Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process
批评了名人代言的来源可信度和吸引力模型，提出意义转移模型，认为名人代言效果源于其承载的文化意义，并阐述了意义从名人到产品再到消费者的转移过程。
This article offers a new approach to celebrity endorsement. Previous explanations, especially the source credibility and source attractiveness models are criticized, and an alternative meaning transfer model is proposed. According to this model, celebrities' effectiveness as endorsers stems from the cultural meanings with which they are endowed. The model shows how meanings pass from celebrity to product and from product to consumer. The implications of this model for our understanding of the consumer society are considered. Research avenues suggested by the model are also discussed. Copyright 1989 by the University of Chicago.