Because the credit card company uses a celebrity endorsement, it employs vertical intertextuality. In order for someone to appreciate this commercial, he or she must first know who Degeneres is. A wildly successful comedienne and talk show host, Degeneres makes a point to be humorous but never make fun of people. To me, that is why she is so lovable. She always says that anyone can be funny by being mean or crude, but she is different because she can make anyone laugh with good, clean humor that is suitable for all ages.
Most everyone knows who Ellen is, so she is a successful endorser. Because of her notoriety, viewers can focus on the message of the ad instead of trying to figure out who that blonde lady is.
AmEx's use of Degeneres in their campaign is brilliant. Nearly everyone loves Ellen, thus the idea that nearly everyone will love AmEx prevails.
No comments:
Post a Comment