contextual Meaning(s) : Adjective; vulnerably delicate; easily broken or damaged or destroyed; lacking solidity or strength and liable to break

Synonyms : delicate, frail, flimsy

Grooming

Contextual Meaning(s) : Noun; the activity of getting dressed; putting on clothes;

Synonyms : dressing, training, preparation

Groovy

Contextual Meaning(s) : Adjective; (British informal) very chic; very good

Synonyms : swagger, bang-up, bully, corking, cracking, dandy, great, keen, neat, nifty, not bad, peachy, slap-up, swell, smashing

Harnessed

Contextual Meaning(s) : Adjective; brought under control and put to use

Synonyms : exploit, convert

Hoist

Other Meaning(s) : noun lifting device for raising heavy or cumbersome objects; verb raise or haul up with or as if with mechanical help; verb; move from one place to another by lifting

Synonyms : lift, wind

  • Hero-worship

 

Contextual Meaning(s) : noun; great admiration for somebody, especially if it borders on the excessive

Synonyms : admiration, idealization

Ingests

Contextual Meaning(s) : Verb; to eat or devour something

Synonyms : consume

Inveigle

Contextual Meaning(s) : Verb influence or urge by gentle urging, caressing, or flattering

Synonyms : wheedle, cajole, palaver, blarney, coax, sweet-talk

Luminaries

Contextual Meaning(s) : Noun, people of eminence or tame

Synonyms : celebrities

Minuscule

Contextual Meaning(s) : Adjective; very small

Other Meaning(s) : adjective of or relating to a small cursive script during 7th to 9th centuries; used in medieval manuscripts; the characters that were once kept in bottom half of a compositor’s type case

Synonyms : miniscule, minuscular, small letter, lowercase, lower-case letter, little, small

  • Mundane

 

Contextual Meaning(s) : Adjective; lacking interest or excitement.

Synonyms : dull, boring

Objurgated

Contextual Meaning(s) : Verb; to express strong disapproval of

Synonyms : chastened, excoriated

Perked

Contextual Meaning(s) : Verb; to get energised, motivated.

Synonyms : energised

Precision

Contextual Meaning(s) : noun the state of being accurate or consistent

Synonyms : preciseness

Prophylactic

Contextual Meaning(s) : Adjective; preventing or contributing to the prevention of disease; tending to ward off; noun remedy that prevents or slows the course of an illness or disease

 

Other Meaning(s) : adjective; capable of preventing conception or impregnation;

Synonyms : salubrious, preventive.

Puckish

Contextual Meaning(s) : Adjective; naughtily or annoyingly playful

Synonyms : impish, mischievous,

Recipe

Contextual Meaning(s) : Noun; directions for making something manually, a dish

Synonyms : formula

Sleuth

Contextual Meaning(s) : Noun; a detective who follows a trail;

Synonyms : stag, snoop

Slyly

Contextual Meaning(s) : Adverb; in an artful manner using deception

Synonyms : craftily, cunningly, foxily, knavishly, trickily, artfully

Snitched

Contextual Meaning(s) : Verb; reported a misdeed to authorities

Synonyms : informed

Swears

Contextual Meaning(s) : Verb; to have faith or confidence in (succeeded with ‘by’)

Synonyms : vows

Tarnished

Contextual Meaning(s) : Adjective; tainting, especially of reputation

Synonyms : besmirched, sullied

Toil

Contextual Meaning(s) : Noun productive work (especially physical work done for wages);

Synonyms : travail, grind, drudge

Trivial

Contextual Meaning(s) : Adjective; obvious and dull; concerned with trivialities; not large enough to consider or notice; (informal) small and of little importance; of little substance or significance

Synonyms : picayune

Turpitude

Contextual Meaning(s) : Noun; a corrupt or depraved or degenerate act or practice

Synonyms : depravity

 

 

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