Los vemos todos los días. Las pantallas de la televisión, las páginas de las revistas y periódicos, las ondas radiofónicas y las vallas publicitarias están llenas de caras y de voces famosas. La tentadora y millonaria oferta lleva a que los personajes más conocidos del mundo saluden al público desde el escaparate publicitario para dar consejos de las excelentes cualidades de los más diversos productos.
La canadiense, Linda Evangelista, sigue siendo la embajadora de una de las marcas internacionales mas importantes de productos de belleza.
Según la revista Forbes, el caché publicitario del brasileño Ronaldinho está en los 47 millones de euros; el segundo, el inglés David Beckham, con 44 millones; con 17 millones se encuentra la estadounidense Nicole Kidman, y Catherine Zeta-Jones, nacida en Gales, tiene un caché de 16 millones de euros. Después de su travesía por los Juegos Olímpicos, el norteamericano Michael Phelps, se ha trocado en el bañista más acosado por los grandes anunciantes. Los duchos en marketing tasan su caché en unos 30 millones de dólares anuales. Éstos son los personajes populares más cotizados.
La idea publicitaria es clara. Se trata de unir popularidad y el éxito de un personaje al producto que se propaga. Se espera que el público identifique la notoriedad del popular con el producto anunciado. Es como acercarse al personaje cada vez que se compre el producto. Casi es comprar un famoso en lugar de comprar una mercancía. Este tipo de campañas se estudian con todo detalle y produce un considerable impacto publicitario.
Es evidente que la intimidad y la dignidad de las personas siempre han de quedar a salvo de cualquier tipo de injerencia o manipulación interesada, y la publicidad no está dispensada de ser una excepción en esta regla.
Cuando la mala publicidad entra con descaro en la intimidad de la persona para cautivar los sentidos y las apetencias de las más bajas inclinaciones de quienes vean esas imágenes, se está degradando el producto anunciado.
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