The Celebrity Product Endorser in American Advertising: Five Components of a Successful Campaign

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Publication Type honors thesis
School or College College of Humanities
Department Communication
Faculty Mentor Natasha Seegert
Creator Nilsen, Grady Cole
Title The Celebrity Product Endorser in American Advertising: Five Components of a Successful Campaign
Date 2017
Description 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.
Type Text
Publisher University of Utah
Language eng
Rights Management (c) Grady Cole Nilsen
Format Medium application/pdf
Permissions Reference URL https://collections.lib.utah.edu/ark:/87278/s6xt15b3
ARK ark:/87278/s60k7kj7
Setname ir_htoa
ID 1543953
Reference URL https://collections.lib.utah.edu/ark:/87278/s60k7kj7
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