Celebrity Endorsement
Some products are advertised by a certain celebrity who is popular with the target audience of the product. That celebrity soon becomes an icon for that particular product and is used in all their other adverts. Celebrity endorsement makes the audience believe that the product will give them characteristics of the celebrity and make them more like the celebrity.
The l'oreal advert uses Cheryl Cole to advertise the hair product by making the audience believe they will have hair like Cheryl Cole if they use L'oreal.
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