Celebrity advocacy in journalism

8/9/2019 Celebrity advocacy in journalism

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FINAL PROJECT REPORT

On

CELEBRITY ADVOCACY IN ADVERTISEMENTS

Submitted in the partial fulfilment for the award of the

degree of

BACHELOR OF JOURNALISM & MASS COMMUNICATION

Under the Supervision and Guidance of

Dr. Pooja Rana

Submitted by

Navneet Kaur(0181422407)

SESSION: 2007 2010

JAGANNATH INTERNATIONAL MANAGEMENT

SCHOOL


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Affiliated To Guru Gobind Singh Indraprastha University, Delhi

ACKNOWLDGEMENT

I would like to extend my heartiest thanks to Dr. Pooja Rana (our

Project In charge) for her constant support and help in my project.

Her guidance in providing practical exposure in learning things

like how to do survey and prepare questionnaires was of great

help in my initiative. I would also extend my gratitude to

Jagannath International Management School, Vasant Kunj and

Encompass Events, member WPP Group for providing me an

opportunity, resources and information to accomplish this project.

It has been a wonderful experience to study the topic of this

project with the support of my institute and professionals from my

workplace. Guru Gobind Singh Indraprastha University, Delhi


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Dr. Pooja Rana

Mass Communication Department

Jagannath International Management School

TABLE OF CONTENTS

Acknowledgement

Certificate

Table of contents

I. Introduction and objectives

II. Research Design and methods

Hypothesis

III. Review of Literature

IV. Results and Discussions

Data Analysis

Facts and findings

V. Conclusion

Bibliography

Annexure


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CHAPTER I


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INTRODUCTION AND OBJECTIVES

I.1 INTRODUCTION

I.1.1 WHAT IS ADVOCACY

Advocacy is problem solving:

1. To protect rights or change unfair discriminatory or abusive

treatment to fair, equal, and humane treatment.

2. To improve services, gain eligibility for services or change

the amount or quality of services to better meet the needs of

an individual.

3. To remove barriers which prevent full access to full

participation in community life.

I.1.2 WHY CHOOSE ADVOCACY:

Progress - change for the better - will not happen without

advocacy. Advocacy is the tool, citizens use in our democracy to

bring about improvements. People with disabilities have seen

major changes in the laws, the service system, and public

attitudes in recent years. Communities have begun to see that

people with disabilities have a right to fully participate in all

aspects of life. This awakening began, with great effort andbehind-the-scenes preparation, because people with disabilities

have decided for themselves it is time to use advocacy for

change.


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Advocates must be careful to not allow others to define who they

are and what they want. The words "advocate" and "advocacy

group" are seen by some as negative terms. Some think of an

advocate as conveying a tone of "harshness",

"unreasonableness", or "selfishness". This perception of the term

"advocate" reaches beyond the disability-related advocacy - it

includes the advocacy of special interest groups in Congress,

lobbying, and other contexts.

The reputation of advocacy, and advocates, who work on behalf

of the rights of people with disabilities will suffer or improvedepending on our advocacy approach.

I.1.3 ADVOCACY ADVERTISEMENTS:

Advocacy advertising can be directed at specific targets, or

general targets, such as political activists, the media, consumer

groups, government agencies, or competitors. It can be

sponsored by any type of advertiser (businesses, consumer

groups, special interest groups, political parties, or even

individuals).

Advocacy advertising almost always is related to a specific public

policy or upcoming legislation. The ad will express an opinion on

the issue or position the sponsoring industry or company as aleader in its field or area of expertise, such as health care, the

environment, or education.

John Fox Sullivan, Chief Executive and Group Publisher of Atlantic

Media Company, elaborated that the goal of advocacy advertising


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is defining an issue in such a way that reliable and credible people

will give you the answer you want, like Amitabh Bachchan

advocating the cause of better packaged Cadbury products.

I.1.4 WHEN IS ADVOCACY ADVERTISEMENT EFFECTIVE?

So does all that understanding and talk make a difference? How

do you know that advocacy is effective?

