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

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