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  • Why is star power so reliable in advertising?
  • Why is star power so reliable in advertising?
    EventPhotosNYC, Creative Commons (2017) ©
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What do people expect from celebrity endorsements?

Brands have long used famous faces in adverts to reliably boost the awareness and sales of their products. But what is it about star endorsements that make people stop and pay attention? And how is a desire for authenticity changing the expectations for celebrity partnerships?

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