It is hard not to keep up with the Kardashians, because their personal branding is almost everywhere. According to the Hollywood Reporter, the Kardashians empire includes magazine covers, television shows, personal appearances, clothing lines, sneakers, swimwear, liquor, lipstick, perfumes, skin care products, and even Silly Bandz (Bruce and Newman). The Kardashian empire is vast and only continues to expand. According to the Huffington Post, each of the Kardashians is paid to tweet (Marcus). Kim has been paid upwards of $25,000 for a single tweet endorsing a company (Marcus). But why are the Kardashians famous, do they have any talents other than creating drama? The major issue is that the Kardashians have risen to stardom without any talent other than their appearance. Personally, I don’t like the Kardashians, but even I have to admit they have created a new business model for making money.
The Kardashians have built their empire from creating problems into solutions. According to The Hollywood Reporter, “thanks to such no-boundaries behavior, the tight-knit family has ably defied the laws of 15-minute reality TV fame while building a wildly profitable empire”(Bruce and Newman). The Kardashian family is filled with drama, but these dramatic issues are turned into a profit for the family because people watch their reality shows on E! and buy their products. The Kardashian television shows are highly-rated but serve as a marketing platform for Kardashian Inc. Khloe admits “these shows are a 30-minute commercial” (Bruce and Newman). These shows serve to enhance the Kardashian personal brand and their clothing store, Dash. The Kardashian television shows are E!’s most lucrative franchise ever. According to the Hollywood Reporter, in the first season of Keeping Up With the Kardashians, the show averaged 1 million viewers per episode (Bruce and Newman).
Here is a video interview with the Kardashians about their brand:
The reason the Kardashian television shows are widely popular is because people from different backgrounds can relate. People with embarrassing families and family drama can relate to the show. Even people without drama in their lives can be thankful for their family. People who have lost a parent or a loved one can relate to the Kardashains. The Kardashian television shows reach a large demographic. According to “Personal Branding Case Study: Kim Kardashian” by Katy Goshtasbi, Kim has flexibility in her brand (Goshtasbi). Younger girls aspire to looks like her and buy her clothes and cosmetics. Older females want to know her youth secrets. Young and older males are interested in Kim Kardashian because of her sex appeal. Companies want Kim to endorse their products because she can appeal to a large demographic of people.
The Kardashians have reached an extraordinary amount of fame, moving beyond just reality television stars to become a franchise, some of their success in creating a brand is social media. Kim has incorporated her fans into the decision making process surrounding her endorsements. When Kim was creating a perfume, she asked her fans questions about the packaging, bottle, and gifting program (Bruce and Newman). The perfume is one of Sephora’s top-selling products, so Kim’s strategy worked.
Kris has a “more-is-more” policy when it comes to magazine covers (Bruce and Newman). According to “2013’s Best and Worst Magazine Cover Stars”, Kim’s cover on the 2013 issue of Cosmopolitan was the magazine’s biggest selling issue in 2013, with 1.2 million single copies selling during the first half of the year (Bazilian). Kim and Kanye are featured on the April 2014 issue of Vogue. Wintor, the editor of Vogue, says Kim and Kanye are defining culture, stirring things up, and their presence in the world shapes the way it looks and influences the way we see it (Ellenbogen). Wintor says “Kanye is an amazing performer and cultural provocateur, while Kim, through her strength of character, has created a place for herself in the glare of the world’s spotlight, and it takes real guts to do that”(Ellenbogen). Wintor discusses Kim’s character being the key to her success. Kim’s personal brand is the reason she is famous, she doesn’t have the talent actors or musicians obtain. She is a great entrepreneur. Will the Kardashian’s lead to the beginning of people becoming celebrities because they are able to create a strong personal brand?
I believe people are starting to become tired of people featured in reality television shows becoming famous. I believe the Kardashians started a trend of reality stardom, and have been successful at maintaining their franchise by branching out of their television show and onto other ventures. The Kardashians were able to build a brand and capitalize on their flaws. I would argue the Kardashian empire has become too big. In 2010 the Kardashians made $65 million, which is more than what Angelina Jolie, Sandra Bullock, and Tom Cruise are estimated to have earned combined (Bruce and Newman). Their franchise continues to grow, in 2013 the Kardashians made $80 million (Marcus). There is a major problem, when incredibly talented actors are making less money than reality television families. I believe the Kardashians will be overexposed and people will get over this phase. In the future, I believe consumers will become tired of reality television shows and become more interested in scripted shows. Do you think people will become tired of the Kardashians? Or do you think the Kardashians have lead the way for people to become famous without any marketable talents? Will the Kardashians and other reality television stars lead to the end of scripted television?
