Celebrity advertisements can bring great benefits to the advertisers if properly handled. Otherwise they will not necessarily generate celebrity effects. We should conform to Relevance Theory when deciding whether we should choose celebrities, which celebrity to choose and how to design the lines of advertisements, etc. Also we should handle properly the relevance of celebrities and their popularity among target consumers, of celebrities and advertisement themes and of celebrities and products. Key Words: Celebrity Advertisements, Relevance Theory, Consumers, Advertisers.
Alan : Sosyal, Beşeri ve İdari Bilimler
Dergi Türü : Uluslararası
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