{"id":109,"date":"2016-11-18T00:31:25","date_gmt":"2016-11-18T00:31:25","guid":{"rendered":"http:\/\/www.electionanalysis2016.us\/?page_id=109"},"modified":"2016-11-18T15:29:18","modified_gmt":"2016-11-18T15:29:18","slug":"us-election-what-impact-do-celebrity-endorsements-really-have","status":"publish","type":"page","link":"https:\/\/www.electionanalysis.ws\/us\/president2016\/us-election-analysis-2016\/section-2-campaign\/us-election-what-impact-do-celebrity-endorsements-really-have\/","title":{"rendered":"US election: what impact do celebrity endorsements really have?"},"content":{"rendered":"<div class=\"row \"><\/p>\n<p><div class=\"col-lg-3 col-md-3 col-xs-12 col-sm-3\">\n<img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-368\" src=\"http:\/\/www.electionanalysis2016.us\/wp-content\/uploads\/2016\/11\/Nives_Z_Basic-bw-300x300.png\" alt=\"nives_z_basic-bw\" width=\"227\" height=\"227\" srcset=\"https:\/\/www.electionanalysis.ws\/us\/president2016\/wp-content\/uploads\/2016\/11\/Nives_Z_Basic-bw-300x300.png 300w, https:\/\/www.electionanalysis.ws\/us\/president2016\/wp-content\/uploads\/2016\/11\/Nives_Z_Basic-bw-150x150.png 150w, https:\/\/www.electionanalysis.ws\/us\/president2016\/wp-content\/uploads\/2016\/11\/Nives_Z_Basic-bw-60x60.png 60w, https:\/\/www.electionanalysis.ws\/us\/president2016\/wp-content\/uploads\/2016\/11\/Nives_Z_Basic-bw.png 420w\" sizes=\"(max-width: 227px) 100vw, 227px\" \/><\/p>\n<div class=\"ProfileText2\">\n<p class=\"BIO\"><strong><span class=\"CharOverride-46\">Dr Nives Zubcevic-Basic<\/span><\/strong><\/p>\n<p class=\"BIO\"><em><span class=\"CharOverride-47\">Senior Lecturer and Director, Master of Marketing in the Faculty of Business and Law at Swinburne\u00a0<\/span><span class=\"CharOverride-47\">University of Technology.<\/span><\/em><\/p>\n<p class=\"BIO\"><span class=\"EMAIL\">Email: nzubcevic@swin.edu.au<\/span><\/p>\n<\/div>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-260\" src=\"http:\/\/www.electionanalysis2016.us\/wp-content\/uploads\/2016\/11\/US2016-Section-2-300x300.png\" alt=\"US2016 - Section 2\" width=\"300\" height=\"300\" srcset=\"https:\/\/www.electionanalysis.ws\/us\/president2016\/wp-content\/uploads\/2016\/11\/US2016-Section-2-300x300.png 300w, https:\/\/www.electionanalysis.ws\/us\/president2016\/wp-content\/uploads\/2016\/11\/US2016-Section-2-150x150.png 150w, https:\/\/www.electionanalysis.ws\/us\/president2016\/wp-content\/uploads\/2016\/11\/US2016-Section-2-768x771.png 768w, https:\/\/www.electionanalysis.ws\/us\/president2016\/wp-content\/uploads\/2016\/11\/US2016-Section-2-1020x1024.png 1020w, https:\/\/www.electionanalysis.ws\/us\/president2016\/wp-content\/uploads\/2016\/11\/US2016-Section-2-60x60.png 60w, https:\/\/www.electionanalysis.ws\/us\/president2016\/wp-content\/uploads\/2016\/11\/US2016-Section-2.png 1022w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/p>\n<h5 class=\"CampaignQuote2\">Section 2: Campaign<\/h5>\n<div class=\"page-list\"><ul class=\"list-group-item\"><li class=\"page_item page-item-91\"><a href=\"https:\/\/www.electionanalysis.ws\/us\/president2016\/us-election-analysis-2016\/section-2-campaign\/evidence-for-the-powerful-roles-of-polarization-and-partisanship\/\">Evidence for the powerful roles of polarization and partisanship<\/a><\/li>\n<li