After the first day of filming, we have gotten a variety of responses. The majority of people bought into the brand and accepted that somewhere along the line a celebrity had influenced their own fashion 'identity'. Most people claimed that rather than being influenced by celebrities they feel more influenced by their friends and relatives. From this we concluded that celebrity endorsement can be seen like a chain:
Brand -> Celebrity paid to advertise brand -> individual see's the advertisement and is influenced -> individuals relatives and friends are influenced by the individual.
This brings forth Lefebre's critique of everyday life, that 'many men and even people in general, do not know their own lives very well, or know them inadequately'. (Lefebvre, 1991, p.94)
The idea can be taken back to the very first rationale we purposed that everyday when one chooses what clothes to wear, one does not recognise the influence of celebrities in that choice.
Lefebvre, H., Moore, J. and Trebitsch, M. (1991) Critique of everyday life. New York: Verso.
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