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

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.



Citation:

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.

Authors

Denver D'Rozario, Howard University, USA
Ross D. Petty, Babson College, USA
Leah C. Taylor, Howard University, USA
Frank K. Bryant, Howard University, USA



Volume

NA - Advances in Consumer Research Volume 34 | 2007



Share Proceeding

Featured papers

See More

Featured

Anchors as Midpoints: it’s not the Size of the Adjustment that Counts, it’s the Direction

Joshua Lewis, University of Pennsylvania, USA
Joseph P. Simmons, University of Pennsylvania, USA

Read More

Featured

‘Family Tech-Support’: Consequences for Family Assemblages and Non-Purchase Decision Technology Adoption

Pao Franco, University of Melbourne, Australia

Read More

Featured

A Phenomenological Examination of Internet Addiction: Insights from Entanglement Theory

Mohammadali Zolfagharian, Bowling Green State University
Atefeh Yazdanparast, University of Evansville
Reto Felix, University of Texas Rio Grande Valley, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.