O’Regan (2014) says “Research suggests that [Oprah] Winfrey’s endorsement resulted in an increase in the number of votes and campaign contributions for Obama in the 2008 presidential primary election.” The supposed result of Winfrey’s endorsement is one of the most popular recent examples of the power of celebrity endorsement in politics, and although Winfrey herself is a particularly influential figure, celebrity endorsements are becoming more and more significant to political players and philanthropical or political causes. If we take for granted that celebrity endorsement of a brand or product can undoubtedly increase sales and consumption of the product, then it seems logical to assume that this power can be extended to politics.
Of course, it is possible, depending on the celebrity, that this endorsement could play out negatively for the brand, or the player, but US presidential elections certainly seem to inspire celebrities at all levels and of all opinions to speak out. During the 2016 election, celebrity endorsement for Hillary Clinton was seemingly everywhere. With the increase in celebrity social media presence, and the ease with which celebrities can now interact with their fans, the months leading up to the election allowed many public figures to express their opinion and endorse their candidate. However, it seems that with the 2016 election, the overwhelming number of celebrities endorsing Hillary Clinton could not quite ensure her victory.
Various studies into the power of celebrity advertising suggest that, while consumers often recall branding and product knowledge better when presented to them by a celebrity figure, there is suggestion that the celebrity should have some level of authority or expertise on the subject matter. (However, I would argue that this is largely based on connotation and concepts. For example, George Clooney is not necessarily expected to be knowledgeable about coffee, but in his Nespresso commercials, he is considered a symbol of luxury and decadence, and is therefore an appropriate face for a brand which sells itself as having luxury products.) Taking this theory into consideration, it seems logical that certain celebrities would have more powerful influence when it comes to political endorsements. Oprah Winfrey, for example, has been outspoken about activism and charity in the past, meaning she would be regarded as slightly more involved in the political sphere than say, Katy Perry, who also endorsed Clinton during the campaign.
Oftentimes, this will also impact the commercial success of celebrity-branded products, although it is much more likely than name alone can help to sell these products. For example, when One Direction released their fragrance Our Moment in 2013, it broke fragrance sales records, apparently selling at a rate of one bottle per minute (Hello Magazine, 2013). One Direction, logically, would have no expertise in female fragrances, but had a female-led fanbase, and one which consumed their products at an extraordinary rate.
Celebrity-branded products are extremely common, and often seem to follow similar lines (fragrances and clothing lines being the most popular), and their success is based entirely on the likeability and commercial success of the celebrity themselves. However, this does not mean that the product itself does not need to be well made, as negative responses to the product can impact the branding of the celebrity. Rihanna’s Fenty brand, for example, which started as a make-up line and is now also a lingerie line, is often praised for being a genuinely well-made product, and for the inclusivity within the range. In this instance, Rihanna has used her success as a musician and a personality to promote her brand, but as her brand gains popularity outside of her fanbase, she herself becomes more successful.
However, some celebrity endorsements and brands can be controversial, but in rare occasions, this does not seem to impact the overall success of the celebrity themselves. I am now looking specifically at Kanye West, who has been wrapped up in a string of controversies since his career took off in 2003. West, who has expanded his horizons beyond music into fashion and technology, among other areas, does not seem to have his career or personal success impacted by these controversies, and his own-branded or self-designed products are still remarkably successful. It would be logical to assume that when a figure is surrounded by controversy and drama, their endorsement or their name would become less prestigious or meaningful to a common consumer, but this does not seem to be the case with West. Of course, part of the reason for this is that Kanye is no longer just a figure, but is a very carefully constructed brand, as is his personal life and his marriage to Kim Kardashian. Through self-branding and clever marketing, the pair manage to keep Kanye held in some esteem despite his comments about George Bush in 2005, his feud with Taylor Swift that began in 2009, and more recently his endorsement of US President Donald Trump and his comments suggesting that slavery was “a choice”, to name a few of his most controversial moments.
Davies and Slater (2015) address this by saying “Consumers may continue to support a disgraced celebrity through ‘moral decoupling’ to separate their view of the celebrity’s behaviour from their admiration for his/her performance”, suggesting that while West continues to be a controversial and often-mocked figure personally, he is still considered a musical genius by many, which allows him to maintain the respect of his fans and therefore, continue to be a valuable commodity to his own brands and the brands he identifies with. However, West’s political power is still up for debate. While Trump claimed, in May 2018, that West’s support had doubled his approval rating among black men in America, there seems to be little evidence of this as various polls suggest there was no significant change in these ratings following West’s endorsement. However, it seems that while endorsement from a renowned public figure for a political actor can improve the chances of election success, Kanye West’s decision to support Donald Trump has only further damaged public opinion of West as a person, and not necessarily impacted Trump’s ratings at all.
Bibliography:
Davies, F & Slater, S. (2015). Unpacking celebrity brands through unpaid market communications. Journal of Marketing Management. 31 (5-6), p665-684.
Hello Magazine. (2013). One Direction fragrance is ‘fastest-selling scent ever’. Available: https://www.hellomagazine.com/healthandbeauty/skincare-and-fragrances/2013100314905/one-direction-fragrance-fastest-selling-perfume-ever/. Last accessed 1st July 2018.
O’Regan, V. (2014). The celebrity influence: do people really care what they think?. Celebrity Studies. 5 (4), p469-483.