Works Cited
Bazilian, Emma. "2013's Best and Worst Magazine Cover Stars." AdWeek. AdWeek, 26 Dec. 2013. Web. 05 Apr. 2014.
Bruce, Leslie, and Judith Newman. "How the Kardashians Made $65 Million Last Year." The Hollywood Reporter. The Hollywood Reporter, 16 Feb. 2011. Web. 05 Apr. 2014.
Ellenbogen, Rachael. "Anna Wintour Says Kardashian-West Cover Was 'Entirely Our Idea,'" ABCNews.com 21 March 2014. Web.
Goshtasbi, Katy. "Personal Branding Case Study: Kim Kardashian | Puris Personal Branding." Puris Personal Branding. Puris Personal Branding Solutions, 21 Feb. 2011. Web. 05 Apr. 2014.
Marcus, Stephanie. "How Much Are The Kardashians Worth? A History Of The Kardashian Family Money." The Huffington Post. TheHuffingtonPost.com, 04 Mar. 2013. Web. 05 Apr. 2014.
The first line in this blog hits the nail right on the head. It’s not hard to keep up with the Kardashians. Whether we like it or not, the Kardashians are just about everywhere. They have their own TV show, clothing line, and they’re on magazine covers. I personally do not like the Kardashians either. I do not think that they have done anything worthy of all the attention they receive. In response to your question, I do not think they have any talents to speak of. However, they have been extremely smart when it comes to branding. Many people do not like the Kardashians but, like Miley Cyrus, people are talking about them. Their names are constantly in people’s mouths. A perfect example of people talking about the Kardashians is the April 2014 edition of the popular magazine, ‘Vogue’. Kim and Kanye were featured on the cover and it caused quite the buzz. According to Rachel Elienbogen, “Twitter immediately erupted with comments regarding the engaged couple landing the coveted cover, but Anna Wintour, editor-in-chief of ‘Vogue,’ already knew that would happen.” Every social media site exploded with outraged posts about the couples’ appearance on the cover. It trended on both Twitter and Facebook. It is clear that the Kardashian family uses their reality show as a way to promote themselves and all their products. I think it’s interesting that Khloe even admitted to that by referring to their show as a commercial. The Kardashians have never had a problem drawing in viewers, ever since their first season. I find it amazing that in their first season they averaged 1 million viewers. I am curious to know what people found and still find so fascinating about these people who appear to be no more than selfish and stuck-up individuals. As you said, people can either relate or be thankful for their families but the fact of the matter is, is that reality shows are usually scripted. Now what I find so interesting is that two members of the family are on the winner/loser list of 2013. One as a winner and one as a loser. Mother, Kris Jenner, is a featured loser on Raechal Leone Shewfelt’s list and Kim is listed as a winner. This is yet another example of how the Kardashians are in the spotlight. The blog also states that Kim is a great personal brander and endorser because she is able to appeal to such a wide audience. I remember this one commercial, I believe it was a Sketcher’s commercial, in which Kim was with her personal trainer after a session and there was a subliminal message at the beginning. This is just one example of a company that has used a Kardashian for branding purposes. I believe that eventually, people will become tired of the Kardashians. They are way over hyped and I think that people are already becoming sick of them. In my opinion, the ‘Vogue’ cover was a major indication of the Kardashians fall from grace.
ReplyDeleteWorks Cited:
Ellenbogen, Rachael. "Anna Wintour Says Kardashian-West Cover Was 'Entirely Our Idea,'" ABCNews.com 21 March 2014. Web.
Shewfelt, Raechal Leone. "Celeb Winners and Losers of 2013." OMG! 27 Dec. 2013. Web.