class=\"page_item page-item-95\"><a href=\"https:\/\/www.electionanalysis.ws\/us\/president2016\/us-election-analysis-2016\/section-2-campaign\/the-emotional-brand-wins\/\">The emotional brand wins<\/a><\/li>\n<li class=\"page_item page-item-97\"><a href=\"https:\/\/www.electionanalysis.ws\/us\/president2016\/us-election-analysis-2016\/section-2-campaign\/donald-trumps-slogan-betrays-a-renewed-political-fixation-on-the-past\/\">Donald Trump\u2019s slogan betrays a renewed political fixation on the past<\/a><\/li>\n<li class=\"page_item page-item-99\"><a href=\"https:\/\/www.electionanalysis.ws\/us\/president2016\/us-election-analysis-2016\/section-2-campaign\/dog-whistles-and-dumpster-fires\/\">Dog whistles and dumpster fires<\/a><\/li>\n<li class=\"page_item page-item-101\"><a href=\"https:\/\/www.electionanalysis.ws\/us\/president2016\/us-election-analysis-2016\/section-2-campaign\/how-donald-trump-bullies-with-his-body-language\/\">How Donald Trump bullies with his body language<\/a><\/li>\n<li class=\"page_item page-item-103\"><a href=\"https:\/\/www.electionanalysis.ws\/us\/president2016\/us-election-analysis-2016\/section-2-campaign\/analysing-debate-questions-is-it-time-to-rethink-the-town-hall\/\">Analysing debate questions: is it time to rethink the town hall?<\/a><\/li>\n<li class=\"page_item page-item-105\"><a href=\"https:\/\/www.electionanalysis.ws\/us\/president2016\/us-election-analysis-2016\/section-2-campaign\/image-bites-voter-enthusiasm-and-the-2016-presidential-election\/\">Image bites, voter enthusiasm, and the 2016 Presidential Election<\/a><\/li>\n<li class=\"page_item page-item-107\"><a href=\"https:\/\/www.electionanalysis.ws\/us\/president2016\/us-election-analysis-2016\/section-2-campaign\/air-war-campaign-advertising-in-the-2016-presidential-election\/\">Air war? Campaign advertising in the 2016 Presidential Election<\/a><\/li>\n<li class=\"page_item page-item-111\"><a href=\"https:\/\/www.electionanalysis.ws\/us\/president2016\/us-election-analysis-2016\/section-2-campaign\/the-backlash-of-the-loose-cannon-musicians-and-the-celebrity-cleavage\/\">The backlash of the loose cannon: musicians and the celebrity cleavage<\/a><\/li>\n<li class=\"page_item page-item-113\"><a href=\"https:\/\/www.electionanalysis.ws\/us\/president2016\/us-election-analysis-2016\/section-2-campaign\/the-curious-case-of-jill-stein\/\">The curious case of Jill Stein<\/a><\/li>\n<li class=\"page_item page-item-115\"><a href=\"https:\/\/www.electionanalysis.ws\/us\/president2016\/us-election-analysis-2016\/section-2-campaign\/the-green-party-effect-in-the-us-2016-election\/\">The Green Party effect in the US 2016 Election<\/a><\/li>\n<li class=\"page_item page-item-127\"><a href=\"https:\/\/www.electionanalysis.ws\/us\/president2016\/us-election-analysis-2016\/section-2-campaign\/us-presidential-candidate-selection\/\">US presidential candidate selection<\/a><\/li>\n<li class=\"page_item page-item-117\"><a href=\"https:\/\/www.electionanalysis.ws\/us\/president2016\/us-election-analysis-2016\/section-2-campaign\/the-lolnothingmatters-election\/\">The #LolNothingMatters election<\/a><\/li>\n<\/ul><\/div>\n<p><\/div><\/p>\n<p><div class=\"col-lg-9 col-md-9 col-xs-12 col-sm-9\"><\/p>\n<p class=\"FIRST-PARA\">In one of the most astonishing U.S. elections in modern