Citation

Use of Celebrity Endorsement in Advertising: A Content Analysis of Chilean Graphic Media

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Abstract:

This study explores how advertising messages deployed in printed graphic media use celebrity endorsers as part of their communication strategy, in a Latin American country. Based on prior work developed by Belch and Belch (2013), this paper explores celebrity endorsers usage in both newspapers and magazines in the Chilean market. Similar to previous reports in USA, it was revealed that 8.9% percentage of ads placed in print media used a celebrity endorser. Differences in the use of this strategy were observed over different product/services categories. Other results linked to the gender, type and attributes of the celebrity endorser are reported.
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0 (1),

Author's Keywords:

Celebrity Endorsement, Brand Ambassadors, Marketing Communications
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Association:
Name: BALAS
URL:
http://http://www.balas.org/


Citation:
URL: http://citation.allacademic.com/meta/p1348575_index.html
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MLA Citation:

Manzur, Enrique., Uribe, Rodrigo. and Buzeta, Cristian. "Use of Celebrity Endorsement in Advertising: A Content Analysis of Chilean Graphic Media" Paper presented at the annual meeting of the BALAS, University of San Diego, San Diego, USA, Mar 21, 2018 <Not Available>. 2018-10-15 <http://citation.allacademic.com/meta/p1348575_index.html>

APA Citation:

Manzur, E. , Uribe, R. and Buzeta, C. , 2018-03-21 "Use of Celebrity Endorsement in Advertising: A Content Analysis of Chilean Graphic Media" Paper presented at the annual meeting of the BALAS, University of San Diego, San Diego, USA Online <PDF>. 2018-10-15 from http://citation.allacademic.com/meta/p1348575_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: This study explores how advertising messages deployed in printed graphic media use celebrity endorsers as part of their communication strategy, in a Latin American country. Based on prior work developed by Belch and Belch (2013), this paper explores celebrity endorsers usage in both newspapers and magazines in the Chilean market. Similar to previous reports in USA, it was revealed that 8.9% percentage of ads placed in print media used a celebrity endorser. Differences in the use of this strategy were observed over different product/services categories. Other results linked to the gender, type and attributes of the celebrity endorser are reported.


 
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