CELEBRITY NECROMARKETING: NONLIVING CELEBRITIES IN MEDIA COMMUNICATION
Journal Title: Marketing Identity - Year 2015, Vol 3, Issue 1
Abstract
The following scientific paper focuses on necromarketing considered to be a special type of marketing communication using death theme applied in its specific form. Authors primarily draw their attention to the phenomenon of using nonliving celebrities, so called delebrities that can be applied in a vast group of media as well as marketing discourses including media communication. The submitted text states various examples of using delebrities in advertising practice. In the background of current scientific conceptions on celebrity support functioning among those are mainly so called source models but also widely conceived synthetic models such as No Tears and Tears demonstrate the advantages and disadvantages resulting from using nonliving celebrities in media communication.
Authors and Affiliations
Peter Mikuláš, Łukasz P. Wojciechowski
Keywords
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