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The article provides a research study of the positive impact of celebrity endorsers in the society in advertising. The research is carried out in three phases including exploratory phase that qualitatively measures self-concept, brand image, and credibility. The article states that celebrities draw more attention to the advertisements they appear in and brands they are associated with and can create, enhance and change brand images. The article mentions that the celebrities who represent up-to-date and dominant values in a fragmented and diverse society might facilitate the existence and evolution of the cultural entity.

The article discusses the use of animals in product marketing strategies. Animals are used in product marketing, especially in promotions, because of the visual symbols it can provide. These visual symbols are often universal in cultures around the world. Animal symbols may be used to communicate and project the image of the product. The most common group of animals used in product marketing is the mammals. A study focusing on beer and cider bottles with mammalian images revealed that the images reflect the strength, power or tenacity of the product.

The article examines the commercial success of the motion picture The Blair Witch Project, directed by Daniel Myrick and Eduardo Sanchez. The film's critical and commercial successes can both be explained by analyzing its creators' masterful exploitation of an archetypal paradigm for creating a mass media entertainment, a paradigm exemplified most readily by Samuel Richardson's 1740 sleeper hit, Pamela, or Virtue Rewarded. As occurred with Richardson's novel, the creators of The Blair Witch Project manipulated the various media through which its narrative was presented in a manner that encouraged initial audiences to experience its fictional story as if it were non-fictional. In both cases, such truth claims abetted the works' commercial success while also enabling their creators to interrogate contemporary debates about a specific kind of cultural production. What follows is a comparative analysis of the media events of Pamela and The Blair Witch Project, which highlights similarities between the works and the circumstances surrounding the publication of each.

With regular predictability, public opinion polls inform citizens that among the most admired Americans are celebrities in the music or film industry. According to those same polls, the least trusted, Americans are usually car salesmen. That is the commonly perceived dichotomy, celebrities as heroes, and salesmen as villains. Yet, one wonders how the public feels when their celebrities turn into salesmen. Ray Charles, Phil Collins, Elton John and Michael Jackson are some of America's superstars and heroes who, on the side, earn huge commissions selling beer and soft drinks in glitzy television ads. Bob Merlis, Vice-President/National Publicity Director for Warner Brothers Records, believes that although the recording industry is ambivalent regarding commercial endorsements, they do favor the "enhanced exposure" since the record buying public "doesn't seem to have a problem" with the practice. Salesmen perform an essential function in a competitor-oriented, free enterprise, market economy: the goods, once manufactured, must be sold. Successful salesmen are heroes to their companies; they are rewarded with bonuses, toasted at annual sales conventions, held up before their peers and associates as representatives worth emulating, model citizens in their community.

The article presents information on American shopping malls. Shopping centres provide cultural, recreational and amusement opportunities, besides being a marketing strategy. Mall developers seek to analyze the requirements of the community at the site, by market researches, before planning the mall. Shopping centres attract multitudes of people who do not indulge in community building social interactions or share common ties. Shopping centres are public spaces which are created for generating high commercial turnovers. The transiency, commercial turnover, and the bulk of people, thwart the development of communities among the shoppers.

An essay is presented which discusses the North Carolina independent production company the De Laurentiis Entertainment Group's (DEG's) use of the American author Stephen King as a marketing strategy for the horror movie "Maximum Overdrive," written and directed by King during the 1980s. An overview of DEG's use of King's film authorship as a marketing strategy is provided.