When you see reactions disproportionate to the

input that you provide

Understand that you have touched on a sensitive point. It

is like having someone touch an already injured part of

the body. If there was no injury, the response would be

normal, but when there is a break in the skin, anything

that touches it will cause far more irritation than when theskin was not broken. The disproportionate reactions will

be in the form of

o Outright rejection of the idea

o Ridiculing the idea, and even personal targeting

o Opposition to any moves by you

When you see others wanting to join you

There is no power like the power of an idea whose time

has come. Often, when you stand up and speak about

something, and there is rejection, ridicule and opposition,

you might find that it strikes a different chord among


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other people like you. They understand what you are

saying, and begin talking to you about how they feel you

are doing things that they wish they could do. And then,

you find that you have allies! You have made your case

strongly enough for others to see your point, and they

begin saying the same thing. Sometimes, it is gratifying to

know that one now has company. Many times, people

begin saying things on the same issue not because they

care about it deeply, but because you have made it

fashionable, and now there is money from funding

agencies to do such work.

When you begin to see the changes you desired for

This is the most gratifying part about advocacy and

perhaps the most annoying one too. Gratifying, because

you know that you worked for it, and that it is finally

happening. Annoying, because an advocate can never

take complete credit for the change, and many times, not

even recognized for the role that he or she has played and

especially when they are the celebrities.

I.1.5 CELEBRITIES IN ADVOCACY ADVERTISEMENTS

Celebrity endorsement is currently the primary means by which

the major charities market themselves. Indeed, most have

dedicated employees with the title of celebrity coordinator and

the people they pull in often do good work from the most noble of

motivations. However, because such work is no longer optional for


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the ambitious celebrity, you don't have to dig far to come across

horror stories, like the one about the charity which formed a high-

profile association with a major league pop singer only to find that

he was unreachable whenever he had no product to promote.

And celebrities, at least, are more photogenic and media-friendly

than most other people. "If they are involved in some charity,"

then people want to be involved in it, too, want to be part of that

club, to echo that kind of lifestyle. So charity is then not about

rattling tins and grubbiness and shots of famine and stuff like

that, which people will turn the page on.

Theory and practice suggests, that the use of stars and their

unleashing power in advertising generate a lot of publicity and

attention from the public but the underline questions are, do

these stars really help a cause in its awareness? On the other

hand, can they really have an Impact on the person's life, thereby

changing their attitude and behavior?

Celebrities have long endorsed products, and now many are using

their fame to promote issues and causes. Shortly after becoming

household names, many actors, singers and athletes establish

charitable foundations in their names. They use their star power

to increase public awareness of everything from diseases to

political issues.

People repose their faith on celebrities like film stars, high-profile

singers, political personalities, sportspersons and TV personalities

due to their trustworthiness, image, credibility, charm, charisma

and experience. Hence, when such persons engage or appear in


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social, commercial or political marketing campaigns or events

(whether it is a politicians election campaign, or a social cause

like fundraising campaigns for the benefit of AIDS or cancer

victims across the globe), they mobilize public support on a larger

scale. Celebrities can create positive attitudes and instant

credibility. An important aspect to be kept in mind by the

organizers is that, there should be a correct fit between the

celebrity and the promoted theme. There are instances where the

image of the personality (the impression in the minds of the

public) was at variance with the causes or campaigns theme. In

such cases, the celebritys involvement would not yield any useful

purpose.

Despite such negatives, celebrity endorsement is one of the major

sources used by various agencies, for a host of different purposes

in social and political contexts. The efficacy of this medium is

different in different situations.

Despite all other things an advocacy advertisement appears to

be, in the eyes of the society, only if the celebrity in the

advertisement appeals worthy to the cause or issue he or she is

advertising for. So choosing the right celebrity for the right

advertisement is totally important and broadly on following basis.

Weigh up how much value they're likely to add to your cause

against the possibility that their involvement could be more

trouble than it's worth.


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Your celebrity needs to be someone who the public trust,

who is in the public eye and has a good reputation.

Think about the level of commitment you require from them,

and how much time they will have (big stars will be a no-no

if you need someone on a regular basis).

Don't choose someone who spreads themselves too thin.

Savvy stars associate themselves with one major issue or

brand.

Newsworthy people can be a good alternative to top celebs,

especially if its a local charity or it only needs someone for a

limited period.

Be sure your celeb is appropriate to represent the

organization in question and has a genuine interest in that

work.

Find out if they've personal experience that's relevant to the

work and whether they would be willing to talk about it. This

is often a great way to sell a wider issue.

If one is not sure about a celeb's reputation or reliability,

talking to journalists and others in the know is the best

option to enquire.

