Celebrity Branding
This type of advertising focuses on using celebrity fame and popularity to gain recognition for their products and promote specific stores or products. Advertisers often advertise their products when celebrities share their favorite products or wear clothes by specific brands or designers. Many singers, models and film stars now have at least one licensed product or service which bears their name. The most popular forms of celebrity brand lines are for clothing and fragrances.

This technique of advertising says that consumers relate to the person(s) appearing in the ad: if the celebrity uses the product, then it must be good. However, the results of a study did not support the view that using celebrity advertising is more believable or effective than non-celebrity advertising.

In addition, the use of celebrities to approve a brand can have its   downsides  . One mistake by a celebrity may threaten the image of a brand. For example, after his performance of eight gold medals at the 2008 Olympic Games in Beijing, swimmer Michael Phelps' contract with Kellogg's was terminated. It is because Kellogg's did not want to associate with him after he was photographed smoking marijuana.
【題組】6. _____ A “celebrity” means someone who ______________
(A) has political power
(B) is good-looking
(C) is famous
(D) is rich