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The Economy of Celebrity
The economy of celebrity

A celebrity is a person whose name has attention-getting, interest-rivetting, and profit-generating value.

(Rein, Kotler and Stoller, High Visibility, 1997, p. 15)


The Celebrity-Commodity

Celebrities are developed to make money. Their names and images are used to market films, CDs, magazines, newspapers, television programmes – even the evening news. Media entrepreneurs want celebrities involved with their projects because they believe this will help them attract audiences. Film producers use stars as a means of attracting investment to their projects, marketers use celebrity endorsements as a means of profiling and branding their products, television programmes feature guest appearances from celebrities to build their audiences and sports promoters use celebrity athletes to attract media attention and increase the size of the gate. Celebrity ...

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