Once the celebrity is chosen, approach their public relations

team rather than their agent. Max Clifford, an English

publicist argues that agents are only interested in money,whereas PR people are more likely to be sympathetic to

charity requests because they understand the positive

impact charity work could have on their client's image.


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I.2 OBJECTIVES

After a prolonged exposure with celebrities, in a reality show and

working with a reputed event management brand, personal

training under two known personalities, my assignment served as

a medium for me to extend my insight into a very common yet

complex idea of using celebrities in advocacy advertisement,

considering their personal enigma and positive impact on general

audience at large. Specifically, my research satiates the effect of

celebrities on peoples attitude and behavior towards a cause, the

message delivery and the brand recalling that is aided through

the celebrity status of the personality chosen.


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CHAPTER II

RESEARCH DESIGN AND METHODS

II.1 RESEARCH METHODOLOGY

Population: The population of study consists of students, youth,

working and non working ageing between 20 40 years.


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Sample: A sample of present day study comprised 100 people.

The sample of study was selected through random sampling

method.

Tools for data collection: The research tool for data collection

was through a Questionnaire.

Validity and reliability : The questionnaires were shown to the

research faculty of Jagannath International Management Schoolto check the content validity, nature of statements, and system

suggestions given by experts.

Collection of data: Data were collected in the month of

February from 100 people.

II.2 HYPOTHESIS

POSITIVE EFFECT OF CELEBRITY ADVOCATING

ADVERTISEMENTS

Keeping in mind the nature of Indian audience, in accordance withthe fact that in India celebrities are considered next to god with

heavy fan following and trend adaptations, my hypothesis for the

research is that in maximum cases, on an average about 98% of

Celebrity Advocating Advertisements generate much more hype,

acceptance, lends credibility and many other things to boast of,


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making celebrities the obvious choice for advocacy

advertisements. In India, celebrities from Bollywood are the top

priority followed by sport stars, business tycoons, young leaders

and then others.

II.3 RESEARCH DESIGN

A Descriptive Research with an in-depth study and observation

of trends in celebrity brand endorsements and Advocacy

Advertisements.

The exploratory approach attempts to discover general

information about topic. Gaining insight on the impact of celebrity

appearance is the primary goal.

The choice of Research design is descriptive due to time

constraints as this is the most flexible.

II.4 TARGET AUDIENCE

Varied audiences of people aged between 15 to 45 years have

been the major target audience.

Today mostly everybody is affected by our society and its social

needs, a large number of population now understands the need ofsocial change, thus for my research I chose people of both

gender ageing between 15 45 years to get a diverse and wide

overview.


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II.5 DATA COLLECTION

In dealing with a real life problem it is often found that data at

hand are inadequate, and hence, it becomes necessary to collect

data that are appropriate. There are several ways of collecting the

appropriate data which is considered in context of costs, time

and other resources at the disposal of the researcher.

I collected the primary data through survey, books, internet and

discussions with the wos who of the industry.

My survey comprised of a Questionnaire- The designed

questionnaire were filled by the respondents during and ongoing

mall and canter promotion. The questionnaires were also mailed

to a varied audience ranging from associated offices, educational

institutes etc.


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CHAPTER III

REVIEW OF LITERATURE

III.1 Early Celebrity and Brand Associations

The crescendo of celebrities endorsing brands has been steadily

increasing over the past 20 years or so. Marketers overtly

acknowledge the power of celebrities in influencing buyer's


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purchase decision. They have firm believe that likeability or a

favorable attitude towards a brand is created by the use of a

celebrity. The crore of rupees spent per year on celebrity

endorsement contracts show that celebrities like Amitabh

Bachchan, Shahrukh Khan and Sanya Mirza play an important role

for the advertising industry. It is an established fact that celebrity

endorsement can bestow unique features or special attributes

upon a product that it may have lacked otherwise.

In India from late 1970's and early 80's the new trend in

advertising started. Brands started being endorsed by celebrities.Hindi film and TV stars as well as sportspersons were roped in to

endorse prominent brands. Advertisements featuring stars like

Late Jalal Agha for Pan Parag, Tabassum for Prestige cookers,

Sunil Gavaskar for Dinesh Suiting, Ravi Shastri and Vivian

Richards for Vimal, Persis Khambhata and Kapil Dev for Palmolive

Shaving cream became common. And so after that celebrities

also started inducing people towards a social cause through

advocacy advertisements.