To be completely honest I strongly dislike the Kardashian’s, but they definitely cashed in on their fame. They are famous for being famous. The late Robert Kardashian who was OJ Simpson’s lawyer, is responsible for them having any access to fame. If he were still around, I’m sure the family name would be more respectable. I will admit that sometimes I have no choice but to watch the Kardashian’s on E! because they continuously play the show. Some would argue that they make an excellent TV show since they are so uncensored and vulgar. The Kardashian’s are who my family refer to when, one of our family members is acting crazy! You do not want to become like a Kardashian, they are not relatable. We have made this insane family stars, and what have they really done to deserve it? A sex tape, marrying a famous basketball player and Olympic athlete is all they have really done. Through their fame they have created a company, clothing line, and achieved stardom that they don’t deserve.They have gained popularity through being outrageous, but this family isn’t anything you would want your family to be like.
ReplyDeleteAnna Wintour’s quote in Vogue really bothers me. “Part of the pleasure of editing ‘Vogue,’ one that lies in a long tradition of this magazine, is being able to feature those who define the culture at any given moment, who stir things up, whose presence in the world shapes the way it looks and influences the way we see it,” Yes, the Kardashian’s yield a ton of attention at this time, but if they are defining OUR culture, we have a big problem. Someone please stop this train wrecks of a family and pull them out of the spotlight. The fact that Anna Wintour made an effort to get Kim and Kanye on the cover just because they are in the spotlight right now is depressing(Ellenbogen). I’ve never been a fan of Vogue and now seeing how the Editor in Chief is even trying to idealize them makes me never want to purchase Vogue. How about we stop idolizing celebrities that have nothing admirable about them? The only admirable thing about the Kardashian’s is the money they make and how they sell themselves. I can understand Wintour’s motive to put them on the cover better from a business perspective. Wintour knows that people are interested in Kim and Kanye and the magazine would sell with such controversial people on the cover. As Schafer suggests “Celebrity endorsements can have a significant impact on increasing consumer awareness and purchase intentions.” The Kardashian’s bring in good business and can sell things because we are so used to knowing what they are up to. People sadly, want to know what this family is up to. In Keeping up with the Kardashian’s the cameras are always around. If anyone saw the Kardashian’s episode where there was a photo shoot for their family Christmas card, they would be appalled. The Kardashian’s are entitled the entire episode and let’s be realistic, what kind of Christmas card was that? There was no Christmas theme whatsoever in that picture, there was only straight up crazy Kardashian’s.
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ReplyDeleteI will admit the Kardashian’s are very good at branding themselves, they’ve had more than their 15 minutes of fame. They’ve used their reality TV show on E! as a platform for their empire. As mentioned in the blog, Khloe even admits the show acts as a “commercial for the brand.” I am ashamed to admit I do have a shirt I like from Khloe’s fashion line, she is the only Kardashian who is likeable. I absolutely refuse to buy any more of their products, like their cheap “Khroma” makeup. The Kardashian empire just seems to keep growing considering the youngest in the family, Kendall and Kylie are now models. This entire family just begs for the spotlight. And is it just me, or was no one else at all surprised to hear Kris and Bruce Jenner were splitting up. Kris treats Bruce like a dog more than half of the time, and the children don’t have much respect for him either. It’s funny because Bruce Jenner actually has done something with his life, being an Olympic athlete. Kris is the worst most controlling Kardashian. I would say she is responsible for this whole empire, all she sees is dollar signs. I’m surprised their marriage lasted as long as it did, but maybe it was a publicity stunt. Personally, you couldn’t pay me enough to be married to Kris Jenner. This family is more of a brand more than anything else now.
"The Value of Celebrity Endorsements." QScores.com 27 Jan. 2014. Web.April 2014
Ellenbogen, Rachael. "Anna Wintour Says Kardashian-West Cover Was 'Entirely Our Idea,'" ABCNews.com 21 March 2014. Web. April 2014
Personally I like the Kardashians. They have used what they have – their father’s legacy - to get (and are still getting) what they want (Fame and money). So far reality TV has worked for them and they are milking it for all it’s worth. I like their business sense and the fact that they keep pushing the envelope and making themselves stay relevant. Hey, who’s to blame that people like Angelina Jolie have to jump from tall buildings and slay dragons to get famous, while all Kim needs to do is strut her stuff and look pretty? Life and the spirit of the times have changed the playing field. Celebrity hood can be attained by being famous on YouTube and being in a reality television show. It’s that simple these days.
