A content analysis study of the use of celebrity endorsers in magazine advertising

This paper presents the results of a content analysis study that examined the use of celebrity endorsers in magazine advertising.

A content analysis study of the use of celebrity endorsers in magazine advertising

George E. Belch and Michael A. Belch

San Diego State University

Introduction

The use of celebrities in advertising has been a common practice for more than 60 years. Marketers recognise the value of using people who are recognised and often admired, or even idolised, by their target audience, such as actors and actresses, athletes, entertainers and other popular public figures, as a way to draw attention to their advertising messages. It is estimated that between 14 and 20% of all television commercials in the United...

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