CELEBRITIES AND THE NAME ECONOMY

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Research in Economic Anthropology

ISSN: 0190-1281
Series editor(s): Dr. Donald Wood

Subject Area: Sociology and Public Policy

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Document Information:
Title:	CELEBRITIES AND THE NAME ECONOMY
Author(s):	Brian Moeran
Volume:	22 Editor(s): Norbert Dannhaeuser and Cynthia Werner ISBN: 978-0-76231-071-5 eISBN: 978-1-84950-249-8
Citation:	Brian Moeran (2003), CELEBRITIES AND THE NAME ECONOMY, in Norbert Dannhaeuser and Cynthia Werner (ed.) Anthropological Perspectives on Economic Development and Integration (Research in Economic Anthropology, Volume 22), Emerald Group Publishing Limited, pp.299-321
DOI:	10.1016/S0190-1281(03)22011-4 (Permanent URL)
Publisher:	Emerald Group Publishing Limited
Article type:	Chapter Item
Abstract:	Drawing on research in the worlds of advertising, magazines and fashion, this paper discusses how celebrities mediate between different fields of cultural production. By focusing on celebrity endorsements in advertising, it also outlines how film actors and actresses, athletes, models, pop singers, sportsmen and women mediate between producers and consumers via the products and services that they endorse. As economic mediators, celebrities’ actions have important strategic and financial implications for the corporations whose products they endorse. As cultural mediators, they give commodities personalities and perform across different media, linking different cultural fields into an integrated name economy.