political history, Donald Trump became the 45th President of the United States. Relying largely on opinion polls and over 1,000 celebrity endorsers, including Beyonc\u00e9 and Katy Perry, election forecasters put Hilary Clinton\u2019s chance of winning at\u00a0<a href=\"http:\/\/projects.fivethirtyeight.com\/2016-election-forecast\/\"><span class=\"Hyperlink\">70% to 99%<\/span><\/a>. Oprah Winfrey\u2019s endorsement of Obama in 2008 increased the contributions received by Obama, and an estimated\u00a0<a href=\"http:\/\/www.stat.columbia.edu\/~gelman\/stuff_for_blog\/celebrityendorsements_garthwaitemoore.pdf\"><span class=\"Hyperlink\">1 million additional votes<\/span><\/a>. So what role did celebrity endorsement play?<\/p>\n<p class=\"FIRST-PARA\"><strong>Use of celebrities in politics<\/strong><\/p>\n<p class=\"Basic-Paragraph-US\">Historians have traced the role of celebrities in politics back to the 1920 U.S. election, when Lillian Russell and other\u00a0<a href=\"http:\/\/www.atlasobscura.com\/articles\/warren-g-harding-was-the-first-celebrityendorsed-president\"><span class=\"Hyperlink\">film stars<\/span><\/a>\u00a0endorsed Warren Harding. In 1960, John F. Kennedy was\u00a0<a href=\"http:\/\/www.pophistorydig.com\/topics\/kennedy-sinatra-1958-1960\/\"><span class=\"Hyperlink\">endorsed by Rat Pack members<\/span><\/a>\u00a0Sammy Davis junior and Dean Martin. More recently,\u00a0<a href=\"http:\/\/www.oprah.com\/world\/why-oprah-endorsed-barack-obama\"><span class=\"Hyperlink\">Oprah Winfrey<\/span><\/a>\u00a0and George Clooney supported Barack Obama. Actor\u00a0<a href=\"http:\/\/www.huffingtonpost.com.au\/entry\/clint-eastwood-as-a-emcha_b_143287\"><span class=\"Hyperlink\">Clint Eastwood<\/span><\/a>, endorsed Republicans John McCain in 2008 and Donald Trump\u00a0<a href=\"http:\/\/www.abc.net.au\/news\/2016-08-05\/donald-trump-clint-eastwood-says-people-should-just-get-over-it\/7692582\"><span class=\"Hyperlink\">this time around<\/span><\/a>.<\/p>\n<p class=\"FIRST-PARA\"><strong><span class=\"BOLD\">Who endorsed who?<\/span><\/strong><\/p>\n<p class=\"Basic-Paragraph-US\">Both Hillary Clinton and Donald Trump have been endorsed by an army of celebrity supporters. Some of Clinton\u2019s high-profile endorsers were\u00a0<a href=\"http:\/\/www.politico.com\/story\/2016\/10\/lebron-james-endorses-clinton-229033\"><span class=\"Hyperlink\">LeBron James<\/span><\/a>, Meryl Streep, Lady Gaga,\u00a0<a href=\"http:\/\/time.com\/4306966\/lena-dunham-hillary-clinton-bernie-sanders\/\"><span class=\"Hyperlink\">Lena Dunham<\/span><\/a>, and Snoop Dogg. In contrast, Trump\u2019s supporters were less well-known and included\u00a0<a href=\"http:\/\/www.nydailynews.com\/entertainment\/azealia-banks-endorses-donald-trump-twitter-article-1.2630529\"><span class=\"Hyperlink\">Azealia Banks<\/span><\/a>, Tom Brady, Mike Tyson, Hulk Hogan, and Scott Baio.<\/p>\n<p class=\"Basic-Paragraph-US\">Hilary\u2019s celebrity endorsers had a greater social media reach and made powerful statements such as Elizabeth Banks\u2019\u00a0<a href=\"https:\/\/youtu.be\/YttscNOoAjA\"><span class=\"Hyperlink\">Fight Song<\/span><\/a>\u00a0or the star-studded Avengers cast\u2019s oblique but powerful\u00a0<a href=\"https:\/\/www.youtube.com\/watch?v=nRp1CK_X_Yw\"><span class=\"Hyperlink\">statement against Trump<\/span><\/a>.