In advertisements, public service announcements and propaganda, we often see the use of celebrities to try to sell us an idea or product. It is an age-old technique in the world of advertising and marketing. Whether or not it works effectively remains debated. This technique relies on the premise that people want to be like the celebrities. If the celebrities endorse a product then it must be good. This is the line of logic that follows.

This ad uses David Beckham to sell milk. The target audience is supposed to think: 'If David Beckham has a body like that and he drinks milk, then I will have a body like that if I drink milk too.' Unfortunatley, this argument is not actually valid.

The use of celebrities is closely connected to the use of testimonials in advertising.