I have tried to jot down a few recent examples of advocacy

advertisements done by both Bollywood and Hollywood celebrities

aiming towards a cause or concern :


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III.2 CASE STUDIES

AISHWARYA RAI PROMOTES EYE DONATION

Aishwarya Rai was showered with publicity for her philanthropic

gesture, having pledged to donate her beautiful blue eyes to an

EBAI and endorsing it on national television. EBAI went to

Aishwarya Rai for nationwide advertisement campaign to promote

eye donations. So Aishwarya Rai promotes eye Donation message

as the brand ambassador. Give blind person vision by donating

your eyes. EBAI- Eye Bank Association of India is focused on

encouraging eye donations. It has a membership of eye banks,

eye care professionals - Ophthalmologists and corporate

organizations from all over India. EBAI is a non- Government

organization whose head quarter is at Hyderabad and has

involved many celebrities time and over.


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THE GREENATHON

Taking forward its 'Open up Tomorrow, Today' campaign to save

our planet, NDTV supported by Toyota, carried out THE

GREENATHON- urging Indian citizens to take a pledge towards a

greener tomorrow. The Greenathon, powered by Wizcraft started

across the NDTV network on the 7th of February 2009 at 7pm.

The programming showcased a series of on-the-ground activities

such as round-the-clock clean up drives in Mumbai city and

Yamuna Ghats in Delhi; a 24-hour marathon run by Milind Soman;

a musical extravaganza by renowned Bollywood stars and

simultaneous green activities taking place across the country. The

campaign aimed to raise funds for TERI's 'Light a Billion Lives'

project and will provide light through solar power to villages

across India, that would otherwise have been without electricity

for a decade or more. The funds raised during The Greenathon

will go directly to TERI (The Energy and Resources Institute).


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AMITABH BACHCHAN ON POLIO CAMPAIGN

Matinee star Amitabh Bachchan is proving to be the most

successful ambassador yet, for the drive to eradicate polio, the

crippling disease that affects children under five. Every polio

immunization drive sees parents all over India trudging to the

nearest booth to give their child the two drops of the vaccine that

helps in immunizing against the disease for which there is no

cure. And most of them said they had been convinced by

Bachchan's exhorting them to do so, on TV spots and radio

commercials. "In as many as 70 percent of the cases of people

who come to the polio booths, the respondents admitted that

Amitabh Bachchan had been the prime motivation in them

bringing their children for immunization," said Brent Burkholder,

WHOs regional advisor. "Besides the problem of resistance (due

to ignorance and religious beliefs), logistics is the bigger issue in

India. Of the estimated 165 million children targeted, around 95

percent were reached in the last round, said Burkholder. In

recent years, the highest number of cases in India was in 2002,when the numbers soared to 1,600, with the majority of cases in


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Uttar Pradesh and Bihar.

AAMIR KHANS ATITHI DEVO BHAVA

Incredible India is a site which promotes tourism in India. It also

spreads awareness to preserve the places of heritage and also

how to behave with foreign tourists. The recent Atithi Devo Bhava

campaign was started by the government for various reasons; It is

a nationwide campaign that aims at sensitizing key stakeholders

towards tourists, through a process of training and orientation.

The endeavor is to boost tourism in India, which in turn would act

as a catalyst for Indias economic growth. To launch a national

level initiative that works at many levels to address all these

issues.


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Atithi Devo Bhava aims at creating awareness about the effects of

tourism and sensitizing people about preservation of our rich

heritage & culture, cleanliness and warm hospitality. For this act

they selected Aamir Khan the perfectionist, for his national

acceptance status and respect, he does the Atithi Devo Bhava act

for Incredible India.

LEONARDO DE CAPRIO for DONT VOTE

LEONARDO DE CAPRIO made a surprise appearance on

comedienne ELLEN De GENERES' talk show in the October of 2008

when he showed off his new public service announcement (PSA)

aimed at young U.S. voters. DeGeneres agreed to be one of the

talking heads urging America's youth to hit the polls in November

(2008) and vote for a new president, and De Caprio, the force

behind the new campaign, turned up to hand deliver the PSA to

her on her TV show.


