Open AccessROLE OF CELEBRITY ENDORSEMENT IN MAKING A SOCIAL CAMPAIGN SUCCESSFUL WITH SPECIAL REFERENCE TO JAIPUR CITY
Author(s) -
Bhakti Bakshi,
Ujjvala M. Tiwari
Publication year - 2022
Publication title -
shodhkosh: journal of visual and performing arts
Language(s) - English
Resource type - Journals
ISSN - 2582-7472
DOI - 10.29121/shodhkosh.v3.i1.2022.79
Subject(s) - social issues , psychology , population , advertising , public relations , political science , social psychology , medicine , environmental health , business , law
A celebrity is said to be any individual who is famous amongst the public and this recognition of him is used to promote products or sometimes messages that are in public interest or even a social message making it a Social Advertisement. Social advertisements are one that give the viewer some serious thought about the social issue with the primary purpose of it being to educate the masses through the messages that are harder hitting that could help in the positive change. Celebrity endorsement is widely used as a tool to create awareness about any social problem like smoking, pulse polio, drugs, alcohol, domestic violence, population, pollution, family planning, care and concern for the old age or disabled, National Integration, rape, health and cleanliness etc and not just promoting ideas of Greater Awareness of social norms but also leads to better understanding and better solution to the societal problems.