Celebrity endorsement

Question

1. Does "celebrity endorsement" mean "to use a celebrity and his/her name and fame in order to advertise a product"?

2. Does the yellow sentence mean "but also raised the risk of the product losing its consumers because of being tied with the bad behaviours and notoriety of Warhol, exactly when this product was trying to become a cultural icon"?

Text:
Absolut Warhol was not only an (approved) appropriation of a Warhol painting and a form of celebrity endorsement, it also upped the ante by marrying the artist’s fame and notoriety to a brand that was already well on the way to becoming a cultural icon.

Anonymous · Accepted Answer

catttt1. Does "celebrity endorsement" mean "to use a celebrity and his/her name and fame in order to advertise a product"?

In the final analysis, yes. The celebrity endorses the product, he recommends it.

catttt2. Does the yellow sentence mean "but also raised the risk of the product losing its consumers because of being tied with the bad behaviours and notoriety of Warhol, exactly when this product was trying to become a cultural icon"?

No. "Notoriety" is not always pejorative. It is sometimes used instead of "notability" or "noteworthiness" or "fame" where those words are too clumsy or imprecise. I do not know exactly what the writer meant by "upped the ante" here. Perhaps there was something in the previous paragraph that would let that make more sense. To up the ante is to offer a greater challenge or put more at stake or make things more difficult.

Celebrity endorsement

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