THE USE OF CELEBRITIES AND MULTIPLO ENDORSEMENT IN THE PROPAGANDA / A UTILIZAÇÃO DE CELEBRIDADES E O MÚLTIPLO ENDOSSO NA PROPAGANDA
AUTOR(ES)
MARIANA ABREU CARNEIRO
DATA DE PUBLICAÇÃO
2001
RESUMO
This work looks for to identify the attitude of the public front to the use of Celebrities in the propaganda and to the endorsement of multiple products for the same person. In accordance with this study, considering its limitations, the use of celebrities in the propaganda has a positive influence on the evaluation of the endorser, without affecting the evaluation of the announcement. The young public of the the most influenced feminine sex still revealed that the young public is more sensible to this propaganda technique, being. With relation to the multiple endorsement, evidence of a negative impact did not meet on the perceptions of the public.
ASSUNTO(S)
advertising propaganda strategy of marketing estrategia de marketing
