How long does it take for my Cameo Video to be delivered?
Celebs have up to 7 days to complete requests they receive. While the turnaround time is typically much quicker, please keep this in mind for any time sensitive needs. If the celeb does not deliver the video within 7 days you will be credited back the full amount.
Can I have a celebrity join my video call or virtual event?
Yes! Cameo Live for Business will help you coordinate a "drop-in" with a celeb. This product is only available with dedicated rep support.
Can I remove the Cameo watermark or add my company logo to the video?
The Cameo watermark cannot be deleted, however we do offer co-branded watermarks for an additional charge. Reach out to your rep to learn more about pricing. The videos cannot be edited when purchased self-service.
Can I make a compilation video that uses multiple Cameos?
You can create compilation videos using Cameos with your dedicated rep. We do need to approve the compilation videos once finalized, so make sure to work closely with your rep on those projects.
Can I extend the license on my Business Cameo Video?
We offer license extensions around term and usage. You can add days to your license or add marketing channels for an additional fee. Reach out to your rep to learn more about pricing.
What if I’m not satisfied with the Cameo Video that gets delivered?
You can reach out to your rep and they'll help make it right. We can offer redos if the celeb says a name incorrectly or misses the mark. When booking self-service, you'll work with our customer service team ().
Abstract
Using celebrities to promote products is a popular advertising technique around the world. However, little is known about how the implementation of celebrity endorsement varies according to dominant cultural values. This study content-analyzed television commercials featuring celebrities from two diametrically different countries--the United States and Korea--in terms of two fundamental cultural dimensions: (1) low versus high context, and (2) individualism versus collectivism. Findings of this study suggest that the strategic use and creative executions of celebrity endorsement mirror the respective prevalent cultural orientations in the two countries, although some similarities do exist. Extensive discussion and suggestions for future research are provided.
Journal Information
As the premier journal devoted to the development of advertising theory and its relationship to practice, The Journal of Advertising serves as a public forum where ideas about advertising can be expressed and debated. The journal covers all research related to the various types of advertising, giving special attention to research dealing with the economic, political, social, and environmental aspects of advertising, and methodological advances in advertising research. Other topics of interest recently covered include the assessment of advertising effectiveness, advertising ethics, and global issues surrounding advertising.
Publisher Information
Building on two centuries' experience, Taylor & Francis has grown rapidlyover the last two decades to become a leading international academic publisher.The Group publishes over 800 journals and over 1,800 new books each year, coveringa wide variety of subject areas and incorporating the journal imprints of Routledge,Carfax, Spon Press, Psychology Press, Martin Dunitz, and Taylor & Francis.Taylor & Francis is fully committed to the publication and dissemination of scholarly information of the highest quality, and today this remains the primary goal.
Rights & Usage
This item is part of a JSTOR Collection.
For terms and use, please refer to our Terms and Conditions
Journal of Advertising © 2005 Taylor & Francis, Ltd.
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