Does fame always lead to fortune? Using celebrities in advertising

This paper describes the rules that are common to the successful use of celebrities in advertising as well as a study of examples of highly effective celebrity selections and less effective celebrity selections.

Does fame always lead to fortune? Using celebrities in advertising

Milton Souza and Silvia QuintanilhaMillward Brown, Brazil


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...

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