ReplyDeleteAs for reality TV, it is entertainment - pure and simple - and should not be taken too seriously. Personally I don’t always indulge in that type of “low culture” for entertainment, but I have enjoyed watching brawls and drama on the “Real House Wives of Atlanta” on days when I have had too much going on. It served the purpose of keeping me distracted for a short period and I enjoyed it, so to answer your question, I don’t think people will get tired of reality television or the Kardashians for that matter because it’s entertainment. It’s very easy on the brain and doesn’t require too much to process. Those bouts of outrageous behavior and/or leaked video clips make for good entertainment and the Kardashians know how to capitalize (or monetize) their flaws, like you said. According to the article, “Celeb Winners and Losers of 2013”, Kim is famous these days just for being famous. “You might not like her, but you have to admit that the woman knows how to stay in the spotlight. We spent the first half the year gawking at her maternity wardrobe (heels and all!), then waited to get our first glimpse of North West after she and Kanye welcomed their baby on June 15” (Shewfelt). If Kim’s extreme weight loss a few months after having baby North isn’t an interesting topic for most women, I don’t know what else can be.
According to the article, “Anna Wintour Says Kardashian/West Vogue Cover Was ‘Entirely Our Idea’”, Kim is an icon in her own right. Alongside Kanye they have both created a place for themselves in the mainstream. “Kardashian and West are constantly in the media for one reason or another, whether it’s for music, fashion or about some new gossip floating around” (Ellenbogen). They have continued to stay relevant and it works very well for their brand (whatever that might be in the long term). Kim’s story should teach us about the power of manifestation, because she had a vision of stardom and manifested it into existence (in my opinion, anyway).
I also think time is redefining many different concepts, hence the reality TV success. The whole concept of “celebrity hood” over the years has taken a different meaning, all thanks to social media and accessibility. In the past celebrities used to be out of reach and very inaccessible and fans only stood a chance meeting with them at shows or maybe at the mall/airports if they were lucky enough to get past their security detail. Now social media has changed it all due to the fact that celebs tweet us back, post photos on Facebook, respond to comments and sometimes even argue with us! (Case in point: Jennifer Hudson and a fan on twitter) Same thing goes for what it takes to become a celebrity these days. With Media Convergence and Social Media, things go virile very fast and people become famous for doing absolutely nothing meaningful, sometimes. So it is no surprise that with the convergence, concepts too are changing very fast. That being said, I don’t think reality television will lead to the end of scripted television.
Work Cited
Ellenbogen, Rachael. "Anna Wintour Says Kardashian-West Cover Was 'Entirely Our Idea,'" ABCNews.com 21 March 2014. Web. 07 Apr. 2014.
Shewfelt, Raechal L. "Celeb Winners and Losers of 2013." OMG! 27 Dec. 2013. Web. 07 Apr. 2014.
I’ve recently become enamored with the Kardashian “klan.” It’s not necessarily a positive or negative endorsement, but rather an infatuation with a family made seemingly famous by absolutely nothing. Except to me, that’s not entirely the case. Rewind to about 7 years ago. Kim Kardashian was just becoming known as one of Paris Hilton’s friends, the pair seen around the world carrying their Louis Vuitton “Monogram Miroir” Alma style bags from the Spring/Summer 2007. It was interesting because a few days before that, I was on eBay surfing around and I happened to notice that the only person selling this bag was some seller named “Kim’s Closet.” Long story short, it turned out to be Kim Kardashian’s side business of selling designer clothing her friends (some being celebrities) no longer wanted. I highly doubt a lot of other people had the same realization as I did, but frankly this is what started Kim’s career, because it got her enough press to land alongside Paris Hilton.
