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

Shinichiro Terasaki, Shinya Nagasawa

Research output: Chapter in Book/Report/Conference proceedingChapter

1 Citation (Scopus)

Abstract

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.

Original languageEnglish
Title of host publicationSmart Innovation, Systems and Technologies
Pages263-272
Number of pages10
Volume16
DOIs
Publication statusPublished - 2012

Publication series

NameSmart Innovation, Systems and Technologies
Volume16
ISSN (Print)21903018
ISSN (Electronic)21903026

Fingerprint

Ecology
Weathering
Visibility
Stars
Marketing
Industry
Food
Advocacy
Lifestyle
Celebrity

Keywords

  • Alternative food movement
  • Branding
  • Celebrity politics
  • Environmental degradation
  • Marketing trend
  • Political ecology
  • Social inequality

ASJC Scopus subject areas

  • Computer Science(all)
  • Decision Sciences(all)

Cite this

Terasaki, S., & Nagasawa, S. (2012). Celebrities as Marketing EnhancerCase Analysis of the Alternative Food Movement and "Eco-Chic" Lifestyle Advocacy. In Smart Innovation, Systems and Technologies (Vol. 16, pp. 263-272). (Smart Innovation, Systems and Technologies; Vol. 16). https://doi.org/10.1007/978-3-642-29920-9_27

Celebrities as Marketing EnhancerCase Analysis of the Alternative Food Movement and "Eco-Chic" Lifestyle Advocacy. / Terasaki, Shinichiro; Nagasawa, Shinya.

Smart Innovation, Systems and Technologies. Vol. 16 2012. p. 263-272 (Smart Innovation, Systems and Technologies; Vol. 16).

Research output: Chapter in Book/Report/Conference proceedingChapter

Terasaki, S & Nagasawa, S 2012, Celebrities as Marketing EnhancerCase Analysis of the Alternative Food Movement and "Eco-Chic" Lifestyle Advocacy. in Smart Innovation, Systems and Technologies. vol. 16, Smart Innovation, Systems and Technologies, vol. 16, pp. 263-272. https://doi.org/10.1007/978-3-642-29920-9_27
Terasaki S, Nagasawa S. Celebrities as Marketing EnhancerCase Analysis of the Alternative Food Movement and "Eco-Chic" Lifestyle Advocacy. In Smart Innovation, Systems and Technologies. Vol. 16. 2012. p. 263-272. (Smart Innovation, Systems and Technologies). https://doi.org/10.1007/978-3-642-29920-9_27
Terasaki, Shinichiro ; Nagasawa, Shinya. / Celebrities as Marketing EnhancerCase Analysis of the Alternative Food Movement and "Eco-Chic" Lifestyle Advocacy. Smart Innovation, Systems and Technologies. Vol. 16 2012. pp. 263-272 (Smart Innovation, Systems and Technologies).
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