Presenting Global Brands with Celebrity Endorsement through Impression Management and Storytelling Techniques: A Case Study of 12 Brand Archetypes in Personal Care Product Category

Abstract

This research aims to investigate the relation between 12 brand archetypal presentation s and celebrity endorsement. As for bridging elements, they are impression management and storytelling techniques from celebrities. This research applies textual analysis to identify the results qualitatively. Moreover, the selected samples are 12 personal care brands’ endorsing advertisements within the period of 2018 - 2023 and corresponding globally famous or industry - excellent cele brities with more than 1 million fans on social media platforms. Accordingly, results identified that celebrities manage their public impression by enhancing expertise, trustworthiness, and attractiveness. Specifically, the integration between endorsement and lifestyle, archetypal performances and psychologically dimensional performances of celebrities devote to positive image establishment, which simultaneously reflect the archetypal positioning of brands. Lastly, referring to storytelling techniques, apart from traditional narrative structures, first - person narration, third - person narration and absent narrator narration, modern advertising narrative structures also provide effective guidance in analyzing storytelling effects. They are the 4P model with the “promise - picture - proof - push” procedure and Before - After - Bridge (BAB) model. Moreover, by utilizing narrative structures to simplify key messages in advertising, it could arouse resonance in the interactions between celebrities and audiences. Additionally, themes related to storytelling, such as spoken and written words, authentic realism, sensory appeal , and inclusive diversity , play essential roles in reflecting 12 brand archetypes.