Fame. Game?

Nowadays, there is a tendency using celebrities for advertising certain products. 

This is a very powerful advertising method, which aims to ensure that characteristics of a chosen celebrity relate to the characteristics of the brand. I will start from Adidas that pays a lot of money to David Beckham to advertise its products. To my mind, David is that type of the man that every man wants to become- he is very successful, handsome and famous, his wife is a superstar and this list can go on and on. Who doesn’t want to be like him? However the main factor is that he is a really good football player with a history. He has been playing professional football for 19 years and certainly he knows what sport brand to choose and he chooses Adidas and that what makes people to choose Adidas too. 

The same situation is on every market; even photography industry couldn’t resist using celebrities to advertise their products. For example, Ashton Kutcher for Nikon and Avril Lavigne for Canon. However there’s a question that pops out in my mind- how do they relate to photography? Why these big brands like Canon and Nikon don’t use famous photographers like Steve McCurry for their ads? I suppose that they try to target ordinary people, which probably don’t know who Steve McCurry is. They don’t need to target professionals, because these professionals already know what camera they want to use and a pretty face of a certain celebrity won't help us (professionals) to make up our mind.   

  

Manufacturers use celebrities as walking billboards…

________________
Adidas. (2012) Available at: http://www.adidas.co.uk (Accessed: 13 February 2012)
Images: 
Adidas. (no year found) David Beckham for Adidas [Advertisement]. Available at: https://www.google.com/search?q=david+beckham+for+adidas&oe=utf-8&rls=org.mozilla:en-US:official&client=firefox-a&um=1&ie=UTF-8&hl=en&tbm=isch&source=og&sa=N&tab=wi&ei=d4J7T_KOLY6q8AOO5bHQCA&biw=1173&bih=602&sei=eoJ7T4rwAs7p8QPXspDXCA (Accessed: 13 February 2012)

Nikon. (no year found) Ashton Kutcher for Nikon [Advertisement]. Available at: https://www.google.com/search?q=david+beckham+for+adidas&oe=utf-8&rls=org.mozilla:en-US:official&client=firefox-a&um=1&ie=UTF-8&hl=en&tbm=isch&source=og&sa=N&tab=wi&ei=d4J7T_KOLY6q8AOO5bHQCA&biw=1173&bih=602&sei=eoJ7T4rwAs7p8QPXspDXCA#um=1&hl=en&client=firefox-a&rls=org.mozilla:en-US%3Aofficial&tbm=isch&sa=1&q=ashton+kutcher+for+nikon+&oq=ashton+kutcher+for+nikon+&aq=f&aqi=&aql=&gs_l=img.3...134907l139796l0l140117l25l25l0l13l13l0l382l1596l5j6j0j1l12l0.frgbld.&pbx=1&bav=on.2,or.r_gc.r_pw.r_qf.,cf.osb&fp=4e70c6fd3d9a4019&biw=1173&bih=602 (Accessed: 13 February 2012)