Advertising celebrity endorsements

The world of popular entertainment is where most adolescent heroes live. The teenage spectator thinks "To become like my hero, I should do as my hero does." Through imitation, young people strive for similarity to their ideals. Advertising commercially exploits this identification through using star and celebrity endorsements to influence consumer choices that children make. 

June 19 Four companies, Johnson Johnson, Pfizer, Merck, and Schering-Plough, agree to a six-month moratorium on advertising of new drugs and to modify payment of celebrities and experts who endorse their products. 

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