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This paper presents the results of a content analysis study that examined the use of celebrity endorsers in magazine advertising. Advertisements appearing in 37 different magazines representing eight major classification categories were analysed to gain insight into the prevalence of use of celebrity endorsers in magazine advertising. Only 10% of the magazine ads run during the time period analysed contained a celebrity, which is much lower than estimates of their use often reported in the media. The findings show that the use of celebrities varies by magazine type with their use being highest for sports and teen publications. The use of celebrities also varies by product/service category as does the type of celebrity utilised, such as athletes, actors/actresses, entertainers and supermodels. Celebrity use was based primarily on the source characteristics of popularity/likeability followed by physical attractiveness. Celebrity use based on expertise occurs primarily for athletic products.
