Abstract
Celebrity candidature is a novel application of the celebrity endorsement practice to the field
of political marketing. Modern politics is no stranger to the use of celebrities as
spokespeople, endorsers and supports of causes, candidates and campaigns. This paper argues
that the new high-water mark for celebrity endorsement of political marketing campaigns is
the celebrity turned political candidate. Using the case of Peter Garrett (media celebrity,
musician, political activist and ALP member for Kingsford Smith), the paper proposes a
multipart model of celebrity political marketing for further investigation
of political marketing. Modern politics is no stranger to the use of celebrities as
spokespeople, endorsers and supports of causes, candidates and campaigns. This paper argues
that the new high-water mark for celebrity endorsement of political marketing campaigns is
the celebrity turned political candidate. Using the case of Peter Garrett (media celebrity,
musician, political activist and ALP member for Kingsford Smith), the paper proposes a
multipart model of celebrity political marketing for further investigation
| Original language | English |
|---|---|
| Title of host publication | ANZMAC 2005: Broadening the Boundaries, conference proceedings |
| Editors | Sharon Purchase |
| Place of Publication | Fremantle |
| Publisher | Australian and New Zealand Marketing Academy (ANZMAC) |
| Pages | 115-122 |
| Edition | Peer Reviewed |
| ISBN (Print) | 064645546X |
| Publication status | Published - 2005 |
| Event | Australia and New Zealand Marketing Academy Conference 2005 - Fremantle Australia Duration: 1 Jan 2005 → … |
Conference
| Conference | Australia and New Zealand Marketing Academy Conference 2005 |
|---|---|
| Period | 1/01/05 → … |
| Other | December 5-7 2005 |