<\/p>\n<p class=\"FIRST-PARA\"><strong><span class=\"BOLD\">Celebrities sell<\/span><\/strong><\/p>\n<p class=\"FIRST-PARA\">One in five ads globally\u00a0<a href=\"http:\/\/www.emeraldinsight.com\/doi\/full\/10.1108\/10610421011085767\">features a celebrity<\/a>. Marketers spend millions on celebrity endorsers to leverage \u201csecondary brand associations\u201d \u2013 that is, people transfer their opinions and feelings about a celebrity to the brand (e.g., Beyonce and Pepsi \u2013 worth US$50 million).<\/p>\n<p class=\"Basic-Paragraph-US\">In a cluttered world where myriad messages fight for the attention of time-starved consumers, celebrity endorsers serve as arbiters of public opinion. Marketers rely on symbolic and emotional features to generate \u201csociopsychological associations\u201d. Some celebrities are so aspirational that even a glimpse of them in an ad conveys positive meaning (e.g.,\u00a0<span class=\"Hyperlink\">Cristiano Ronaldo<\/span>).<\/p>\n<p class=\"Basic-Paragraph-US\">In order to transfer positive meaning, the celebrity, should have the following\u00a0<a href=\"http:\/\/www.emeraldinsight.com\/doi\/full\/10.1108\/02634501311292948\"><span class=\"Hyperlink\">traits<\/span><\/a>:<\/p>\n<p class=\"Basic-Paragraph-US ParaOverride-2\"><span class=\"_idGenBNMarker-1\">\u2022<\/span>attractiveness (physique, intellect, athleticism, lifestyle);<\/p>\n<p class=\"Basic-Paragraph-US ParaOverride-2\"><span class=\"_idGenBNMarker-1\">\u2022<\/span>credibility (expertise, trustworthiness); and<\/p>\n<p class=\"Basic-Paragraph-US ParaOverride-2\"><span class=\"_idGenBNMarker-1\">\u2022<\/span>meaning transfer (compatibility between brand and celebrity).<\/p>\n<p class=\"Basic-Paragraph-US\">Quite often, celebrities use their high profile to promote causes, like singer Bono\u2019s\u00a0<a href=\"https:\/\/www.one.org\/international\/\"><span class=\"Hyperlink\">One campaign<\/span><\/a>\u00a0against poverty.<\/p>\n<p class=\"FIRST-PARA\"><strong><span class=\"BOLD\">Celebrity endorsements in politics makes sense<\/span><\/strong><\/p>\n<p class=\"FIRST-PARA\">We know celebrities grab and hold consumer attention. Yet, expertise and credibility are important elements when wanting to influence consumers. Interestingly, people consider celebrities to be more\u00a0<a href=\"http:\/\/www.sciencedirect.com\/science\/article\/pii\/S0362331910001242\"><span class=\"Hyperlink\">credible and trustworthy<\/span><\/a>\u00a0than politicians.<\/p>\n<p class=\"Basic-Paragraph-US\">Young people believe celebrities have an effect on the way people think \u2013 more than politicians, scientists or academics.\u00a0<a href=\"http:\/\/edition.cnn.com\/election\/results\/exit-polls\/national\/president\"><span class=\"Hyperlink\">Exit polls of 24,537\u00a0respondents<\/span><\/a>\u00a0in the 2016 U.S. election showed that the 18-29 year old segment was the smallest (12%) with 55% voting for Clinton, while 53% of 45-64 year olds, the largest segment (40%) voted for Trump. Outside of age,\u00a0<a href=\"http:\/\/www.tandfonline.com\/doi\/abs\/10.1080\/19392397.2014.925408\"><span class=\"Hyperlink\">ethnicity and gender<\/span><\/a>\u00a0affect celebrity endorsement influence. Of the surveyed women, 54% voted for Clinton, and 53% of men voted for Trump. Most of the surveyed voters were White (70%) and of those, 58% voted for Trump, while most of the Black (88%), Latino (65%) and Asian voters (65%) voted for Clinton. On the whole, Clinton received a higher number of\u00a0<a href=\"http:\/\/www.abc.net.au\/news\/us-election-2016\/results\/\"><span class=\"Hyperlink\">overall votes (47.8%)<\/span><\/a>, however, due to the Electoral College system, Trump was elected president.