Celebrities embody a unique and very emblematic space in the capitalist system in which they are both human individuals and a brand name at the same time. They often endorse products and services they enjoy. Of course, one would be naive to assume that their enjoyment of these products and services and consequent endorsement is an organic process. Understanding the leveraging power of the celebrity status, corporations woo big name actors and musicians with thousands of dollars worth of sample gift baskets and free services, hoping the celebrity would tie their brand name with the corporation’s brand name.
The problem with this system, as is common with capitalism, is that in the majority of cases the celebrities don’t check the label, so to speak, and often endorse corporations which abuse the environment, animals and humans. As always, I’ll be tying this with the brand name that is no exception to capitalist brutality: Brand Israel.
Israel’s Tourism Industry and the American Celebrity
In May of this year a group of TV celebrities was brought to Israel via America’s Voices in Israel. The group included AnnaLynne McCord