The celebrity product endorser in American advertising: five components of a successful campaign

This thesis seeks to provide information and insight for any brand that is considering utilizing a celebrity advocate to sell its product or service. An analysis is presented within the framework of Professor Robert Cialdini's book, Influence: The Power of Persuasion. First, the history of the celebrity advocate in American advertising is discussed, followed by a detailed explanation of the psychology behind how famous individuals can trick consumers into purchasing something they otherwise would not. A survey of the value o the celebrity/brand partnership follows. Finally, I conclude with an original five point analysis that should be used for evaluating a celebrity advocate in any potential marketing campaign, and what to do if no ideal celebrity can be obtained.