A lot of advertisements have used celebrities as a way to attract viewers. I agree with claire grayston‘s blog that Macy features seven celebrities instead of just one or two in order to attract a huge demographic both young and old. Another idea of Macy’s that I find appealing is it targets the affective component of a consumer’s attitude by making them feel that they are in a dream-like celebrity state when they are shopping. It gives audiences the message that they will feel luxurious when they shop at Macy’s.

The featuring of celebrities in advertisements is also used indirectly as a social reference group for various consumers. It makes consumers aspire to be part of an elite group. The commercial gives audiences the idea that they are part of a group of celebrities when they shop at Macy’s. In my opinion, the need for consumers to feel like they are part of a certain group satisfies both their love and esteem needs in that it makes them feel that they are part of some luxurious group, which boosts their level of self-confidence and satisfaction in life.

The use of celebrities has been a popular and effective marketing strategy advertisers have used to convince consumers to purchase their products. Consumers can relate to the celebrity, motivating them to purchase the celebrity’s associative product. Companies such as Nike often create celebrity endorsement contracts for celebrities to endorse their product. This allows the consumer to continue to keep tabs on every new item the celebrity endorses, so that they will purchase it.