14 DAY TRIAL // The Advertising Specialty Institute set out to prove that attractiveness can still sell products better than anything, and thus came up with a top 10 of the celebrities who make big bucks off their image.
The top 10 is featured in ASI’s Successful Promotions magazine, and includes stars one would expect like Jennifer Aniston and Lady Gaga, but also surprise “guests” like Mike “The Situation” Sorrentino of MTV’s Jersey Shore.
Regardless of how much we’d like to deceive ourselves that appearances don’t matter – or that they do to a very small degree – when it comes to selling a product, this is the first thing that advertisers keep in mind.
If there’s a chance that said good-looking celebrity also be willing to take off their clothes, the better because that’s sure money in the bank, ASI concludes.
Jennifer Aniston, despite her lackluster movie career as of late, remains one of the most marketable faces in the industry, currently fronting a campaign for her own fragrance and one for SmartWater.
Patrick Dempsey of “Gray’s Anatomy” is also known as Dr. McDreamy – and it’s not without good cause he got this moniker. He’s currently in ads for Versace, Serengeti, Unscripted and Avon, ASI informs.
“Mike ‘The Situation’ Sorrentino: The ab-fabulous Jersey Shore star charges $7,500 and up for an event appearance sure to attract the paparazzi,” the Successful Promotions mag says.
Singer Lady Gaga, aside from breaking music sales record after record, is also winning big in advertising, acting as creative director of Polaroid and endorsing Monster Cable, Virgin Mobile, and Viva Glam from MAC Cosmetics.
Up next are Cristiano Ronaldo and Megan Fox, both of whom have come to replace David and Victoria Beckham in the underwear and jeans campaigns for Armani.
“Isaiah Mustafa: Portrayed as ‘The Man Your Man Could Smell Like,’ the former NFL player helped Old Spice cologne become the number-one all-time most-viewed sponsored channel on YouTube,” the mag writes.
Sandra Bullock also rakes in the big bucks with advertising, aside from her success as an actress. She’s currently on contract with Artistry Creme LuXury.
Stunner Scarlett Johansson has two major endorsement deals in place right now, one for Dolce & Gabbana perfume and one for Moet & Chandon champagne, so she makes a lot off them.
Last but not least on the list comes Paris Hilton who, though derided by many, remains of the few celebs able to sell even trifles. “The hotel heiress lent her mug to campaigns for Guess and restaurant chain Carl’s Jr. and reportedly gets up to $500,000 for appearances,” the aforementioned magazine writes.
The morale of the story: good looks sell. But the willingness to show some skin sells even better.
“The right celebrity can help a business gain instant attention. Who hasn’t heard of the Jersey Shore gang? Sometimes all it takes is a single photo or one big celebrity to build a brand, capture a consumer’s imagination and sell millions of products,” Timothy M. Andrews, president and chief executive officer of ASI, says.