Mccracken s cultural model is of course silent regarding the psychological manifestations of meaning transfer. Theoretical framework the meaning transfer model cultural. Meaning transfer model was explained in detail in the previous section. This process is based on the idea that, in the consumer society, which is organized around culture, celebrities have a. Meaning manufacture and movement in the world of goods. Thus, comprehensive model to explain celebrity endorsements would benefit academicians and practitioners alike. That is, meanings associated with the celebrity become associated with the product in the mind of the consumer. Mar 02, 2010 as a cultural anthropologist, grant mccracken looks at the places where culture and commerce, anthropology and economics meet most often. In other words, cultural meaning is located in three places. This process is a conventional path for the movement of cultural meaning in consumer societies through formation of celebrity image, transfer of meaning from celebrity to product, and from product to consumers. As a cultural anthropologist, grant mccracken looks at the places where culture and commerce, anthropology and economics meet most often. Mccracken 1989 explained the effectiveness of celebrity endorsers by assessing the meanings that the. Mccracken 1989 defined the celebrity endorser as any individual who enjoys public recognition and who uses this recognition on behalf of a consumer good by appearing with it.
To complete the meaning transfer process, consumers acquire the meaning in the product through consumption. The meaning transfer model mccracken 1989 explained the effectiveness of celebrity endorsers by assessing the meanings that the consumer associated with the endorser and eventually transfer to the brand by suggesting a three stages meaning transfer model. Models of celebrity endorsement strategy uk essays. Theoretical explanations of meaning transfer and schemabasedmodels recent developments matthias roderstein seminar paper business economics offline marketing and online marketing publish your bachelors or masters thesis, dissertation, term paper or essay. Mccrackens meaning transfer model 1989 this model has the advantage of including affective and cognitive aspects. Mccracken 1989 suggests that a matchup of attractiveness or expertise alone is insufficient for achieving successful endorsements, positing a model of meaning transfer. Mccrackens 1988 model of meaning transfer asserts that such meaning originates in the culturally constituted world, moving into goods via the fashion system, word of mouth, reference groups, subcultural groups, celebrities, and the media. The meaning transfer model mtm proposed by mccracken 1986, 1989. Previous explanations, especially the source credibility and source attractiveness models are criticized, and an alternative meaning transfer model is proposed. In the present study, the authors aim to investigate the basic components of the meaning transfer model proposed by mccracken 1986, 1989 and outcome of the flow of meaning through celebrity endorsements.
The framework presented in figure 2 theorizes from mccrackens celebrity endorsement model to suggest that figure 1. Seller must transfer a special plate to a regular plate, in their county of residence, prior to the transfer of any vehicle. Apr 29, 20 finally, however, i happened upon a model that echoes my own conviction. In the present study, the authors aim to investigate the basic components of the meaning transfer model proposed by mccracken 1986, 1989 and outcome of the flow of meaning through. Credibility and attractiveness can effectively explain how and why celebrity endorsements work. Data suggest that a fundamental problem of valued possession disposition for older consumers is one of meaning transfer to facilitate identity preservation. A meaning transfer model of the disposition decisions of older. If the seller has lost their kentucky title, they will need to order a duplicate title.
The value proposition, the relationship and the model. Meaning is not transferred from the producer into the product, and then from the product to the consumer. In this model, he proposes that celebrity endorsers are special cases of meaning transfer. According to this model, celebrities effectiveness as endorsers stems from the cultural meanings with which. Viewing the world of celebrity as among the most powerful sources of meaning available to marketers, he explores the.
