The two readings this week made me start to think in terms of what affected my buying choices (or my parents) and what media or celebrity influences I allowed to influence me growing up. Banet-Weiser’s article, “Home is Where the Brand Is” used the example of Hannah Montana and Walmart’s collaboration and the popularity it gained. In McAllister’s article, he discussed spectacular consumerism and how children respond to it. Though I specifically was a bit after this trend, some stars that became mega-celebrities did influence what I liked and bought. One of the earliest examples of this that I can recall is the Disney Channel show, “Lizzie McGuire”. Though not in terms of fashion, the show profiled other celebrities, such as Aaron Carter, in order to not only gain viewers but bring publicity to other musicians or performers.
A more current example, Disney stars like Miley Cyrus, Selena Gomez, and Demi Lovato have branched past acting and started their own singing, fashion, makeup, and other companies in order to mass commercialise themselves as a brand. Children eat this up. They see their favorite stars stars on clothing and eyeshadow and believe that if they purchase the items, they will be able to emulate the lives these stars live. Taking the opposite route, boy band One Direction has used their music career in order to brand themselves and create business opportunities in an unlimited number of ventures. Below are some examples of products.
What becomes apparent in these types of marketing is that the industry is bombarding children with brands in order to make them think they need all the “extras” that come along with being a fan of an actor/actress or a musician. The children then buy the apparel and makeup and extras that go along with being a fan of a brand in order to support the look/lifestyle they are aiming for.
Through mass consumption, brands are being to expand past what they represent into new realms. Dolls are becoming clothing, television shows, and movies. Musicians are putting out perfumes and selling lunch boxes, sneakers, and clothing. Actors and actresses in particular are becoming singers, fashion designers, and business executives through marketing themselves. A new era of “mega-celebrity” is occuring.
Brittany T Rizzo says
I agree with many of the points made in this post, especially since the examples used are ones that I am able to relate to. I can remember he episode of “Lizzie McGuire” that featured Aaron Carter and I believe it was one of the first episodes of the show that I ever watched. I was then hooked. This shows that I did exactly what the creators had hoped. I knew one of my favorite singers was going to be on the show so I tuned in and continued to watch the show after it. Another thing that I thought was interesting is how little things change. I feel like everything that One Direction is doing now can be compared to the different boy bands when I was younger. They know the market that they are trying to reach and create an array of products that they know their fans will buy.
mwb5778 says
Hi Katherine,
I really liked your post for this week, I think the example you gave of the Disney stars because I think they are like the role models for children and teenagers and it is not only affecting the girls also the boys, because they give us a certain image of how teenager girls should look like in that age. I think since Children and teenagers are affected by media and Disney that much then Media should try to portary a positive view and show that children and teenagers should be simple and pure at heart and have the best time of their lives instead of showing that they should be dressed in a fashionable way and act like they are in their twenties.