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Anthropological Perspectives on Economic Development and Integration

ISBN: 978-0-76231-071-5, eISBN: 978-1-84950-249-8

ISSN: 0190-1281

Publication date: 8 November 2003


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.


Moeran, B. (2003), "CELEBRITIES AND THE NAME ECONOMY", Dannhaeuser, N. and Werner, C. (Ed.) Anthropological Perspectives on Economic Development and Integration (Research in Economic Anthropology, Vol. 22), Emerald Group Publishing Limited, Bingley, pp. 299-321.



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