AMBIENTUM BIOETHICA BIOLOGIA CHEMIA DIGITALIA DRAMATICA EDUCATIO ARTIS GYMNAST. ENGINEERING EPHEMERIDES EUROPAEA GEOGRAPHIA GEOLOGIA HISTORIA HISTORIA ARTIUM INFORMATICA IURISPRUDENTIA MATHEMATICA MUSICA NEGOTIA OECONOMICA PHILOLOGIA PHILOSOPHIA PHYSICA POLITICA PSYCHOLOGIA-PAEDAGOGIA SOCIOLOGIA THEOLOGIA CATHOLICA THEOLOGIA CATHOLICA LATIN THEOLOGIA GR.-CATH. VARAD THEOLOGIA ORTHODOXA THEOLOGIA REF. TRANSYLVAN
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Authors: ERIKA KULCSÁR, JÁNOS LÁZÁR.
DOI: 10.24193/subbnegotia.2023.2.01
Published Online: 2023-07-31
Published Print: 2023-08-30
pp. 5-17
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The study of visual identity elements is a popular area for researchers as they can make a key contribution to the commercial success of a particular brand. Personas/characters, in turn, are one of the most important elements of visual identity, because through them the brand communicates to the target segment those values that define its (i.e. the brand’s) personality. Brad Pitt is an internationally known celebrity: a much discussed global phenomenon. However, investigations into the correlation between Brad Pitt’s professional life and celebrity endorsement represent a gap. This paper is based on the following main objectives: to identify (1) those traits, characteristics that define the actor Brad Pitt and (2) those aspects, values that can be captured in the advertising campaigns included in the analysis.
Keywords: Brad Pitt, celebrity endorsement, authenticity
JEL Classification: M31.
