Academic Articles

Abstract -> Advertising and marketing managers spend a great deal of money to have celebrities endorse their product. Some view it to be an effective form of advertising as evidenced by the number of celebrity endorsed advertisements that have increased. Despite numerous amounts of research on celebrities endorsing a single product, little research has been conducted regarding the use of multiple-celebrity endorsements in advertising.

http://www.up.ac.za/dspace/handle/2263/5163 - link one Media effects

http://news.ncsu.edu/releases/wmscobbcelebrity/ - link two - representation

“Celebrities have been involved in politics for a long time, but there is an increasing interest in the role celebrities play in presidential politics,” says Dr. Michael Cobb, associate professor of political science at NC State and co-author of a paper describing the studies. “We set out to determine if celebrity endorsements influence voting decisions, particularly among young people.”

The researchers did two separate studies including more than 800 college students, evaluating whether endorsements from celebrities – including Angelina Jolie and George Clooney – would affect voting behavior if they endorsed a political candidate. The results? The studies found that celebrity endorsements do not help political candidates – but they can hurt them.