The effect of using stars in television (tv) commercials on consumers: An Application carried out Among University students in İzmir

Stars are sometimes used for bringing in brands an essence and a figure, rightalong with their physical characteristics, that is to say to building a brand image; andsometimes they are used in directing and executing public relations and salesdevelopment activities. TV advertising is another field in which the stars are used.Therefore, it is seen that the use of stars in TV advertisements is quite wide-spreadamong advertisers. The leading deep motive under these applications is to transfer star?spersonal characteristics, image, in short his qualities to the product in the scope ofmeaning transfer mentality by means of conducting connection between the product orservice advertised and the star. In this way, the consumer sees his/her favorite star in theadvertisement and thus the advertisement attracts the attention of the consumer byaddressing his/her feelings. In addition to all, by this method it is ensured that themessage is perceived by the consumer, ingrained in his mind; in other words it is madepermanent in the consumer?s mind and remembered when necessary.In this study, the effect of using stars in TV commercials on consumers isexamined. In the scope of the study, a data analysis is carried out by questionnaire inorder to clarify the effects of celebrity use in TV commercials on consumers and displaythese effects practically.