|
American comedian Bill Cosby was a popular spokesperson for advertising from the 1960sbefore his first starring television rolethrough to the early 2000s. He started with White Owl cigars, and later endorsed Jell-O pudding and gelatin, Coca-Cola (including New Coke), Texas Instruments, E. F. Hutton & Co., Kodak, and the 1990 United States Census. , Cosby held the record for being the longest-serving celebrity spokesperson for a product, through his work with Jell-O. In 2011, he won the President's Award for Contributions to Advertising from the Advertising Hall of Fame. Cosby was one of the first black people to appear in the United States as an advertising spokesperson; he is known for his appeal to white consumers in the second half of the 20th century, in an industry seen as slow to accept diversity.〔 In spite of making contradictory soft drink pitches and endorsing a disgraced financial company, he continued to be considered effective and believable. In the 1980s, studies found Cosby the "most familiar" and "most persuasive" spokesperson; Cosby said his contracts had made him wealthy. However, in 2014, allegations of sexual assault significantly damaged Cosby's public image; public opinion polling following the news placed him near the bottom of a list of 3,000 personalities, when rated on trust and effectiveness. ==Personality== Anthony Tortorici, director of public relations at Coca-Cola, told ''Black Enterprise'' magazine in 1981 that the "three most believable personalities are God, Walter Cronkite, and Bill Cosby."〔 At the peak of his advertising career in the mid-1980s, Cosby had a Q Score of 70, meaning that 70 percent of those responding to a survey of 1,000 United States residents thought highly of him, thus deeming him the most familiar and persuasive endorser.〔Pendergrast, p. 362〕 In 2003, industry publication ''Advertising Age'' said that "during () 14-year reign over the ad industry's public approval index (had only been surpassed by ) the Pope. In 2012, the separate Celebrity DBI index listed Cosby as second most-trusted celebrity on a list of celebrities people pay attention to on television, behind Morgan Freeman. Professionally, Coca-Cola advertising director John Bergin considered Cosby the company's "greatest weapon"; he said, "magic happens when the camera starts." His enthusiasm was tempered on a personal level, finding him "inconceivably arrogant" and mentioned "blow-ups" on the set.〔Pendergrast, p. 147〕 One biographer of Cosby, Linda Etkin, said, "Cosby comes across as a father figure, a teacher, and a friend" in his advertisements. William Turner, in 1982 the marketing manager for Texas Instruments' consumer products group, said Cosby "represents comfort, and people trust him". In 2014, one commenter said he remembered Cosby as a "black male authority figure, one of those people who folks that don’t live on the edges of the country think of as a good black guy; they trust that guy". In 1988, a representative for Kodak said Cosby had become "synonymous with quality products and quality services". ''Ebony'' agreed, saying Cosby has the advantage of being able to be selective. Cosby said his belief in their product is an attribute, stating, "if I presented a Bill Cosby who didn't care, their sales would stop right there on the screen. Obviously, I could never do that. Once I believe in the product I aim to sell it, and that's what I think I do better than anybody".〔 An article in ''Black Enterprise'' said part of Cosby's mystique is "that he can endorse a number of products and still retain credibility in each individual sell".〔 Shortly after being signed by Coca-Cola, Cosby appeared at a bottlers' convention. He refused to drink the bottle of Coke he carried on stage, saying, "I'm waiting for all the Jell-O pudding I ate to settle".〔 Cosby said that in childhood, he experienced "periods of addiction" to Coca Cola, consuming fifteen bottles by 2 pm.〔 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Bill Cosby in advertising」の詳細全文を読む スポンサード リンク
|