Different Ways Celebrities Sell To Us

Celebrity endorsements can take several different forms. The celebrity may simply appear in advertisements for a product, place, service or charity. The celebrity might provide a voiceover for a television or radio ad. The celebrity might attend PR events. Or the celebrity could participate in promotional stunts.

But endorsement deals are not always so clearly identifiable. To understand the extent of celebrity endorsements, we need to look at different types of marketing campaigns. 

Here's a quick summary of four different ways celebrities endorse (intentionally or not) products, places, services, charities, or even ideas.

Direct Marketing: the celebrity is hired by a company to promote their product through mass media advertising

Indirect/Stealth Marketing: the celebrity is hired by a company to promote their product through private life; Celebrities spotted wearing/using some product; another type of indirect marketing is product placement in television shows and movies. Usually the products are incorporated into the scene, but not mentioned specifically by name.

Accidental Marketing: the celebrity becomes associated with a particular brand based on their personal preferences; As Morin writes, “a star’s way of life is in itself merchandise.” In other words, the private-public life of the stars always functions as a kind of commercial. The challenge is knowing when a celebrity is using a certain product or wearing a specific designer in their private life because they want to or because they have been paid to. Often don’t ever know for sure.

Collaborative/Independent Marketing: celebrity creates their own line of products or services, and uses their own name/image as a brand

Choose a celebrity you're familiar with and think about the different types of endorsements associated with this person. How do these endorsements reflect this person's identity (their personality, interests, preferences, and values)? How does this connection affect the social value of the product?