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.


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.


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


NA - Advances in Consumer Research Volume 34 | 2007

Share Proceeding

Featured papers

See More


Dancing with Commercialism: Emphasizing Dramatism to Persuade

Yuxin Bai, Lancaster University, UK
Xin Zhao, Lancaster University, UK
Hayley Cocker, Lancaster University, UK

Read More


P6. Marginal Cost Consideration

Ethan Pew, Stony Brook University
Hyunhwan Lee, University of Miami, USA

Read More


Q2. Why do Kids Love Watching Unboxing Videos? Understanding The Motivations of Children to Consume Unboxing Toy Videos

Teresa Trevino, Universidad de Monterrey
Mariela Coronel, UDEM
Valeria Martínez, UDEM
Ivanna Martínez, UDEM
Daniela Kuri, UDEM

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.