Why do companies use celebrities in their advertising? What do they think about when selecting an appropriate celebrity? Do you think Britney Spears would be an appropriate choice of celebrity to appear in Pantene adverts aimed at teenagers? Why or why not?

Celebrities garner instant name recognition...it's a subliminal effect, I believe. If I use thus and such a product, that means I am like "X" celebrity, or will become like "X" celebrity if I use the product.

I think this is especially effective with young people who tend NOT to look at any underlying meaning or purpose, first. I don't think this is necessarily bad...it's just an advertising tool to get product recognition.

I've never heard anybody say 'I want to use this so I can look like her'. I guess if there's some kind of subliminal message though as sonnet suggests it's possible. I've never understood why they think celebrities help something. They see their sales lowering with a certian celebrity and they probably just think they made a bad choice and so try another one or something. Have these companies even seen a significant change in sales because of a celebrity?

[This message was edited by jusork on 05-03-03 at 01:27 PM.]