Very few speakers get a second chance at the podium at my events, but grant brings a uniquely insightful, engaged and brilliant perspective to where culture, media, advertising and the internet all slam into each other. In sum, as mccracken 1989 suggested, the meaning transfer model presented is intended to demonstrate that the secret of the celebrity endorsement is largely cultural in nature, and that the study of the celebrity endorsement is improved by a cultural perspective. Grant mccracken this article offers a new approach to celebrity endorsement. An investigation of the sociocultural impact on individuals bodyimage by anke jobsky 20, paperback at the best online prices at ebay. This study integrates the basic tenets of meaning transfer model in celebrity endorsements and metaphor theory in marketing. Jan 26, 20 further when mccracken describe the role of advertising and the fashion system in order to transfer meaning to consumer goods, despite his sharp observation of advertising process and the fashion system, he failed to accommodate their role in the contemporary society completely.
According to the meaning transfer model mccracken, 1989, simply by mere association and repeated exposure, the qualities of the endorser become associated with the product. The present study thus builds and empirically validates a conceptual model of celebrity endorsements based on the relatively less researched meaning transfer model mtm of mccracken 1989. Grant mccracken advances a model that encapsulates how meaning flows between culture, goods, and consumers. Based on mccrackens 1986 meaningtransfer model, the author has created a bodyimage meaningtransfer bimt model. The meaning transfer process in celebrity endorsements. Cultureby grant mccracken new ways to make culture and. Jun, 2016 of the three major streams of research in celebrity endorsements, the meaning transfer model mtm has received the least attention from researchers. According to this model, celebrities effectiveness as endorsers stems from the cultural meanings with which they are endowed. Evaluative conditioning and affect transfer given the scope of mccracken s thesis, it is plausible that celebrity affiliates will influence consumers beliefs and attitudes in numerous ways.
Apr 12, 2017 the meaning transfer model mccracken 1989 explained the effectiveness of celebrity endorsers by assessing the meanings that the consumer associated with the endorser and eventually transfer to the brand by suggesting a three stages meaning transfer model. Jun 02, 2017 grant mccracken advances a model that encapsulates how meaning flows between culture, goods, and consumers. Examining the effectiveness of athlete celebrity endorser. Understanding meaning transfer in celebrity endorsements. We adapt mccracken s model of meaning transfer to illustrate the strategies used by older consumers to mediate meanings. We adapt mccrackens model of meaning transfer to illustrate the strategies used by older consumers to mediate meanings.
Later, mccracken 1989 proposed a similar model of meaning transfer in celebrity endorsements citing the inefficiencies of the source credibility and matchup model. In the meaning transfer model, celebrity endorsement is defined as the process where cultural meanings that a celebrity represents are transferred to first the productbrand and from the product. A third advantage is that the model draws attention to the important roles of structure and process the latter mccracken calls transfer, which pursuing the meaning of meaning in the commercial world 3. For the purposes of this study i shall base my analysis on the model of one of them grant mccracken and his typology of the consumer rituals. Pdf the meaning transfer process in celebrity endorsements. The study builds on the literature on the various streams in celebrity endorsements and notes the contradictions in each. One simple tactic used to promote a beauty product, a product fundamentally designed to enhance your attractiveness, is to employ a beautiful celebrity to endorse it. Mccracken 1989 proposes the meaning transfer model as a rich and comprehensive description of the endorsement process. Until we fix these problems, we cant hope to fix the business model. According to mccracken, the meaning attributed to celebrities moves from the celebrity endorser to the product when the two are paired in an advertisement. Grant mccracken leading cultural anthropologist youtube. To assess celebrity influence as it may operate in the marketplace, well. Mccracken meaning transfer model the structure and transfer of an adequate guide. Cultural foundations of the endorsement process journal of consumer research, vol.
Ive asked grant mccracken to give two keynote addresses. An investigation of the sociocultural impact on individuals bodyimage. It is the point where the commodity achieves individuality throughout the process of the transfer of celebritys meanings. Extending this concept of meaning transfer from the celebrity endorser literature, it is suggested that events act in a manner analogous to endorsers in the transfer of image to sponsoring brands. Then the meaning is drawn from the object and transferred to an individual consumer. Consumers transfer their own meaning onto the product. How does celebrity endorsement affect consumers perception. An investigation of the sociocultural impact on individuals bodyimage author. If the registration is due to expire in the current year, you may renew the vehicle to your birthmonth. Place figure 2 here a key factor associated with the meaning transfer model is that a customers cultural milieu will affect the way in which the behaviour of people is interpreted and meaning given to objects encountered or contexts experienced.
