TY - CHAP
T1 - Celebrities as Marketing EnhancerCase Analysis of the Alternative Food Movement and "Eco-Chic" Lifestyle Advocacy
AU - Terasaki, Shinichiro
AU - Nagasawa, Shin'ya
PY - 2012/12/1
Y1 - 2012/12/1
N2 - Globalisation, industrialisationand neo-liberalism have caused social inequality and environmental degradation, while increasing numbers of celebrities, particularly in entertainment industry make use of this trend to maximise their influence over the public through environmental advocacies such as "alternative" food geographies and "eco-chic" lifestyle. The purpose of this paper is to examine how far celebrities' environmental advocacies work as a branding method of celebrities themselves.Following conceptual background discussions such as defining celebrity, types of celebrity and what "eco-chic" lifestyle means, critical assessment of the above issues takes place with a good array of empirical examples.The results indicates that celebrity advocacy is fundamentally a sort of star-driven "outside strategy" of social protest that popularises issues, enlarging the visibilities of celebrities themselves. This research has presented a new marketing trend that involves political ecology as a means of self-branding of celebrities who could be readily regarded as"products" in capitalism.
AB - Globalisation, industrialisationand neo-liberalism have caused social inequality and environmental degradation, while increasing numbers of celebrities, particularly in entertainment industry make use of this trend to maximise their influence over the public through environmental advocacies such as "alternative" food geographies and "eco-chic" lifestyle. The purpose of this paper is to examine how far celebrities' environmental advocacies work as a branding method of celebrities themselves.Following conceptual background discussions such as defining celebrity, types of celebrity and what "eco-chic" lifestyle means, critical assessment of the above issues takes place with a good array of empirical examples.The results indicates that celebrity advocacy is fundamentally a sort of star-driven "outside strategy" of social protest that popularises issues, enlarging the visibilities of celebrities themselves. This research has presented a new marketing trend that involves political ecology as a means of self-branding of celebrities who could be readily regarded as"products" in capitalism.
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U2 - 10.1007/978-3-642-29920-9_27
DO - 10.1007/978-3-642-29920-9_27
M3 - Chapter
AN - SCOPUS:84879252990
SN - 9783642299193
T3 - Smart Innovation, Systems and Technologies
SP - 263
EP - 272
BT - Intelligent Decision Technologies Proceedings of the 4th International Conference on Intelligent Decision
A2 - Lakhmi, Jain
A2 - Robert, Howlett
A2 - Junzo, Watada
A2 - Toyohide, Watanabe
A2 - Phillips-Wren, Gloria
ER -