Does fame always lead to fortune? Using celebrities in advertising

Milton Souza and Silvia Quintanilha
Millward 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 the attitude advocated by the communicator: compliance, identification and internalization. These latter two processes are particularly applicable to celebrity-endorsed advertising.