The consumer has to be accepting and complicit in permitting the producers hoped for meaningbut the consumer may very simply attach an entirely unintended meaning, away from the. According to mccracken the meaning attributed to celebrities. Celebrity endorsers bring their meanings and images to an ad and transfer them to the product they are endorsing. Evaluative conditioning procedures are used as the tool to expose this process. Pose like a model this brown hair blue eyes makeup t. The central premise of the meaning transfer model is that a celebrity encodes a unique set of meanings that can, if the celebrity is well used. The bodyimage meaningtransfer model anke jobsky this book deals with the impact of the sociocultural environment on bodyimage in western consumer culture. The stories that go with the objects are complex and nuanced and transferring meaning requires consumers active mediation. Celebrity endorsement in business markets imp group.
First, when a celebrity endorses a product in an advertisement, the audience forms associations. The proposed framework suggests that hofstedes cultural dimensions can be used to classify different cultural groups for macro level analysis and mccrackens cultural categories, principles, and movement of meaning can be applied to explain individuals consumption. Mccrackens is less a stepbystep model than a guide in which to understand the functions and cultural meanings inherent in clothing and consumer goods. Mccracken 1989 and colleagues have explained the meaning transfer model and suggest that endorsers who are wellliked and attractive tend to be effective in transferring the meaning to a brand. Meaning resides in culture, which categorizes and differentiates people as belonging to.
Alternatively, theorizing by mccracken 1989 offers a more comprehensive explanation based on meaning transfer. Mccracken 1986 a theoretical account ofcultural meaning. Of the three major streams of research in celebrity endorsements, the meaning transfer model mtm has received the least attention from researchers. Mccrackens meaning transfer model is used as the research method as it is one of the most explanatory models regarding celebrity endorsement. Mccracken 1986 a theoretical account ofcultural meaning of. An investigation of the sociocultural impact on individuals bodyimage jobsky, anke on. Based on mccrackens 1986 meaningtransfer model, the author has created a bodyimage. Further when mccracken describe the role of advertising and the fashion system in order to transfer meaning to consumer goods, despite his sharp observation of advertising process and the fashion system, he failed to. In another signature essay, mccracken examines the phenomenon of celebrity endorsement, using a cultural meaning transfer model of consumption to illustrate and correct the shortfalls of the dominant psychological model of influence.
Mccrackens concepts of communication, personal expression and individualization of the self seem valuable in studying the tattoo. Abstractthe concept of meaning transfer is relevant in the context of celebrity endorsements but rarely tested because of its complexity. The transfer theory relies on the endorsement process described by mccracken 1989. According to mccracken 1986, marketing gatekeepers such as advertisers and fashion designers begin by selecting key meanings residing in cultural categories e. It suggests how cultural discourse and interactions can shape individual consumers understanding of socially good and bad bodies. Our research elaborates mccrackens model by investigating a cognitive process underlying meaning transfer. Aug 08, 20 based on mccracken s 1986 meaning transfer model, the author has created a bodyimage meaning transfer bimt model. Pursuing the meaning of meaning in the commercial world.
First, when a celebrity endorses a product in an advertisement, the audience forms. Our research elaborates mccracken s model by investigating a cognitive process underlying meaning transfer. The effectiveness of the endorser depends, in part, upon the meanings he or she. Our research elaborates mccrackens model by investigating a cognitive process. Current registration on the license plate will transfer with the vehicle. Find a celebrity who is currently appearing in an ad for a particular company or brand and use mccrackens meaning transfer model shown in figure 64 to analyze the use of this individual as a spokesperson. Celebrity endorsement actually is a special instance of a more general process of meaning transfer mccracken, 1989. This research enhances our understanding of disposition, role transitions and personobject.