Celebrity Images in Magazine Advertisements: An Application of the Visual Rhetoric Model

Maria Royne Stafford · Nancy E. Spears · Chung-Kue Hsu

55 citations0/0 files storedJournal of Current Issues & Research in Advertising

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Media, Gender, and Advertising Marketing and Advertising Strategies Rhetoric and Communication Studies

Abstract

This paper applies the visual rhetoric model to celebrity gender images in magazine advertising. A content analysis of 207 ads containing celebrity endorsers was conducted. Results suggest that male celebrities are associated more with a visual plus verbal presentation mode and with functional product benefits. Conversely, female celebrities are associated more with a visual only presentation mode and psychosocial product benefits. Both theoretical and practical implications are offered, along with future research suggestions.

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2015IMPACT OF CELEBRITY ENDORSEMENTS ON CONSUMERS’ PURCHASE INTENTION: A Study of Indian Consumers 2020Study on influential role of celebrity credibility on consumer risk perceptions 2018Who is the Celebrity Endorser? A Content Analysis of Celebrity Endorsements 20071900-2000 in Review: The Shifting Role and Face of Animals in Print Advertisements in the Twentieth Century 2014Brand Positioning Through Celebrity Endorsement - A Review Contribution to Brand Literature

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