Transformation of Celebrity in Advertising Campaigns: Authenticity and Influence on Consumer

Student: Itkina Margarita

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2020

This research is aimed to depict the end user's attitude towards advertising using celebrity or opinion leaders. It is also important to note that the work is aimed at studying models of the relationship between celebrity and the advertised product, as well as their similarities and differences. Also, the main objectives may include studying the perception of potential consumers of advertising without using celebrity. The first stage will be a content analysis of advertising campaigns, which will be used in the survey. This leads to the second stage of the study. The survey will show the opinions of different social groups, society as a whole and individuals. An important factor in this study is what is said about the brands of telecommunications cellular communications in the Russian market.

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