Businesses commonly use celebrities to endorse their products, meaning they feature a celebrity in the commercial holding the product, using the product, or talking about the product features. Other times businesses have the celebrity wear the product or talk about how they use the product in their everyday lives.
With this concept in mind, select one of the following celebrities to endorse Diet Pepsi in an attempt to reach the young people between the ages of 12–19:
Dwayne Johnson
Beyoncé
Cardi B
Elon Musk
Respond to the following:
Why did you choose this celebrity? How does this celebrity align to the target market?
Which media channels would you use to reach the target market with this celebrity endorser? How would you get your celebrity to actually endorse the product, based upon the discussion board introduction?
Sample solution
Dante Alighieri played a critical role in the literature world through his poem Divine Comedy that was written in the 14th century. The poem contains Inferno, Purgatorio, and Paradiso. The Inferno is a description of the nine circles of torment that are found on the earth. It depicts the realms of the people that have gone against the spiritual values and who, instead, have chosen bestial appetite, violence, or fraud and malice. The nine circles of hell are limbo, lust, gluttony, greed and wrath. Others are heresy, violence, fraud, and treachery. The purpose of this paper is to examine the Dante’s Inferno in the perspective of its portrayal of God’s image and the justification of hell.
In this epic poem, God is portrayed as a super being guilty of multiple weaknesses including being egotistic, unjust, and hypocritical. Dante, in this poem, depicts God as being more human than divine by challenging God’s omnipotence. Additionally, the manner in which Dante describes Hell is in full contradiction to the morals of God as written in the Bible. When god arranges Hell to flatter Himself, He commits egotism, a sin that is common among human beings (Cheney, 2016). The weakness is depicted in Limbo and on the Gate of Hell where, for instance, God sends those who do not worship Him to Hell. This implies that failure to worship Him is a sin.
God is also depicted as lacking justice in His actions thus removing the godly image. The injustice is portrayed by the manner in which the sodomites and opportunists are treated. The opportunists are subjected to banner chasing in their lives after death followed by being stung by insects and maggots. They are known to having done neither good nor bad during their lifetimes and, therefore, justice could have demanded that they be granted a neutral punishment having lived a neutral life. The sodomites are also punished unfairly by God when Brunetto Lattini is condemned to hell despite being a good leader (Babor, T. F., McGovern, T., & Robaina, K. (2017). While he commited sodomy, God chooses to ignore all the other good deeds that Brunetto did.
Finally, God is also portrayed as being hypocritical in His actions, a sin that further diminishes His godliness and makes Him more human. A case in point is when God condemns the sin of egotism and goes ahead to commit it repeatedly. Proverbs 29:23 states that “arrogance will bring your downfall, but if you are humble, you will be respected.” When Slattery condemns Dante’s human state as being weak, doubtful, and limited, he is proving God’s hypocrisy because He is also human (Verdicchio, 2015). The actions of God in Hell as portrayed by Dante are inconsistent with the Biblical literature. Both Dante and God are prone to making mistakes, something common among human beings thus making God more human.
To wrap it up, Dante portrays God is more human since He commits the same sins that humans commit: egotism, hypocrisy, and injustice. Hell is justified as being a destination for victims of the mistakes committed by God. The Hell is presented as being a totally different place as compared to what is written about it in the Bible. As a result, reading through the text gives an image of God who is prone to the very mistakes common to humans thus ripping Him off His lofty status of divine and, instead, making Him a mere human. Whether or not Dante did it intentionally is subject to debate but one thing is clear in the poem: the misconstrued notion of God is revealed to future generations.
References
Babor, T. F., McGovern, T., & Robaina, K. (2017). Dante’s inferno: Seven deadly sins in scientific publishing and how to avoid them. Addiction Science: A Guide for the Perplexed, 267.
Cheney, L. D. G. (2016). Illustrations for Dante’s Inferno: A Comparative Study of Sandro Botticelli, Giovanni Stradano, and Federico Zuccaro. Cultural and Religious Studies, 4(8), 487.
Verdicchio, M. (2015). Irony and Desire in Dante’s” Inferno” 27. Italica, 285-297.
Sample Answer
Sample Answer
I have chosen Beyoncé to endorse Diet Pepsi in an attempt to reach young people between the ages of 12-19. Beyoncé is a highly influential and popular celebrity, especially among the younger demographic. She has a massive following on social media platforms like Instagram and Twitter, where she regularly interacts with her fans and shares updates about her personal life and career.
Beyoncé aligns well with the target market for several reasons. Firstly, she has a strong presence in the music industry, and her music resonates with young people. Her songs often promote themes of empowerment, self-expression, and confidence, which are values that align with the target market’s desires for independence and individuality. Additionally, Beyoncé is known for her strong work ethic, discipline, and dedication to maintaining a healthy lifestyle, which can be seen as aspirational qualities for young people.
To reach the target market with Beyoncé as the celebrity endorser, I would utilize various media channels that are popular among young people. These may include:
Social media platforms: Beyoncé has a significant presence on platforms like Instagram and Twitter, where she has millions of followers. Utilizing these channels would allow us to leverage her influence and engage directly with the target market through sponsored posts, giveaways, and exclusive content.
Music streaming platforms: Young people are avid consumers of music, and platforms like Spotify and Apple Music have a wide user base within this demographic. Partnering with Beyoncé to create Diet Pepsi-themed playlists or featuring Diet Pepsi ads during her music streaming sessions would help to expose the product to the target market.
Television and online video platforms: Beyoncé has been involved in various television shows, documentaries, and live performances throughout her career. By strategically placing Diet Pepsi commercials during these appearances or sponsoring her online video content, we can ensure that our message reaches the desired audience.
To get Beyoncé to endorse the product, it would be important to present Diet Pepsi as a brand that aligns with her personal values and beliefs. Emphasizing the health benefits of the product and highlighting its suitability for individuals who prioritize their well-being would be crucial in appealing to Beyoncé’s image as a health-conscious individual. Additionally, offering a mutually beneficial partnership that allows Beyoncé to share her own experiences with the product, such as how she incorporates it into her busy lifestyle or fitness routine, would further incentivize her endorsement.
Overall, selecting Beyoncé as the celebrity endorser for Diet Pepsi would effectively align the brand with the target market of young people between the ages of 12-19. Leveraging her influence through various media channels would help to create awareness, generate interest, and reinforce the brand’s message among this demographic.
