The Effectiveness of Using Celebrities in Television Advertising in attracting Attention to Advertising (A Survey Study on a Sample of Syrian University Youth)

Abstract

The researcher aimed from this research to know the effectiveness of celebrities in the television advertisement in attracting the attention of the Syrian University youth towards the advertisement, and the research belongs to descriptive research, and the researcher adopted the survey method and the questionnaire tool, by applying to a sample of (200) male and female students from Damascus university students, and the researcher concluded that the most preferred celebrity category is Singing celebrities, followed by Acting celebrities, and the method of using celebrities in advertisement in general has a High evaluation, while the effectiveness of celebrities in the television advertisement in attracting the attention to the advertisement has an average evaluation, and for the evaluation of the dimensions of the celebrities, Attractiveness has a high evaluation, and matching with the product has an average evaluation, while credibility has a low evaluation with a small difference compared to the intermediate evaluation and high, and it was proven that there is a statistically significant correlation between the extent of concern to watch TV advertisements that use celebrities and evaluate the effectiveness of celebrities in its three dimensions (Credibility, Attractiveness, Congruence with product), while there was no difference

according to the type and academic specialization in each of evaluating the method of using celebrating in TV advertisement in general, and the effectiveness of using celebrities with its three dimensions in attracting attention towards the advertisement.