<\/p>\n<p class=\"FIRST-PARA\"><strong><span class=\"BOLD\">Effectiveness and audience<\/span><\/strong><\/p>\n<p class=\"FIRST-PARA\">A key difference in the 2016 U.S. election was that Trump was also a celebrity in his own right. People\u2019s experience of his public persona through his roles on TV has over time instilled a specific meaning which was\u00a0<a href=\"https:\/\/theconversation.com\/what-does-trumps-rise-mean-for-the-past-present-and-future-of-celebrity-politics-65159\"><span class=\"Hyperlink\">transferred<\/span><\/a>\u00a0to his political campaign. Furthermore, Trump had a clear message centred on change, with an anti-establishment bent. In contrast, Clinton embodied the establishment and was considered\u00a0<a href=\"https:\/\/www.washingtonpost.com\/news\/the-fix\/wp\/2016\/07\/25\/4-brutal-poll-numbers-that-greet-hillary-clinton-at-the-democratic-national-convention\/\"><span class=\"Hyperlink\">untrustworthy<\/span><\/a>\u00a0due to accusations during her time as Secretary of State and her family\u2019s charity the Clinton Foundation.<\/p>\n<p class=\"FIRST-PARA\"><strong><span class=\"BOLD\">So what\u2019s the final verdict?<\/span><\/strong><\/p>\n<p class=\"FIRST-PARA\">Having the endorsement of celebrities is not enough. There has to be a match-up (or compatibility) between the celebrity and the brand (or politician). For instance the Hu collection, by\u00a0<a href=\"https:\/\/www.youtube.com\/watch?v=PsgJqTqMwIA\"><span class=\"Hyperlink\">Pharrell Williams and Adidas Originals<\/span><\/a>, has the necessary credible context. On the other hand, Scarlett Johannson\u2019s endorsement of\u00a0<a href=\"https:\/\/www.youtube.com\/watch?v=W7ivSdvc4S0\"><span class=\"Hyperlink\">Sodastream<\/span><\/a>\u00a0failed to solidify the relationship while losing<a id=\"_idTextAnchor009\"><\/a>\u00a0Johannson her Oxfam ambassador position.<\/p>\n<p class=\"Basic-Paragraph-US\">With the right celebrity endorsements, political campaigns can do quite well. However, they need to establish a clear connection between the politician and celebrity endorsing them. Otherwise, the message comes across as disingenuous and irrelevant at best.<\/p>\n<p><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":2,"featured_media":0,"parent":23,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-109","page","type-page","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>US election: what impact do celebrity endorsements really have? - US Election Analysis 2016<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.electionanalysis.ws\/us\/president2016\/us-election-analysis-2016\/section-2-campaign\/us-election-what-impact-do-celebrity-endorsements-really-have\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"US election: what impact do celebrity endorsements really have? 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