Beyond the Traditional Endorsement

Famous personalities, or agents on their behalf, are actively seeking opportunities to assist companies to promote their brands for the sake of constant interaction and exposure by employing persuasive celebrity appeal. The mixing together of Internet reach, constant interaction and exposure to the consumer, and celebrity charm is known as the convergence of high technology and celebrity culture, with a branding potential that is tremendous for all parties involved.[2] What happens when venture capital looks to the stars? Apparently, “big” deals are being made between dot-com start-ups that need to rise above the clutter and celebrities looking for more than just a paycheck for an endorsement. Hollywood on ...

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