Celebrities as Marketing EnhancerCase Analysis of the Alternative Food Movement and "Eco-Chic" Lifestyle Advocacy

Shinichiro Terasaki*, Shin'ya Nagasawa


研究成果: Chapter

1 被引用数 (Scopus)


Globalisation, industrialisationand neo-liberalism have caused social inequality and environmental degradation, while increasing numbers of celebrities, particularly in entertainment industry make use of this trend to maximise their influence over the public through environmental advocacies such as "alternative" food geographies and "eco-chic" lifestyle. The purpose of this paper is to examine how far celebrities' environmental advocacies work as a branding method of celebrities themselves.Following conceptual background discussions such as defining celebrity, types of celebrity and what "eco-chic" lifestyle means, critical assessment of the above issues takes place with a good array of empirical examples.The results indicates that celebrity advocacy is fundamentally a sort of star-driven "outside strategy" of social protest that popularises issues, enlarging the visibilities of celebrities themselves. This research has presented a new marketing trend that involves political ecology as a means of self-branding of celebrities who could be readily regarded as"products" in capitalism.

ホスト出版物のタイトルIntelligent Decision Technologies Proceedings of the 4th International Conference on Intelligent Decision
編集者Jain Lakhmi, Howlett Robert, Watada Junzo, Watanabe Toyohide, Gloria Phillips-Wren
出版ステータスPublished - 2012 12月 1


名前Smart Innovation, Systems and Technologies

ASJC Scopus subject areas

  • 決定科学(全般)
  • コンピュータ サイエンス(全般)


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