Newspapers / The Charlotte Post (Charlotte, … / Feb. 16, 1984, edition 1 / Page 7
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.... e efaitiwDoNot By Lori Grier Psal Staff Writer Milliorji of dollars are •pent yearly using cele brities to endorse and plug various products and ser vices. They seem to at tract our attention more so than the everyday consum er. Advertising is used in three mSjor forms: news paper, television and radio. BAs. Anita Spriggs Hill and Michael Clindon tell which forms of ad vertising they have be come accustomed to In the past 30 days. “I have seen advertising on television the most in the. past 30 days. Those advertisements usually have been fashions and cosmetics. Being a woman, 34 years old and unmar risjjl I think about my appearance. It’s important to look good, because I deal with the public everday,” replied Spriggs-Hill, assist ant manager of the Char lotte Housing Authority. “I have seen advertising on television most recently. The advertisement which first comes to mind is AT&T Telephone, my favorite. It tells you to reach out and touch some one, and that’s what I think about doing,” laughed Clindon, 24 year-old stock clerk at^Dilworth Pood Center. wnai aavenising, using a celebrity as a spokes person for a product or service, first comes to mind? “None." They are rou tine with me, and basically all the celebrities used are white. I think more about the product than the cele brity because of that. Celebrities don’t sell me the product. If I feel it’s something I need, I’ll get it,” admitted the mother of Gina, 18, and Maurice, 3. “Canon cameras with Joe Theisman. I like the picture taking of every body, and Theisman is the quarterback of my favor ite team, the Washington Redskins,’’ declared the - • . ‘ Mrs. Anita Spriggs-Hill .Assistant manager son of James Mitchell and the late Dorothy Mae Clindon. Both told who they con sider to be top male and female celebrities along with the product or ser vice they advertise. “For the men, I’d say Dr. J-Crest toothpaste; Sugar Ray Leonard-Eye Re search Foundation; O.J. Simpson-Avis Rent-A Car; and Wilt Chamberlain -TWA. Linda Carter, Bar bara Mandrell and Lynsey Wanner have advertised Kenny Shoes,” cited Spriggs-Hill. '“I’ll start with Joe Theis r Michael Clindon | .Stock room clerk man*-Canon camera; James Worthy--NCNB; Su gar Ray Leonard-7-Up; Muhammad Ali-DeCon; and Emmanuel Lewis Burger King. Cheryl Tiggs-Tiggs’ clothes; Linda Carter-Mabeljne; Brooke Shields-Calvin Kline: Jayne Kennedy Sugar Free Tab and Lola Falani-L’eggs Panty Hose,” confessed Clindon. In general, do you think most celebrity spokesper sons use the products or services they represent? “I doubt it. I don’t think Carter, Mandrel] or Wagner wear Kenny Shoes Community School Of Arts Begins Dance Classes The Community School of the Arts is now accept ing registrations for a series of dance classes at the East Branch YMCA. The classes offer a variety of creative movement and dance experiences for ages four through adult levels. “Creative Movement and Dance” for ages four through five lets children explore dance through the use of space, time and energy. It is a natural introduction to basic motor skills in response to mu sic. Fantasy characters and exercise games are used to help children learn to feel confident about physical activity. The classes meet on Saturdays from 10-10:45 a.m. and runs 12 weeks beginning Febru 8ry is, and will contin ue through May 5. The fees are $42 for YMCA mem bers and $56.40 for all other ■students. “Movin’ and Dancin ' tor ages six through 12 years offers creative learning experi ences that emphasizes healthy body alignment, rhythmic organization and expanded movement voca OPEN TO THE PUBLIC PAPERTOWN Full Service Paper Products Distributor Food Service - Tissues - Towels - Office Supplies - Moving & Storage Boxes - Janitorial - Catering - Supplies - Bags - Can Liners - Buffet & Party Supplies - Tape - Copy Papers - Waxes - Cleaners - Strippers INSTITUTIONAL COMMERCIAL ACCOUNTS INVITED No minimum - We Break Cases 4426 East Independence 568-6663 ^■ -We Deliver 37—---■. w V- •- .... ———i——. V 7^5=, ■ 5.99 I JEAN SALE To <3 Off A Pair! And Boys’ Jeans Popular jeans In 4 & 5 pocket styles ^ m with fancy back pocket details & Pair contrast stitching. ** Girls'sizes 4 to 14. Boys' sizes 4 to 18. Ladies’ Jeans Fashion Jeans with fancy back pockets & pleats In 4 & 5 pocket styles. 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The person may not necessarily use the pro ducts or services, but for him to be sought out for a number of products-it could make him believ able." Clindon believes that it makes the celebrity less believable because, “I don't believe it’s possible tor one person to use all those products and be total ly pleased. Pve never seen a commercial in which a celebrity said that the pro duct or service didn't work.” On a scale of l-to-10, Spriggs-Hill gives celebri ties who have that mass appeal an 8-10 in their power to sell. "People like Mr. T, who appeals to children, and Magnum, PI-. who appeals to wo- j men, get a very high rating. I would give Michael Jackson an 11 be cause of the nationwide attention he’s gotten late ly.” Clindon eives cele- ' brities a 4 or 5. “Ce- ! lebrities know that their advertisine of products or 1 services is fake, and so do people who hire them. Everybody just wants to make money.” Do you buy products or use services just because a celebrity advertises it? “No. It’s hard for some one to sell me something. At one time, we have all been victims of subliminal seduction (hypnotic af fect), because a product is , presented in such a way that it makes us want to buv it. I buv because I need,” confirmed Anita Spnggs-Hill. “No. I buy products for my benefit-not to benefit I others or because a cele brity advertises it. If I 1 really need it, I’ll try it.” [ emphasized Michael |j Clindon. SUPPORT OUR ADVERTISERS Records & Tapes "Your Uptown Record Store" Top Chart LP 12” Disco, Rock, 45" Country Imports & Gospel 332-7077 121 E. Trade St. cMa xtin. d (Tlfifiofitexy do. I Let Martin’s Upholstery help decorate your home for the new year. 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The Charlotte Post (Charlotte, N.C.)
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Feb. 16, 1984, edition 1
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