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The downside is that individuals are not as stable or as easily controllable as corporate entities. As fame comes and goes, so goes the brand.
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Companies have been using stars to endorse everything, from food to food chains, from soft and hard drinks to health drinks, from clothes and accessories to cars. Commonly called "testimonials" or "celebrity endorsements", this technique of persuasion is related to the person appearing in the ad: If the celebrity / athlete / star use the product, then it must be good, so I will purchase it too...
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