[Artículo] The artist-celebrity figure in the advertising context. : Analysis of cases
Autor: Fernando Sánchez Morote.
This work aims at exploring the existing commercial relationships between companies and celebrity artists. The main relationship is a symbiotic collaboration seeking an increase in sales to both parties.
In the present analysis, the different relationships that the company and the artist-celebrity establish with each other, and the strategies established based on the transfer of concepts from the figure of the artist-celebrity to a series of commercial products generated specifically for this purpose are explored. Also, the existing bibliography across various disciplines is analyzed, contrasting them to create a discursive line to brings them all together. The theoretical applications presented in this research are illustrated using practical cases to exemplify the various ways in which these relationships are manifested.
Recuperado de: https://revistascientificas.us.es/index.php/IROCAMM/article/view/14934