Does fame always lead to fortune? Using celebrities in advertising
Milton Souza and Silvia QuintanilhaMillward Brown, Brazil
WHY ARE PEOPLE OBSESSED WITH CELEBRITIES?
Recent years have witnessed a boom in the number of advertising contracts involving people from the entertainment world – brands choosing sports and show business stars as the “ambassadors” for their products.
From a sociological point of view the explanation of why people are so obsessed by celebrity-endorsed advertising can be linked to Kelman's processes of social influence. According to Kelman, there are three processes of social influence which result in an individual adopting...