Scarlett Fever
Topic Consumer Behavior
Key Words Subcultures, status, Asch phenomenon, reference groups, belongingness needs
InfoTrac Reference A119780400
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News Story 

Scarlett Johansson is definitely the new It-Girl. Since starring opposite Ethan Hawke in an off-Broadway production at the age of eight, the young actress has produced stunning performances in critically acclaimed movies like Sofia Coppola's "Lost in Translation" and "A Love Song for Bobby Long." Johansson's mature dramatic sense and spry wit have earned high praise from many lead actors, and the twenty-year-old Manhattan native has recently landed a new starring role as a Calvin Klein spokesmodel.

According to a recent statement by the company, Calvin Klein selected Johansson to be the face of its Eternity Moment floral fragrance because she embodies what today's young women are all about--independence, spirit and confidence. Johansson's grace and beauty are evident in Eternity Moment's ubiquitous ads, and her wistful presence lends credibility to claim that the scent is inspired by "the exhilaration of falling in love."

Calvin Klein fragrances have an impressive history, and many beautiful women have graced their advertisements. Johansson, with her youthful appearance and mature sophistication, is a worthy addition to the pantheon of Calvin Klein models.

Questions
1.

Read the article on Scarlett Johansson and explain how her fame and celebrity might influence a generation of younger consumers.

Source Meredith Kahn, "Scarlett: equal parts style and substance, Miss Johansson is one sexy starlet," W, August 2004 v 33 i8 p140(6).
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