The Current Use of the Star System

Like I said in the last post, the Star System is a phenomenon which is very useful until today. Over time, the advertisers used to use it to create the identification between the public and the brand through the commercial, which is usually starred by an artist.

Then, with the advancement of technology, not only current artists could be used in the commercials, but also some artists of the Classic Cinema, for example, even though they’re dead. This, of course, can be made through the use of archival images and the use of the computer graphic. But, this isn’t a new practice, because since the 90’s there are some commercials in this “style”…

Now, I’ll show you some of these commercials:

– In 1997, there was a series of commercials of the Dirt Devil vacuum cleaner starred by the actor Fred Astaire (who died in 1987). Here is one of them:

– In 1998, Elvis Presley “appeared” in this Pizza Hut‘s commercial:

– Still in the 90’s, it was the turn of the actors Gene Kelly and Cary Grant starred the Coke Diet commercial beside the singer Paula Abdul:

– In 2006, the brand Gap launched a commercial with a scene of the movie “Funny Face” (1957) starred Audrey Hepburn:

– In 2011, the J’Adore perfum (by Dior) brought in its campaign a series of classic actresses: Marilyn MonroeGrace Kelly, Marlene Dietrich and Ava Gardner, beside the actress Charlize Theron:

– In the last year (2013), the Galaxy chocolate launched a fabulous campaign (yeah, this is my favorite!) starred by Audrey Hepburn, having as inspiration two of her movies – “Roman Holiday” (1953) and “Breakfast at Tiffany’s” (1961):

– This year (on March), the Bavaria launched its new commercial with several dead artists: Elvis Presley, Marilyn Monroe, John Lennon, Kurt Cobain, Bruce Lee and the rapper Tupac. All of them in a “current” version:

In conclusion, these are just some examples of this kind of advertisement, because there are a lot of other commercials with “dead artists”, what shows the importance and strength that the Star System had and keep having in the society, once that, even though dead, the artists maintain their influence on the public.


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