The Use of Images of Dead Celebrities in Advertising - History, Growth Factors, Theory, Legality, Ethics and Recommendations

Denver D'Rozario, Howard University, USA
Ross D. Petty, Babson College, USA
Leah C. Taylor, Howard University, USA
Frank K. Bryant, Howard University, USA
Images of dead celebrities are increasingly being used in advertising. In this paper, first, we look at the origins and history of this practice. Next, we look at some of the major factors that are driving this practice. Following this, we look at two streams of literature, to: (a) explain why this practice works (with consumers), and (b) why it is increasing in usage. Next, we examine the legal issues surrounding this practice, followed by an examination of the ethics of its use. Finally, we conclude with recommendations for advertisers, who wish to use images of dead celebrities effectively.
[ to cite ]:
Denver D'Rozario, Ross D. Petty, Leah C. Taylor, and Frank K. Bryant (2007) ,"The Use of Images of Dead Celebrities in Advertising - History, Growth Factors, Theory, Legality, Ethics and Recommendations", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 446-450.