It is true that celebrities drive and often create trends. Of course, different companies have noticed this and are trying to capitalize on it. After all, why shouldn\’t the latest trend be their own product? So they pay celebrities to appear in advertisements for their products and hope that sales will increase. Usually this tactic succeeds.
Of course, there are differences between Czech and foreign production. While in foreign countries famous actors and actresses often introduce their products, in our country it is mainly sports stars. Especially those who have recently achieved success in major competitions. Why is this?
Czechs in particular are more sports-loving than Americans. Therefore, sports celebrities also get more votes; the second reason is that there are not that many really famous actors in the Czech Republic, and if there are, most people know them more by their roles than by their names. Also, it is very expensive to bring in actors and actresses from abroad to make commercials, so it is not worth it. The exception, of course, is foreign commercials that are simply dubbed into Czech.
Another factor is that athletes are simply cheaper than actors. The pay for appearing in advertisements is considerably cheaper. Thus, it is rather profitable to hire them. In addition, sports, even the top sports, are not cheap, for every penny counts.
The question, however, is whether we should trust these celebrities. First of all, of course, they are paid to sing the praises of a certain product. Indeed, if they did not truly believe in the product in question, they would not be promoting it. And in many cases, that is true. On the other hand, we have to ask: Why would they promote a product if they don\’t really believe in it? Are they qualified to judge whether the product is really as good as they say it is? Should we not rather listen to the opinions of those who actually know something about the subject?
Of course, it is not only actors and athletes that companies hire. These days there is another kind of celebrity known primarily among young people: the Youtuber. These are so-called “paid promotions” or “sponsorships”. Companies pay these people to promote their products in videos. This method is much cheaper than creating commercials, but on the other hand does not have the same reach. Nevertheless, this method can work, especially among young people.
Thus, celebrities weigh in. But is it a good thing? What makes them different enough from the rest of us to care about their opinions? Wouldn\’t it be better to reflect on the situation and seek advice from experts if you are unsure? At least if you are an expert, you are certain that you are not being paid to praise a product.
