The use of celebrities in advertisement
DOI:
https://doi.org/10.11606/issn.1984-5057.v6i1p40-55Keywords:
advertising, rhetoric, celebrity, authority, brandingAbstract
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.Downloads
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Published
2014-06-03
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ARTICLES
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Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons BY-NC-SA License.
How to Cite
The use of celebrities in advertisement. Signos do Consumo, [S. l.], v. 6, n. 1, p. 40–55, 2014. DOI: 10.11606/issn.1984-5057.v6i1p40-55. Disponível em: https://revistas.usp.br/signosdoconsumo/article/view/101353.. Acesso em: 24 jul. 2024.