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Stars in advertising Petr Adámek Stars, who are known to shape destinies, cast an enormous influence. No, we're not talking about astrology here. We're referring to the powerful effect of celebrities on destinies of brands. One approving nod from a famous face can translate into millions in brand sales. Perhaps that's why the world over, companies have been using stars to endorse everything, from food to food chains, from soft and …

…the celebrity is benefiting from the brand, the consumer will also benefit. Psychographic Connect: Stars are loved and adored by their fans and advertisers use stars to capitalise on these feelings to sway the fans towards their brand. Demographic Connect: Different stars appeal differently to various demographic segments (age, gender, class, geography etc.). Mass Appeal: Some stars have a universal appeal and therefore prove to be a good bet to generate interest among the masses.