Richard Dyer has written extensively about the role of stars in film, TV and music. Irrespective of the medium, stars have some key features in common. A star is an image, not a real person, that is constructed (as any other aspect of fiction is) out of a range of materials (Eg. advertising, magazines etc. as well as films [music]) Stars are commodities produced and consumed on strength of their meanings, as they reinvent what you want people to think of you. Stars (magazines/posters- sell the star and the film) depend upon a range of subsidiary media (magazines, TV, radio, the internet) in order to construct an image for themselves which can be marketed to their target audiences. The star image is made up of a range of meanings which are attractive to the target audience.
Fundamentally, the start image is incoherent, that is incomplete and open. Dyer says that this is because it is based upon two key paradoxes.
Paradox 1
The star must be simultaneously ordinary and extraordinary for the consumer. Somebody people can aspire to be like. For example, people aspire to be like Cheryl Cole as they think they can relate to her as she came from a working background and made herself into the media by entering a competition which many people try to achieve such as the X Factor.
Cheryl Cole Loreal advert
Paradox 2
The star must be simultaneously present and absent for the consumer.
The star image-
The incoherence of the star image ensures that audiences continually strive to 'complete' or to 'make sense of' of the image. This is achieved by continued assumption of the star through his or her products. In the music industry, performance seems to promise the completion of the image, but it is always ultimately unsatisfying. This means that fans will go away determined to continue consuming the star in order to carry on attempting their image. For example, fans of the Kardashian's will keep buying their products to 'complete' their image. Could the Kardashians be taking advantage of this? The fact that they are becoming a billion dollar empire proves it.
The Kardashian's endorsements include:
- Kardashian Konfidential book
- Keeping up with the Kardashians/Kim and Kourtney take New York/ Khloe & Lamar/ Khloe and Kourtney take Miami
- Endorsement with Fusion Beauty
- Doll House novel
- Quick Trim diet pills
- QVC clothing line called K-Dash
- Dash boutiques
- Armenian-inspired jewellery line called Virgins, Angels and Saints
- Endorsement deal with Shoedazzle.com
- Kim Kardashian perfume
- Signature Series Couture Lollipops from The Sugar Factory Candy Store
- Endorses fast food for Carls Jr.
- Endorses Muscle Flex VATA Athletic Wear
- Endorses Midori Liquer
- A sunless tanner called Kardashian Glamour Tan
- A line of bathing suits called the Divinity Collection for Beach Bunny Swimwear
- Endorsement deal with Perfect Skin
- Endorsement with Skechers
- Own line of signature watches
- Endorsement deal with "For every body" candles, which created the Kardashian DASH signature candle
- At-home laser hair removal product called Trial Beauty
- Endorsed Charmin for the grand opening of their public bathrooms in Times Square in November
- Endorsement with 'Famous Cupcakes'
- Kris Kardashian book
- Workout DVD's
- Kardashian Milkshakes
- Kardashian OPI nail polish collection
- Kardashian for Bebe line
- Kardashian Khaos (in Vegas’ Mirage Hotel)
Kim Kardashian reportedly gets paid $10, 000 for each sponsored tweet, her website has more visitor counts than Vogue and earns $50,000 to give magazines like Us exclusive pictures of her in a bikini, along with quotes about her weight-loss tips.
The Kardashian Kollection at Sears creates an image in which fans want and will therefore consume them through their products.
Another Kardashian endorsement at Sketchers
Another endorsement for fast food company Carls Jr.
No comments:
Post a Comment