Over the decades, the use of celebrities in advertising has increased. Research suggests that in western countries between 20% and 30% of all advertising used celebrities in the late 1990s. During the past 10 years, however, the use of celebrities in advertising has plunged. This paper discusses why advertisers are turning away from using major celebrities in their campaigns, and what alternative individuals may be used instead of the celebrities.
|Tidsskrift||The I U P Journal of Marketing Management|
|Status||Udgivet - 1. mar. 2016|