The power of the celebrity spokesperson
In the past when you thought of Jennifer Aniston, the girl-next-door character Rachel from Friends would come to mind. Recently you’ve been seeing her in commercials for Aveeno and airline carrier Emirates. And now you’ll be seeing her even more.
This summer has brought not one but two celebrities to the forefront of dry eye awareness.
Allergan introduced Marisa Tomei in July, and more recently, Shire introduced Jennifer Aniston as its celebrity spokesperson.
Shire’s “My Eye Love” advertisement campaign features Jennifer Aniston talking to consumers in television spots, like she would a friend, about eyelove with the Beatle’s All you need is Love playing in the background. It is very appealing for its target audience—women.
These two celebrities are not the first to promote a chronic disease or medication. They join the many celebrity endorsements already in health care. There is power in featuring a celebrity. The public tends to look to celebrities for help in guiding their choices when it comes to fashion, beauty, and lifestyle trends and now their health.
Some question if these celebrities truly suffer from the conditions they help promote.
More from Dr. O'Dell: Understanding and defining MGD