Georgia Norsten

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Research Project

The Celebrity and The Brand: The Perfect Match

Bio

Hi, my name is Georgia Norsten and I am a fourth-year Professional Communications student. I have completed multiple internships in the field of public relations, and have a strong desire to enter that field upon graduation. I have always had an interest in how communication can have such a strong impact on the things we purchase and why we do it. I am excited to be able to share my final research project, as it pertains to marketing and public relations professionals.

Research Summary

This project examines the relationship between celebrities and the products or brands they endorse, a dynamic that is increasingly relevant in today’s celebrity-saturated media landscape. The study seeks to understand which traits are most commonly congruent in successful celebrity and brand endorsement campaigns. It investigates the common themes found in the way the celebrity and the brand portray themselves in the media as well as on social media. The research utilizes a multi-model content analysis approach to identify common themes in media portrayal to effectively analyze and compare common congruent themes and traits. 

Research Poster

A poster design with a white background and a large, central orange rectangle. The top has purple text 'I'm a smart shopper!', followed by bold black text on the orange background: 'NOBODY can tell ME what to BUY...'. Below this, in italic black, 'Well ...' is on the left and 'Except maybe ...' on the right, framing a prominent black diamond shape. Finishing the thought on the orange, in bold black, is 'FAMOUS people.' The main title in large purple letters is 'Celebrity and The Brand: The Perfect Match'. Further details in italic black text explain: 'An exploration of the relationship between celebrities and the brands they endorse. A professional communications capstone research project By Georgia Norsten.'

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