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The Titanic star invited a host of celebrity pals to his Hollywood

home, where the PSA was shot, to speak their mind about the

importance of voting. He told DeGeneres, "Forest Whitaker, Tobey

Maguire, will.i.am and myself were talking about how soon the

voter registration deadline is and it's only days away and, with 35

states in our country, the deadline is October 6th - that's this

Monday... so we really wanted to do a PSA to really encourage

people to get out there. "This is one of the most important

elections of our lifetime and we really need to tell everyone we

know to get out and register. "We have this campaign that's, 'Tell

five of your friends,' so if you go online, at least send it to five

friends and it's gonna spread like wildfire."

AAMIR KHAN FOR COCA COLA

In the world of Coca-Cola, the highly jagged pesticide controversy

on a globally-renowned soft drink major was a strange story.Until now that is.

In India, Coke was literally salvaged by aggressive celebrity

advocacy with Aamir Khan, an actor with as much mass appeal as

niche repute.


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Known for being acutely selective about his roles, his films and his

productions, Khan is also someone who enjoys a tremendous fan-

base, both in India and amongst Indians abroad.

It was therefore, a no-brainer to see him redeem the goliath

brands image when he appeared in a television commercial not

so long ago, endorsing, seriously, Cokes toted security standards.

Being an actor above the socially responsible do-gooder citizen,

his was a testimonial that the companys stakeholders would have

considered infallible.

Reportedly due to aggressive refusals and stories, sales

plummeted and the brand image of coke took a beating. In

Kerala, coke was banned.

Instead of being the friendly neighborhood offering that at one

point became more affordable than locally brewed coolers, Cokewas being viewed as the firangi usurper that trifled with a

formidable consumer base and did nothing to appease it.

Its more aggressive tactic of conducting tests and showing

results comparable to European standards too, had hardly any

takers, for consumers considered it mere technical mumbo-

jumbo.

Little did they know that a couple of minutes worth ad-spot would

do the trick. While celebrity endorsement has been a dreamsolution for advertisers, especially in India where zealous fans are

held captive by very few heroes; Aamir Khans engrafting, as it

were, into the coke situation has become the stuff that

newsreels are oft times made of- advocacy.

In a significantly emerging, dominant market, Cokes strategy to

have Khan defend it and go the extra bit by gulping a bottle of the

beverage fearlessly on TV, posters and kiosks seems to have paid

off in more ways than one.


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AMITABH BACHCHAN FOR PURITY SEALEDCADBURY

Cadbury India Ltd, after facing the worm controversy, has nowannounced a new purity sealed packaging for Cadbury Dairy Milk

to win the trust of its lost customers. Cadbury had roped inAmitabh Bachchan as its brand ambassador right at that moment.His maturity, credibility, reliance and emphatic personality helpedCadbury to revive its lost customers.Bachchan has promoted and endorsed Cadbury chocolates for 2years now and it seems to be a sweet journey indeed.


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CELEBRITIES FOR PETA


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CHAPTER IV

RESULTS AND DISCUSSIONS

IV.1 DATA ANALYSIS


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The data collected through survey and questionnaire was

tabulated, analyzed, arranged and is now depicted through graph

charts which are designed on the grounds of the questions(see

Questionnaire in Annexure) asked.

IV.2 PICTORAL REPRESENTATION

Representation of Data through bar graphs:

(Data presentation in percentage of people, one percent = one

person )

1. Do you see television advertisements?

2. Do you believe in working for a social cause?


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3. Do you think advertisements about advocacy

helps our society in creating awareness?

4. Do you think celebrities advertising for a cause helps inchanging the attitude and behavior of society towards that

cause?


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5. Do you think that after viewing advocacyadvertisements people adopt and implement the neededfactors shown, in their life?

6. Have you ever changed your attitude after watchingany advocacy advertisement?


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7. Do you think that Advocacy advertisement involvingcelebrities are more convincing than others?

8. Do you think people watch these advertisements justbecause of the celebrities or actually for the message being

delivered?


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9. Do you think that celebrities in advocacy ads are just

for publicity?

10. Do you really follow the message given in

advocacy advertisement ?


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11. Do you feel the need of celebrities in advocacyadvertisement ?

12. Do you remember any advocacy advertisement ?


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IV.3 FACTS AND FINDING S

After carrying out pictorial descriptions, it was clear, that about

75 % of people are of the belief that a celebritys involvement in

an advocacy advertisement leaves a greater impact on society

and minds of the aam janta in spreading awareness and inducing

them to work towards that particular cause or concern. And after

viewing these advertisements about 80% of population had a

slight change in their attitude and behavior towards that

message, cause and they remember these advertisements.

