Celebrity power: can less be more?

The use of celebrities in advertising, always a popular practice, has been on the rise in recent years, and the trend shows no sign of abating.

Celebrity Power: Can Less Be More?

Dede Fitch

The use of celebrities in advertising has increased in recent years. According to Hamish Pringle, author of the book Celebrity Sells, the proportion of UK ads featuring a celebrity stands at one in five, an increase of almost 100 percent over the past 10 years. Research practitioners in Australia have cited a comparable figure for that country, while it is estimated that one in four ads draws on celebrity star power in the United States.

Based on these trends, one might conclude that celebrity ads must be more effective than...

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