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

  • Shinichiro Terasaki
  • Shin’ya Nagasawa
Part of the Smart Innovation, Systems and Technologies book series (SIST, volume 16)


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.


branding celebrity politics political ecology alternative food movement environmental degradation social inequality marketing trend 


Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.


  1. 1.
    Anderson, A.: Source Strategies and the Communication of Environmental Affairs. Media Culture & Society 13, 459–476 (1991)CrossRefGoogle Scholar
  2. 2.
    Alberoni, F.: The Powerless “Elite”: Theory and Sociological Research on the Phenomenon of the Stars. In: McQuail, D. (ed.) Sociology of Mass Communications, pp. 75–98. Penguin, Harmondsworth (1972)Google Scholar
  3. 3.
    Appadurai, A.: Grassroots globalization and the research imagination. Public Culture 12(1), 1–19 (2000)CrossRefGoogle Scholar
  4. 4.
    Atkin, C., Block, M.: Effectiveness of celebrity endorsers. Journal of Advertising Research 23, 57–61 (1983)Google Scholar
  5. 5.
    Banerjee, S., Gulas, S.S., Lyer, E.: Shades of Green: A multidimensional Analysis of Environmental Advertising. Journal of Advertising 24(2), 21–31 (1995)Google Scholar
  6. 6.
    Baum, M.: Soft News Goes to War. Princeton University Press, Princeton (2003)Google Scholar
  7. 7.
    Boorstin, D.: The Image: A Guide to Pseudo-Events in America. Harper and Row, New York (1961)Google Scholar
  8. 8.
    Brockington, D.: Powerful environmentalism: conservation, celebrity and capitalism. Media, Culture & Society 30(4), 551–568 (2008)CrossRefGoogle Scholar
  9. 9.
    Brownstein, R.: The Power and the Glitter: The Hollywood-Washington Connection. Pantheon, New York (1990)Google Scholar
  10. 10.
    Bryant, R.: For richer, for poorer: Towards a political ecology of the rich and famous. Paper presented at King’s College London Departmental Seminar Series (November 2007)Google Scholar
  11. 11.
    Bryant, R., Goodman, M., Redclift, M.: Spaces of intention as exclusionary practice: Exploring ethical limits to “alternative” sustainable development. Environment, Politics and Development Working Paper Series 4, 1–22 (2008)Google Scholar
  12. 12. Jamie’s School Dinners [internet] (2009), (accessed December 12, 2011)
  13. 13.
    Choi, S.M., Lee, W., Kim, H.: Lessons from the rich and famous: A cross-cultural comparison of celebrity endorsement in advertising. Journal of Advertising 34(2), 85–98 (2005)Google Scholar
  14. 14.
    Corkran, G., Guthrie, J., Heavner, B.: Leadership and Global Warming. In: Oglesby, R.A., Adams, M.G. (eds.) Business Research Yearbook: Global Business Perspectives, vol. XV. IABD, Beltsville (2008)Google Scholar
  15. 15.
    Deluca, K.M., Peeples, J.: From Public Sphere to Public Screen: democracy, activism, and the ”violence” of Seattle. Critical Studies in Media Communication 19(2), 125–151 (2002)CrossRefGoogle Scholar
  16. 16.
    DuPuis, E.M.: Not in my body: rBGH and the rise of organic milk. Agriculture and Human Values 17, 285–295 (2000)CrossRefGoogle Scholar
  17. 17.
    Erdogan, B.Z.: Celebrity Endorsement: A Literature Review. Journal of Marketing Management 15(4), 291–314 (1999)CrossRefGoogle Scholar
  18. 18.
    Freidberg, S.: The ethical complex of corporate food power. Environment and Planning D: Society and Space 22, 513–531 (2004)CrossRefGoogle Scholar
  19. 19.
    Giles, D.C.: Illusions of Immortality: A Psychology of Fame and Celebrity. MacMillan, London (2000)Google Scholar
  20. 20.
    Goodman, D., Goodman, M.: Alternative Food Networks. In: Kitchin, R., Thrift, N. (eds.) International Encyclopaedia of Human Geography. Elsevier, Oxford (2007)Google Scholar
  21. 21.
    Goodman, M.: The Mirror of consumption: Celebritisation. developmental consumption and the shifting cultural politics of fair tradeGoogle Scholar
  22. 22.
    Guthman, J.: Fast food/organic food: reflexive tastes and the making of “yuppie chow”. Social and Cultural Geography 4, 45–58 (2003)CrossRefGoogle Scholar
  23. 23.
    Guthman, J.: Thepolyanyian way?: Voluntary food labels and neoliberal governance. Antipode 39, 456–478 (2007)CrossRefGoogle Scholar
