Three pieces of research on text :

http://www.coolavenues.com/mba-journal/marketing/celebrities-advertising

http://www.watoowatoo.net/mkgr/papers/nf-mk-icoria2006.pdf

http://www.celebrityendorsement.com/article.htm

Celebrities in advertising is a marketing vehicle that will likely continue well into this new millenium, and as long as there continue to be new stars introduced into our entertainment arenas — with last season's stars being ushered out gracefully — there will be no shortage of talent to fill the need. Doing it right is the biggest challenge, a challenge that is answered in better response and higher sales volume.

he reason behind the popularity of celebrity advertising is the advertisers' belief that brand images built through celebrities achieve a higher degree of attention and recall for consumers, which will eventually lead to higher sales. Although the potential benefits of using celebrity advertising to promote brand images and products are significant, so are the costs and risks.

The inherent upside of attaching a celebrity to a brand is that the brand literally has a face, name and personality that immediately projects an image of a living, breathing, credible person as opposed to a faceless corporate entity. The downside is that individuals are not as stable or as easily controllable as corporate entities.
As fame comes and goes, so goes the brand.

- Media Effects

- Representation and stereotyping

- Media technology and the digital revolution – changing technologies in the 21st century