Celebrities

Celebrity Non-sweethearts
By Paul Herbig


Celebrities have gained deity perspective in many minds. More than ever before, Americans are celebrity smitten, if not obsessed. Some psychologists claim Americans need celebrities as much as food, water and shelter. “We need them to feel connected.” Some estimates are that one in three people are moderate to advanced celebrity worshippers. Whether the paparazzi follow celebrities because the public demands news of the stars or the celebrities and their pr machines broadcast news because they believe the public should be interested, the situation is not healthy.

It is the epitome of the infamous “Fifteen Minutes of Fame.” Celebrities are made every day. A man in California suspected of killing his wife; Smart after her kidnapping. A female American soldier captured in Iraq. (What happened to the hundreds of Americans killed in Iraq—why aren’t they celebrities; they gave the ultimate sacrifice, their life. Why was she chosen?) If they aren’t appearing, they are being invented (American Idol? Bachelor/Bachelorette, Survivor). Michael Jackson’s arrest lit the headlines for weeks, even to the point of downplaying Iran’s massive earthquake that killed tens of thousands or the Asian Tsunami. Kobe Bryant occupied the news for weeks during Summer 03 for a rape accusation (how many real rapes occur daily, what made him so special?) News networks placed this situation on par with the Iraqi war.

Oprah Winfrey tells America what books to read. Celebrities sponsor every product imaginable. What makes them an expert? Why should we buy a certain pair of shoes or apparel just because a celebrity says we should? Hugh Hefner eating a Carl’s Jr. hamburger is meant to bring throngs to the fast-food chain because Hugh supposedly eats there and says they should? Hollywood Celebrities make headlines by their political actions and comments: what makes them political experts? Why should Americans care what Jane Fonda has to say? The ultimate in hubris was when Ben Affleck made his “if Bush gets elected I am out of here.” Comment during the 2000 election. Did he really expect Americans to vote against Bush because they did not want to see him leave? He might be an excellent actor but as a knowledgeable political figure he is not credible. And finally there are those inane television shows whose very essence consists of celebrities and their status: Celebrity Poker, Donald Trump interviews, Made for TV movies about celebrities, Celebrity-Magazines fill the grocery next to check-out; Does Hollywood really believe the “little person” is so concerned about their stars they want to know every bit of gossip (affairs or rumored affairs, inside scoop on marriage difficulties, operations, etc) no matter how trivial? What is this society coming to?

Some experts say technology is to blame. Celebrities used to be larger than life and inaccessible—viewable only on the big screen or the little screen in the living room. No longer. Fans can now learn and view intimate details of celebrities practically on a minute-to-minute basis through 24 hour news channels, Entertainment cable channels, a host of available print vehicles, or online at any of the many celebrity or fan web sites. The end result is the feeling that the fan knows the celebrity, establish a relationship with them, and shares the celeb’s life. Or perhaps it is, as another expert indicates, because we, as a nation of consumers, are information hungry, about anything, including stars.
Another reason is due to economic uncertainty and recessions: during economic downturns, there is a tendency for people to want to know about the rich and famous more than other times. Others say the advanced economic status of the developed countries is to blame. As all the basic needs are taken care of, more leisure time is available. When this happens, Joyce Brothers says, “We have time to fritter away on less important things.”

Stars who believe their own press . . . Jack Quigman played Quncy, MD and then for years afterwards relied on his expert presence to rally troops around medical issues.
Parade magazine sells out constantly with only stories about stars and starlets. The same goes for People,..Sports , Media, Music and Hollywood. Celebs: America’s royalty? It certainly appears so.

The demagogy of the word hero is an excellent example. In past days, the term hero was reserved for one who sacrificed his/her life or whose actions put his/her life in jeopardy. Heroes were also those who put their career, reputation, honor on the line for that they believed in. It was not a term to be bandied around lightly. Today, the term is practically synonymous with celebrity. Michael Jordan is a hero to the youth; really? When did he ever put his life on the line?

From a marketing perspective, if celebrities sell, who are we to pass judgment on the situation. Nonetheless, use of celebrities as sponsors of products must be a cautious undertaking. O.J. Simpson was the star of Hertz commercials, jumping over airport lounge chairs, and running through airports, for decades. The public indelibly linked the two. It was a huge success for years--until the summer of 1994 with the murder of his wife and her male friend. Even though eventually acquitted, the negative press and the resulting doubts have made him persona non-grata for any sponsorship role; the impact upon Hertz has had to be negative. Another prime example is the Drink Milk campaigns with celebrity after celebrity with milk moustaches. Another great success. Except with Dennis Rodman, the NBA bad boy, went too far, kicked an courtside cameraman during a game; The Agency fired Dennis and withheld those ads with his appearances.

Celebrities sell but not celebrities are created equal and stay that way. Be careful whom you choose. .