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The cultural lens through which an ad is viewed can affect the extent to which an endorser of the product in an ad and the message s(he) communicates are thought about in relation to one another. Consumers with a collectivist mindset tend to think about information relationally. Consequently, they consider the endorsement in relation to the endorser and this affects their memory for both. It also affects recipients' concern with the fit between the endorser's message and the endorser and consequently influences their judgments of both the ad and the product being advertised. When people have an individualist mindset, on the other hand, they appear to treat the endorser and the endorsement as independent pieces of information and are less sensitive to their fit. Four studies support these conclusions and provide insights into how endorser–message relatedness impacts persuasion under different cultural mindset conditions. [ABSTRACT FROM AUTHOR]

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.

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.