As we all are very much aware, celebrities are seen and heard everywhere; T.V., internet, magazines, etc. But why is this? Why is our society so obsessed and consumed by the lives of the rich and famous? Although there is no clear cut answer to this question, one possible explanation can be attributed to the use of celebrity endorsement in advertising.
Today it seems more and more big time companies want their brand associated with the “it” celebrity. The common sense reasoning behind this would be to improve upon the company’s sales results. This is a practical assumption, given the mass appeal that celebrities maintain in today’s world. A study of celebrity advertising from the University of South Alabama shines some light on the matter stating that “celebrity advertising may beinfluential because celebrities are viewed as dynamic, with both attractive and likable qualities. Additionally, their fame is thought to attract attention to the product or service," (Celebrity Advertising: An Assessment of Its Relative Effectiveness 2).
With this connection of celebrities to our everyday products, (50 Cent and VitaminWater, Beyonce and Loreal hair care, Jessica Simpson and ProActiv face wash, etc.), it's evident that the famous will continue to remain a prominent component of our culture.
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