Celebrity endorsements are not just getting someone well known to tell you about a thing so you trust it. They’re also a power play—this company is so important they can make high-profile celebrities say what they want. It establishes credibility in an odd second-order way.
- Similarly good taste is an intuition of power
- Imitating high-status people doesn’t work (you can’t imitate a celebrity and expect to get paid for endorsements)