ReplyDeleteNow lets fast-forward to today, with most of the Kardashian discussion being about her recent Vogue cover. Anna Wintour recently made a statement that Rachael Ellenbogen brings up in her discussion of the Kardashian/West ordeal: “Kim, through her strength of character, has created a place for herself in the glare of the world’s spotlight, and it takes real guts to do that.” I have to wonder, however, if Kim’s “glare” is self-imposed? Nobody told her to make a sex tape. Nobody told her to have a reality show. And certainly nobody told her to host a fake marriage. And yet, as Wintour notes, the woman still manages to endure and handle all of her self-inflicted muckraking. So why is it that so much of America still loves her. It has something to do, I believe, with her lifestyle. People want to achieve insubordinate amounts of wealth and luxury, and the Kardashian’s seemingly have that. And maybe Kim’s character is something to behold, as she hasn’t let any obstacle slow her down, not even a little. Instead, Kim has created a brand. It may not be something consumable in the traditional sense, but it does fill some obscure void in the world, surely. As David Marshall suggest, “For much of the twentieth century, celebrities served as beacons of the public world. They helped define the zeitgeist of any particular moment - 'a structure of feeling' that relied in part on
its mediation through film, radio, popular music and television.” I suppose that Kim represent’s a new type of celebrity, one in which her idea of the “public world” is one that is obtainable for so few, which is why it’s interesting. As Wintour noted, she does represent a moment in culture, regardless of the impact. She relies on a combination of media to represent her, and it has certainly worked to her advantage.
I don’t want to say that Kim has manipulated global industries to achieve success, but she certainly hasn’t gone about it an orthodox manner. Endorsements, clothing lines, and even social media accounts all seem to turn to gold when Kim has anything to do with it. Again, that’s because of her relevancy and modernity in the world of celebrity. As long as they have something to do, I really feel that they, Kim and her family members, will not relevancy simply because they define relevancy.
Ellenbogen, Rachael. "Anna Wintour Says Kardashian-West Cover Was 'Entirely Our Idea,'" ABCNews.com 21 March 2014. Web.
P. David Marshall, “The Promotion and Presentation of Self: Celebrity as Marker of Presentational Media,” in The Media Studies Reader, Laurie Ouelette, ed. (New York: Routledge, 2012), 427 - 438.
It’s amazing to see some aspects of the media, celebrity gossip in particular. People go crazy when they see a celebrity. And I can attest to that from my own experience. When word got around that Mariano Rivera was on campus touring the school for his son, I was among many who crowded him, trying to get a picture. Granted, I also let him know how grateful I was that he blew Game Four of the 2004 American League Championship Series that sent the Red Sox to the World Series, which would be their first championship in eighty-six years. I went to see Billy Crystal’s last performance of his one man show, 700 Sundays, and I waited around outside to get his autograph, when who should walk by other than Jimmy Fallon, and I asked him for a picture, even though I’m crazy about him, I just wanted to say I bumped into a celebrity.
ReplyDeleteBut I think there is a healthy level to us getting excited when we see a celebrity. After all, this is a public figure we see in the media all the time and they’re right in front of us! But how is it that we let our infatuation for celebrities reach the peaks where it is today, in which celebrities lobby politicians to create laws to protect their children from the paparazzi? I would believe that the fault in this instance lies within us, the consumer, as Dax Shepherd asserted in his blog entry in regards to celebrity obsession, as quoted by Rohwer in her LA Times blog: “The consumer is the only one that can put an end to this. They are the only ones with real power.” (Rohwer)
Now, Rohwer seemed to imply that the consumer really isn’t to blame in situations like these. She also implied that the celebrity may have to take the initiative to tell the paparazzi ‘enough!’, just as Kristin Bell did by threatening to boycott certain magazines and their requests for future interviews if they continued in their pursuit to capture images of her and Shepherd’s child. But the source of this virus-like profession is ultimately us, as we are the ones who purchase the magazines that publish these pictures. We’ve been able to fight the just cause before, in regards to poor behavior in the media, as we saw that media executives were quick to cut Paula Deen loose after rumors arose about her using racial slurs, why can’t the public boycott certain forms of celebrity entertainment that revolve around the paparazzi?
It was pleasing to my soul to read that ET, People Magazine, Just Jared, and even Perez Hilton agreed to lay off in regards to including the celebrities’ children in their gossip, especially in light of the recently enacted law (SB 606) which prohibits publishing photographs of a public figure’s child under the penalty of one year in prison, and/or a fine of $10,000. But it fueled my anger to equal levels on the opposite end of the spectrum when I read through Patrick McGreevy that California Broadcasters Assn. and California Newspapers Publishers opposed such a bill, as they claim it violates their first amendment rights. This might be me venting my heightened anger, but it seems that these people are using the same tactics of the Westboro Baptist Church and gun enthusiasts who hide behind the constitution to continue their clearly wrong practices.
