The investigators then compiled a list of all celebrity food/drink endorsements across all media between 2000 and 2017.
The result: 163 pop stars endorsed a total of 590 products during that 14-year period. About one-fifth (107 endorsements) were for food and non-alcoholic drinks, the study found.
Some of the biggest music stars were involved in these pitches. Katy Perry lent her fame to Pepsi and PopChips; Maroon 5 appeared in ads for Coca-Cola and Snapple; One Direction hyped Nabisco and Pepsi; and Justin Timberlake helped advertise Chili’s, McDonald’s and Pepsi.
Country music stars played their part, too: Carrie Underwood was featured in ads for Vitamin Water and Hershey's chocolate, while Blake Shelton appeared in ads for Pepsi and Pizza Hut.
The study authors said that four-fifths of the endorsed foods could be classified as unhealthy (or “nutrient poor”), while nearly three-quarters of the endorsed drinks were sugar-sweetened.
Full-calorie sodas were the most frequently hawked beverage, Bragg’s team reported.
“Companies like Coca-Cola have been using celebrities, especially professional athletes, to promote products since the early 1900s, so it’s not a new phenomenon,” said Bragg, who is assistant professor of population health at the NYU College of Global Public Health.
“Our study didn’t assess whether music celebrity endorsements of foods and beverages has been gaining steam over time,” she said. “But it’s estimated that many of these contracts are worth millions of dollars -- suggesting companies think celebrity endorsements are an incredibly valuable tool for promoting their products.”
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