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"The celebrity world is one of the most potent sources of cultural meaning at the disposal of the marketing system and the individual consumer". Whether doing what they are best at, or shifting into other domains structurally related to the expertise that they have developed to become famous, celebrities are clearly important intermediaries in the channelling of meanings from one sphere of culture to another, as well as ? crucially ? from the economy to culture and back again. It is the use of celebrity endorsements in advertising that integrates celebrities as people, the products that they pitch, and the corporate institutions on whose behalves they act, into the name economy...
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