The use of celebrities in advertisement

Abstract

Several brands have been using celebrities to advertise their products. This work aims, from the theoretical rhetoric and the national and international literature, to establish a system of categorization of celebrities that shows a typology of celebrities, categorized by importance in the sense of value in building brands. It is understood that such a message will be more effective the more credible is their ethos. Among the elements that make up the ethos of a brand one of the most direct, clearly discernible and widely used is celebrity. The subdivision of authorities used in advertising is proposed here into three groups: stricto, lato and presence, as features celebrities and their relationship with the brand, product and advertising message.