When I heard about the song, I knew that a lot of girls would want to see the music video. As I watched this I noticed something that was the main focus for a couple of scenes. And it was focused on his fragrance. Honesty, I was't shocked to see this because every celebrity that has created a fragrance/makeup line or clothing line has introduced their product to the audience somehow. In this case he shows it in his music video. The technique that advertisers use is testimonial. Just like in the One Direction fragrance ad, a high charted celebrity endorsing his/her own product automatically gets fans to want their product. The audience is consumed by the fact that it is made by someone famous and aren't worried about the quality of it. The fact that a super famous celebrity is advertising his own product makes number 1 fans want to buy it.
In the music video, his perfume is being featured and has captured the attention of Justin Bieber and his leading lady. The girl is being adored by Justin when she begins to use the perfume. Advertisers use the need for affiliation for consumers to notice that if you buy and use this product, then you can gain a friend, or in this case a boyfriend. Any girl would die to have guy like Justin Bieber as a friend or a boyfriend and this helps advertisers get people like them to buy their product in order to get the attention from others like Justin. The music video appeals to mostly girls because majority of the fan base is girls. With the help of the video, the girls will notice the fragrance and have to get it for their Christmas present.
Advertisers are very clever to include a product that is made by a celebrity into one of their works. I know that many girls will enjoy finding that present under the Christmas tree and hopefully get something under the "Mistletoe" with the help of the fragrance.
The advertising technique of simple solutions is being applied in this music video. At first, the girl is having difficulty getting Justin Bieber's full, undivided attention on her only. However, once she begins to use the Justin Bieber fragrance, her problem of winning Justin over the other girls is solved. He becomes her boyfriend and no other girls are trying to get his attention anymore.
ReplyDeleteWow! I didn't even realize that Justin Bieber was promoting his new fragrance through his music video. That is very clever and the fact that the music video "Mistletoe" is a Christmas song and came out during the holidays makes the product even better. However, I wonder if all his bad boy antics (reckless driving and late/no-show for concerts) are making the advertisers a little nervous. A celebrity testimonial can also backfire, if the public becomes disenchanted with their behavior.
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