MEDIA PROJECT

GNC:

THEORY: STAR POWER

Celebrity endorsement has for some time been perceived as a common technique in the present
day promoting. It is considered as an incredibly special instrument by advertisers around the world. Star
Power is a hypothesis of celebrity endorsement in which the brand utilizes the social followings of the
celebrity to focus on their potential clients as though the brand is being embraced by celebrity then
his/her fans will believe that in the event that they are utilizing the item, at that point it will be of
pleasant quality and beneficial to expand.

1. Genuine support

Genuine support refers to a situation in which a celebrity truly supports an endorsed product both on
and off camera (Magnini et al., 2008). A celebrity who is involved in the product design also appears to
provide genuine support for the endorsed product.

2. Celebrity power

Celebrity power refers to celebrity’s ability to persuade or influence the audience. In other words, a
person with strong celebrity power is able to make an individual respond to his/her requests.

3. Reference group

A reference group is defined as any person, group or institution that an individual uses as a point of
reference. A chosen celebrity can be an effective endorser when a target audience perceives his/her as a
part of their membership group .

ANALYSIS

GNC used John Abraham to endorse their brand as he is known for his good physique in society and
many group of people follow him because of his excellent body building techniques .so therefore GNC
endorses their products so as to mainly target the body builders , teenagers starting gyming.