Celebrities, culture and a name economy Moeran, Brian Document Version Final published version Publication date: 2001 License CC BY-NC-ND Citation for published version (APA): Moeran, B. (2001). Celebrities, culture and a name economy. Link to publication in CBS Research Portal General rights Copyright and moral rights for the publications made accessible in the public portal are retained by the authors and/or other copyright owners and it is a condition of accessing publications that users recognise and abide by the legal requirements associated with these rights. Take down policy If you believe that this document breaches copyright please contact us (
[email protected]) providing details, and we will remove access to the work immediately and investigate your claim. Download date: 26. Sep. 2021 Celebrities, Culture and a Name Economy Brian Moeran Visiting Professor Department of Intercultural Communication and Management Copenhagen Business School Dalgas Have 15 DK-2000 Frederiksberg Denmark
[email protected] Abstract Drawing on previous research, this paper discusses how celebrities act as intermediaries between culture and economy in the promotional industries. By focusing on celebrity endorsements in advertising, it outlines how film actors and actresses, athletes, models, pop singers, sportsmen and women mediate between producers and consumers via the products and services that they endorse. Here celebrities are cultural intermediaries as they give commodities ‘cultural personalities’ and perform across different media, linking different cultural spheres into an integrated whole. But, given the facts that who they advertise for and what they do or do not do have major financial implications for the corporations whose products they endorse, celebrities can also be said to be economic intermediaries.