Celebrities and Big Business

For most of us living in the developed world, we cannot, it seems turn a corner without seeing a new celebrity endorsement.
The total saturation that we are seeing, was i beleive inevitable. With our growing fascination for celebrities and celebrity culture, we are becoming more and more aware of what celebrities can do for big businesses.
However, it is a process of give and take, for the time they give to endorse said businesses, the celebrities are heavily rewarded. Usually with million dollar contracts and free samples of the products they are putting their face to.
It is a very lucrative partnership, as both parties tend to come off very well. "Consumers response to celebrity endorsements in advertising, show that celebrities make advertisments believable."(Kamins et al:1989)