McGreevy, Patrick. "Gov. Jerry Brown Signs Law Protecting Children of Public Figures." Los Angeles Times. Los Angeles Times, 24 Sept. 2013. Web. 07 Apr. 2014.
Rohwer, Susan. "Kristen Bell and Dax Shepard's Scheme to Sideline Aggressive Paparazzi." Los Angeles Times. Los Angeles Times, 05 Mar. 2014. Web. 07 Apr. 2014.
Emily, I definitely agree with you when say people might begin to get tired out from the Kardashians. They do not really provide any cultural aesthetic to our pop culture. I thought back to if I had ever purchased anything branded by the Kardashians and I don’t think I have. I do not think a lot of people I know have purchased anything of their brand. This leads to me think that maybe the quality of what their selling is not up to par but only selling because of the name. I know that Dash is a very expensive boutique, but I don’t think I would ever buy anything from there. If I had more interest with the Kardashians maybe I would go venture out and find the nearest store or look online. In the clip you provided Kim Kardashian says the television show is their best commercial. I think that is completely accurate. While it did not start off as them promoting their brands, it certainly turned into that. To be honest I was surprised to hear Kim say something that smart during the interview, which leads me to believe that the family didn’t just think they might as well make some hobbies and start some lines of their own, but they had an actual plan and barely needed to pay for advertising. According to P. David Marshall of “The Promotion and Presentation of Self,” “Because of celebrity’s centrality in what can be defined as self-production, the elaborate celebrity gossip can be seen as providing a continuity of discourse around the presentation of the self for public consumption,” (Marshall 428). The Kardashians presented themselves through their television shows, thus generating self-production for their fame and their products. They created their own celebrity gossip through the show and the drama that it entails. The Kardashians were given a chance for a reality television show and made an empire out of it. They essentially started making their own money through exploiting themselves. But, what does this say about them and their relationship with other celebrities? I wonder if they are ever seen of lesser value by other celebrities with talents like acting or singing.
ReplyDelete“Hollywood’s Twitter Jitters,” by Adam Markovitz says Twitter is not a popularity contest but the most popular celebrities on Twitter are those who relate best to their fans by showing behind the scenes pictures and talking about everyday life. The Kardashians did this both on their show and on Twitter. You mentioned that Kim Kardashian could be paid up to $25,000 a tweet. I think the absurdity of that shows how reliant everyone is on Twitter for celebrity success. Not only are her shows endorsing her, but so is Twitter, a free app to say the least. I would like to know who is actually paying Kim Kardashian to write short, and I’m sure un-meaningful, blurbs regarding her life when we already see it on television. The drama of her life and the outrageousness of her life with Kanye and her baby sell the actual value of it all in the name for entertainment. Just like Kris Kardashian’s divorce with Bruce Jenner was publicized and both were open to the media. The Kardashians make money through exploiting themselves because people love to watch someone else’s drama.
Marissa Himbele
Work Cited
Markovitz, Adam. "Hollywood's Twitter Jitters." Entertainment Weekly 7 Dec. 2012. Web.
P. David Marshall, “The Promotion and Presentation of Self: Celebrity as Marker of Presentational Media,” in The Media Studies Reader, Laurie Ouelette, ed. (New York: Routledge, 2012), 427 - 438.
“Keeping Up with the Kardashians” is a TV show that my roommate and I watch when no one else is around, we lock the door and swear never to speak of it again. I’m not sure why we do this, I supposed we don’t want to be thought of as “those” people that watch the show! But who are “those” people? For a while, before I knew about the Kardashian family and I was only working off generalities, I assumed that “Keeping Up with the Kardashians” was just another reality TV show about a celebrity family that people who had nothing better to do would watch because they were more fascinated with the celebrity lifestyle than their own. However, I have to agree that the show has grown simply from being a statement of celebrity culture to a marketing tool that many demographics can find themselves interested in.
ReplyDeleteAfter reading Schafer’s article “The Value of Celebrity Endorsements” I can understand how the Kardashian family has used their TV show to encourage their personal branding. First off, all of the women are gorgeous, (whether that be due to make-up and Botox or not) therefore they are appealing faces to watch on television. People will flock to them because of their looks, which is the sad truth. Second of all, the show provides a “candid” view into the Kardashian household, which leads viewers to believe that they are seeing something special. This fact alone makes the show believable. Additionally, frequently throughout the show the viewers can watch the Kardashian’s work on their businesses or discuss financial ventures. This promotes the Kardashian product, which motivates purchasing decisions of viewers.
