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Justin Bieber

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by

Ryan Lee

on 28 February 2014

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Transcript of Justin Bieber

Is The Incredible Credible?
2010
Content
An Overview of JB's Credibility

The Beginning of JB's Career

Phrases of JB's Career and Credibility

Summary and Remarks
Google Chrome Commercial
Based on JB's Expertise
2008
2014
Expertise
Attractiveness
Similarity
Trustworthiness
Trustworthiness
Expertise
Similarity
Attractiveness
Attractiveness?
Similarity?
Trustworthiness
Expertise?
How It All Started
Justin Drew Bieber
Born on March 1, 1994
London, Ontario, Canada
Low-income single Mother family
2007 (age 12) 2nd in local singing competition
Uploaded covers of R&B and soul songs to YouTube
Impressed marketing executive of music company
2008 recorded demo singing Usher’s song

Signed to Island Records
Released first album
My World

In The Beginning... 2008 - 2010
Talented: Self-taught piano, drums, guitar, trumpet
Unique singing voice at young age
International success with “Baby”
Almost 1 billion views
Some more examples of ads based on JB's Expertise
MTV Music Awards
Commercial
American Music Award
Commerical
Good looking face
Younger than his age

Androgyny? (girly boy)
Street-look
Physical Appearance
Physical Attractiveness
Best Buy Ad with Ozzy Osbourne
Make fun of himself “kinda looks like a girl”
YouTuber: used social media to get success
“Teen star” attracting young fans

Proactiv Spokesperson: appeal to customer because he is young and has skin problem
Similarity
New and Young Teen Star
charity work: donations with first album
Good trustworthiness
Trustworthiness
Public Image of JB
2008-2010
A social celebrity (active on YouTube and twitter)
Young and talented musician
Credibility Focus:
Expertise!!
Phase 2 (2011-2013)
Switching focus : puberty to adult

Change in voice / appearance/ fashion

Peak of Justin Bieber’s career
Any change in credibility?
Physical Attractiveness
Credibility in ads is the same:
Physical attractiveness/6 packs
Sexy life style/ body fitness
"Someday" Perfume 2011
Perfume “The Key” 2013
Similarity
Adidas NEO 2013
Age group and traits matching
Target customers:
Teenagers
Selling point:
Fashionable
Expertise
Focus
Trustworthiness
(Or the lack thereof)
2013
Sex tape with strippers in Australia
Sex scandal with a Brazilian model
Charged with criminal assault in Canada

2012
Caught stealing bicycle from security guard in Vegas
Caught smoking weed

2011
Sex tape with girl friend Selena Gomez
HOWEVER
Does poor trustworthiness damage JB’s image and popularity?
http://www.adidas.com/hk/apps/justinbieber/

The fact is …
Trustworthiness is
NOT
the
ONLY
element by which audiences evaluate Justin Bieber

Sometimes other elements can even outweigh another in terms of credibility
Spokesperson of Adidas NEO 2013
The official 2013 Christmas ad for Macy's
Perloff's (1993) Credibility
2010 Voice change due to puberty
"Some of the notes I hit on 'Baby' I can't hit anymore. We have to lower the key when I sing live."
- Justin Bieber (Apr, 2010)
Similarity
Physical attractiveness
(Expertise)
Trustworthiness
>
Brought to you by
LEE Chun Yin 12035469D
LEUNG Wing Man 12048581D
TSE Ying Laam 12041349D

Expertise Credibility
2014 January Egging
Justin Bieber's Career
Phrase 3 - Boy Gone Wild
2014 January DUI
What will happen to his credibility?
What about other stakeholders?
Parents are stakeholders too
To sum up...
Different traits were being focused on by JB's PR for establishing his credibility as his career develops
But...
Different stakeholders are concerned with different traits
(Fans/Company/Parents/Haters)
Full transcript