Research has shown that the number of adverts using celebrities stars to sell brands has fallen sharply in the past five years. Meanwhile the research has also shown that viewers still respond to celebrity endorsement but only if they are pushing a worthwhile product.

Speaking to the Guardian, Matthew Bull, the worldwide creative director of the advertising agency Lowe, said that many adverts used celebrities to mask a weak idea, but if an idea was strong celebrities could enhance them.

Guardian Article

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