That being said, the Kardashians have reached a point where they no longer need to promote themselves. Other people are willing to use the family to promote other brands, which in turn promote the Kardashians all over again. Ann Wintour of Vogue magazine commented on the ways in which Vogue decides who will be on the cover “[We] feature those who define the culture at any given moment, who stir things up, whose presence in the world shapes the way it looks and influences the way we see it” (Ellenbogen). Wintour of course, said this after Vogue’s April 2014 issue featuring Kim and Kanye hit the newsstands.
I personally do not think that people will get sick of the Kardashians. They have made quite the name for themselves, and although we often find ourselves asking “How did they get famous?” their family name is not one that is going to escape our tongues anytime soon. Simply the idea that we cannot pinpoint how and when they became famous illustrates the successful marketing strategies that they have used to implement their successes. I also do not think that “Keeping Up with the Kardashians” will lead to the end of scripted television. While reality shows have had their successes, they are never as long running or as popular as shows such as “Dr. Who”, “The Simpsons”, or “Seinfeld”.
Emily Hauser
Works Cited:
Ellenbogen, Rachael. "Anna Wintour Says Kardashian-West Cover Was 'Entirely Our Idea,'" ABCNews.com 21 March 2014. Web.
Schafer, Henry. "The Value of Celebrity Endorsements." QScores.com 27 Jan. 2014. Web.
Nicolette Illiano
ReplyDeleteTo me, the Kardashians are like a car crash. Something you shouldn’t be watching and don’t even really want to look at, but you just can’t seem to look away. And why can’t you look away? Because they’re EVERYWHERE. As Emily mentioned in her post, it’s almost impossible to not see or hear the Kardashian name on an almost-daily basis (look, we’re talking about them right now and I’m sure we’re not the only ones.) They have a successful TV show, multiple clothing lines, beauty and skincare lines and so much more. But as much as I don’t necessarily like the Kardashians, there’s no denying that they have built a huge and successful franchise and they do have some great products.
I think that one of the reasons the Kardashians are so popular is because there are so many of them. Each family member has a different personality that may be relatable to different individuals. There’s the younger sisters Kendall and Kylie who just started their own fashion line and modeling careers. There’s Rob, the brother who is still trying to find his place in the work world and just like every twenty-something he doesn’t necessarily know where he’s going in life. There’s Khloe (who seems to be the some-what normal one in my opinion), who just ended her marriage with Lamar Odem and is trying to get back on her feet and continue her business success. And of course there’s Kim and Kourtney, the new mothers who are balancing family life, running their own stores and promoting their brand every single day. We can’t forget the parents, Kris and Bruce who seem to be their own sort of crazy. We watch the show or buy this family’s products because as a culture we aspire to be like them or feel as though we can relate to them.
In his article “The Value of Celebrity Endorsements,” Henry Schafer states that “the key ingredient for making this [celebrity endorsements] work is insuring that the celebrity spokesperson is perceived to be compatible with the brand and the product category, and that these important perceptions are based on the brand's target consumers.” This could not be any truer when it comes to the Kardashians. When we see photos, interviews and images of the family they are usually always dressed to impress. The women in the family have their makeup done beautifully and are wearing the best designer brands. As women, we want to wear great makeup and clothes as well, so we listen to what the Kardashians have to say about beauty and style. The members of the Kardashian family are the celebrity endorsers for their own brands, and it’s working.
In OMG!’s article “Celeb Winners and Losers of 2013,” Kim Kardashian came in as a winner. Raechal Shewfelt writes, “you might not like her, but you have to admit that the woman knows how to stay in the spotlight.” And isn’t that the goal for any celebrity really? The more press they get (good or bad), the more they’re talked about. And as Shewfelt stated, you may not necessarily like them, but you’re talking and hearing about them all the time, so that’s success for them.
"The Value of Celebrity Endorsements." QScores.com 27 Jan. 2014. Web. 8 April 2014.
Shewfelt, Raechal Leone. "Celeb Winners and Losers of 2013." OMG! 27 Dec. 2013. Web. 8 April 2014.