Title: A study on the communication strategy of celebrity endorsement in Surrogate Advertising Download

Author’s : Gunjan Sharma/Dr. Neeraj Karan Singh

Date of Publication (ONLINE) :-03-10-2025
DOI :-10.71037/gyanvividha.v2i4.01

Online Publication Certificate No. :– GV/541

cite this article:
Sharma Gunjan/Singh Dr. Neeraj Karan. ”A study on the communication strategy of celebrity endorsement in Surrogate Advertising”, Published in GYANVIVIDHA, ISSN: 3048-4537(O) & 3049-2327 (P), Volume-2 | Issue- 2, July-Sept, 2025, Page No. :-01-08. URL:https://journal.gyanvividha.com/wp-content/uploads/2025/10/Gunjan-Sharma-Dr.-Neeraj-Karan-Singh-Gyanvividha-vol2-issue-3-Oct.-Dec.-2025-pp-01-08.pdf

Abstract :  This paper seeks to explore the tactics of surrogate advertising with a special emphasis on how celebrity endorsement is being used in marketing products whose direct marketing is legally prohibited. The study will begin with an analysis of the communication tactics of surrogate advertising pleads and will pinpoint the persuasion tactics, figurative metaphors, and brand-link association patterns needed to capture consumer interests and keep them hooked. It then goes into celebrity endorsements and how they help build the credibility, desirability and recall rates of surrogate brands and competency between celebrity image and brand positioning is also analyzed. In the end, the paper analyses some of the legal complaints and regulatory measures on celebrity-endorsed surrogate advertising to help evaluate the implications of brand strategy and ethical marketing. The results of this study are expected to give a full picture of how surrogate advertising works as a creative and legally sensitive tool in marketing, and provides information to those in the world of advertisement, policymakers, and pressure groups.

Keywords : surrogate advertising, prohibited product, celebrity endorsements.

Publication Details:

Journal : GYANVIVIDHA (ज्ञानविविधा)

ISSN : 3048-4537 (Online)

3049-2327 (Print)

Published In : Volume-2 | Issue-4, Oct.-Dec., 2025

Page Number(s) : 01-08

Publisher Name :

 Mrs Anubha Chaudhary | https://journal.gyanvividha.com | E-ISSN 3048-4537 | P-ISSN 3049-2327