Sue Jozui's Argument Summary

People have very different opinions about celebrity endorsement. Sue Jozui in her excerpt argues that rules and guidelines should be legislated for advertising using celebrities. Jozui supports her argument by first describing multiple examples of celebrity endorsed products. She continues by explaining how the audience is influenced by the celebrity. Jozui’s purpose is to convince consumers to boycott this type of advertisement so that the consumer is not insulted or misled. She establishes a critical tone for the consumers of the product. Companies should be able to promote their products how they wish because it’s the consumer’s responsibility to research the product and make decisions based on the quality of the product rather than the celebrity endorsers. Jozui argues that using celebrities to advertise products is unethical and misleading. She sarcastically says, “Am I going to buy the newest SUV because an attractive talk-show host gets paid to pretend he drives one?” Jozui is saying that the celebrity is only saying they are using the product because they are getting paid, which …show more content…
Using celebrities to advertise a product creates more interest in the product and draws more people to research the product and possibly buy it. There are many companies in competition with each other, and celebrity endorsement won’t necessarily make customers buy the product but it will draw more attention to that specific company over other companies, which will cause that company to be more successful. The author’s argument is also incorrect because marketing isn't misleading if the celebrity does in fact use the product. Consumers have no way of knowing for sure whether the celebrity uses the product or not and most celebrities claim that they wouldn't feel good about making money over something they aren't proud of. Therefore, if the celebrity does use the product, the advertisement isn't