From the findings of the last question, the fact that the more

famous the celebrity the better the brand recall is emphatic. As

the survey shows that a higher percentage of people knew about

the Amitabh Bachchan or Aishwarya Rai advertisements other

than more powerful but less celebrity endorsed. And an 8 percent

of people didnt remember any advocacy advertisement.


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CHAPTER V

CONCLUSION


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At the end of my research I have arrived to the conclusion that

celebrities involved in advocacy advertisements induces and

influences people towards a cause or issue and they have a

positive impact on the society. Celebrities are widely-known and

accepted personalities who command respect and admiration

from the masses. They enjoy the attention of the media and the

public by virtue of their achievement, charisma, image and

charm. Earlier, celebrity endorsements were used by marketers to

promote new products or when entering new markets. In the

present times, celebrity endorsement has been used for politics,

sports, social, economic and other NGO-related activities, apart

from the business-oriented advertising and other promotions.

Celebrities are film stars, political personalities, sportspersons, TV

personalities etc. People repose their faith in these personalities,

due to their trustworthiness, image, credibility and experience.

Hence, when such persons engage or appear in social,

commercial or political marketing campaigns or events, they

attract a larger audience who would willingly volunteer and

participate in those campaigns and contribute and follow the

footsteps of their favorite celebrities. And thats the main reason,

as celebrities are held in a high esteem by the audience, they can

influence the publics opinion on the cause that they promote

heavily. They can create positive attitudes, instant credibility andconvince the audience, whether it is a politicians election

campaign, or a social cause like fundraising campaigns. Celebrity

endorsements have several advantages like creating awareness

and credibility for the cause/event and emotionally associating

the public for their involvement. But, one important aspect to be


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kept in mind is that, there should exist a correct fit between the

celebrity and the promoted theme, issue or cause. There are

instances, where, the image of the personality (the impression in

the minds of the public) was at variance with the cause or the

campaigns theme. In such cases, the celebritys involvement

would not yield any useful purpose.

It has been proved from the research that celebrity advocacy

advertisement are a powerful and useful tool that magnifies the

effect of a campaign but the word of caution to be followed

seriously; celebrities alone do not guarantee success nor does agreat campaign. It is the combination of several factors and

elements that work together for the success and its acceptance in

the minds of the people of the society.


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BIBILIOGRAPHY

1.Research and Methodology/C. R. Kothari/ New AgeInternational

2. Dictionary of Mass Communication & Media Research/DavidDemers/ Marquette Books

LLC

WEBILIOGRAPHY

1. http://www.wpas-rights.org/What%20is

%20Advocacy/what_advocacy.htm

2. http://wiki.answers.com/Q/What_is_the_meaning_of_advocac

y_advertising&src=ansTT

3. www.businessdictionary.com

4. http://www.youtube.com/watch?v=gEvmwNoMYEg

5. http://www.guardian.co.uk/theobserver/2002/jan/27/life1.life

magazine2

6. http://www.alertnet.org/thefacts/reliefresources/1143211278

84.htm


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ANNEXURE

QUESTIONNAIRE

Name : Occupation :

Age : Gender : M F

City :

1. Do you see television advertisements ?

Yes No

2. Do you believe in working for a social cause ?

Yes No

3. Do you think advertisements about advocacy helps our society in creatingawareness ?

Yes No

4. Do you think celebrities advertising for a cause helps in changing theattitude and


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behaviour of society towards that cause ?

Yes No

5. Do you think that after viewing advocacy advertisements people adoptsand implements

the needed factors shown in their life ?

Yes No

13. Have you ever changed your attitude after watching any advocacyadvertisement ?

Yes No

7. Do you think that Advocacy ad involving celebrities are more convincingthan others ?

Yes No

8. Do you think people watch these advertisements just because of thecelebrities or actually

for the message being given ?

Yes No (spcify for _______________________ )

9. Do you think that celebrities in advocacy ads are just for publicity nothingmore than that ?

Yes No

10. Do you feel the need of celebrities in advocacy advertisement ?

Yes No


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11. Do you really follow the message given in advocacy advertisement ?

Yes No

12. Do you remember any advocacy advertisement ?

please specify , ___________________________________________________

__________________________________________________________________

Documents

Celebrity advocacy in journalism