This essay will examine on behalf of a blue chip company, who is considering a potential business contract. It will examine the prevalence of celebrity endorsements in the UK and how advertising continues to increase, furthermore we will examine the main reasons for this increase and what the advantages and disadvantages that the company faces when using celebrities as endorsers. Should the company wish to use celebrities as endorsers we will examine the type of celebrity they should recruit and what is more important the source of attractiveness or source of credibility. A celebrity endorser is someone who gives the consumers their opinion about a product. People have always seen and taken celebrities as their role models and aspire to be like them. If that celebrity endorses a product it provokes consumers to use that product because the celebrities are using them. General research has also showed that celebrities are more effective in endorsing products than other types of endorsers.