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Even though in Japan they do not strictly follow the rule of ‘match-up’, I strongly believe that a match-up is needed to make an advertisement successful. Commercials, advertisements and endorsements where the celebrity has got absolutely nothing to do with the product is for me a no go. And in that match-up, according to me the most important aspect is credibility. I am not the first one to go and buy a product once a celebrity tells me to do so, but I could slightly get more interested in the brand if I notice a strong credibility in the ad.

After reading several studies, information and documents I can conclude that the use of celebrities, when respecting the two dimensions I discussed in the paper, could have a very positive impact on the brand and the reputation of the company.

I know I am supposed to thank in the beginning, but I have decided to do it know. I rather want the teacher to read my paper, so she could notice for herself what I am capable of, before I thank her for the support and counseling throughout the school year.