Star power: Why celeb marketing sells

Watch an hour of news on your favourite television station. From CNN to Al Jazeera to NTV, you will see intermixed between news coverage various commercial advertisements trying to get you to purchase or build your awareness about their brands about everything from cooking fat to body lotion to types of drinks.

Invariably, positioned between logos, messaging and product details, often a famous face pops into the advertisement to promote the product. On television, radio, social and print media, we see or hear our well-known comedians, news presenters, singers as well as sports men and women.