Abstract:

Abstract enAbstract It can be observed that, celebrities are used in advertisements in order to help to transmit cultural and utilitarian meanings to consumers, with the purpose of persuading them. Factors such as consumers finding the celebrities in these advertisements as experts, trust-worthy and reliable, liking, admiring them, can influence consumers’ attitude towards advertisements and this can cause differences in consumers’ evaluation related to the image of brands. However, the gender of the celebrities in advertisements can also cause differences in the attitudes of individuals towards advertisements. In this study, it has been aimed at determining the effects of celebrities used in advertisements being male or female have on brands’ images. Two advertisements, in which a female and a male celebrity endorsers, have been shown to consumers and the effect of consumers’ attitudes towards advertisements on the change in the perception of brands’ images have been determined. According to the results of the study, use of celebrities in advertisements has a positive impact on the perception related to the brands. In addition, the gender of the celebrity used in the advertisement being female has been determined to have a more positive impact in comparison to a male celebrity, on both female and male consumers’ evaluation related to the brand’s image. 

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