  24. 24.
    Guthman, J.: Neoliberalism and the making of food politics in California. Geoforum 39, 1171–1183 (2008)CrossRefGoogle Scholar
  25. 25. (2009), (accessed December 12, 2011)
  26. 26.
    Kaikati, J.G.: Celebrity Advertising: A Review and Synthesis. International Journal of Advertising 6(2), 93–106 (1987)Google Scholar
  27. 27.
    Kaufman, A., Wolf, Y.: Celebrity CEOs and Privacy Issues. In: Larsen, K.R., Voronovich, Z.A. (eds.) Convenient or Invasive: The Information Age. Ethica Publishing, Boulder (2007)Google Scholar
  28. 28.
    Kernell, S., Baum, M.A.: Has Cable Ended the Golden Age of Television? American Political Science Review 93(1), 99–114 (1999)CrossRefGoogle Scholar
  29. 29.
    Lahr, J.: Notes on Fame. Harper’s, 77–80 (January 1978)Google Scholar
  30. 30.
    Lang, T.: Going public: food campaigns during the 1980s and early 1990s. In: Smith, D.F. (ed.) Nutrition in Britain: Science, Scientists and Politics in the Twentieth Century, pp. 238–260. Routledge, New York (1997)Google Scholar
  31. 31.
    Lester, L.: Lost in the wilderness? Celebrity, protest and the news. Journalism Studies 7(6), 908–921 (2006)CrossRefGoogle Scholar
  32. 32.
    Live Earth. Who We Are [Internet], (accessed December 12, 2012)
  33. 33.
    Look to the Stars. Charitable Celebrities [Internet] (2009), (accessed December 12, 2012)
  34. 34.
    MailOnline. That’s a lot of ready meals Gordon! Ramsey buys a new Ferrari [Internet] (2009), (accessed December 12, 2012)
  35. 35.
    McCracken, G.: Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process. Journal of Consumer Research 16(3), 310–321 (1989)CrossRefGoogle Scholar
  36. 36.
    Mckinley, M.C., Lowis, C., Robson, P.J., Wallace, J.M.W., Morrissey, M., Moran, A., Livingstone, M.B.E.: It’s good to talk: children’s views on food and nutrition. European Journal of Clinical Nutrition 59, 542–551 (2005)CrossRefGoogle Scholar
  37. 37.
    Meyer, D.S., Gamson, J.: The Challenge of Cultural Elites: Celebrities and Social Movements. Sociological Inquiry 62(2), 181–206 (1995)CrossRefGoogle Scholar
  38. 38.
    Miller, D.: The Dialectics of Shopping. University of Chicago Press, Chicago (2001)Google Scholar
  39. 39.
    Monaco, J.: Celebrity. Delta, New York (1978)Google Scholar
  40. 40.
    PBS. e² design: series overview [Internet] (2008), (accessed December 12, 2012)
  41. 41.
    Prior, M.: News vs. Entertainment: How Increasing Media Choice Widens the Gaps in Political Knowledge and Turnout. American Journal of Political Science 49(3), 577–592 (2005)CrossRefGoogle Scholar
  42. 42.
    Rojek, C.: Celebrity. Reaktion Books, London (2001)Google Scholar
  43. 43.
    Schickel, R.: Imitate Strangers: The Culture of Celebrity. Fromm International, New York (1985)Google Scholar
  44. 44.
    Singer, S.: Warrior one. Vogue (October 2002)Google Scholar
  45. 45. Gordon Ramsay accused of using ready meals in his restaurants [Internet] (2009), (accessed December 12, 2012)
  46. 46. Americans must act to address Climate Change [Internet], (accessed December 12, 2012)
  47. 47.
    Thrall, T., Lollio-Fakhreddine, J., Berent, J., Donnelly, L., Herrin, W., Paquette, Z., Wenglinski, R., Wyatt, A.: Star Power: Celebrity Advocacy and the Evolution of the Public Sphere. The International Journal of Press/Politics 13(4), 362–385 (2008)CrossRefGoogle Scholar
  48. 48.
    Turner, G.: Understanding Celebrity. SAGE, London (2004)Google Scholar
  49. 49.
    Vivanco, L.A.: The Work of Environmentalism in an Age of Televisual Adventures. Cultural Dynamics 16(1), 5–27 (2004)CrossRefGoogle Scholar
  50. 50.
    Warner Brothers: Frontiers of the New Century: The 11th Hour. New Perspectives Quarterly 24(4), 38–57 (2007)Google Scholar
  51. 51.
    West, D.M., Orman, J.: Celebrity Politics. Prentice Hall, Upper Saddle River (2003)Google Scholar
  52. 52.
    Wiki, Baribari Value [Internet] (2008), (accessed December 12, 2012)

Copyright information

© Springer-Verlag Berlin Heidelberg 2012

Authors and Affiliations

  • Shinichiro Terasaki
    • 1
  • Shin’ya Nagasawa
    • 1
  1. 1.Graduate School of CommerceWaseda UniversityShinjukuJapan

Personalised recommendations