INTRODUCTIONAccording to the Economic Times, advertising is a means of communicating with users of a specific product or service. In a simpler way, advertising is a message that has been paid for with the aim of informing and influencing those who receive it. Nowadays, advertisements exist in many forms everywhere, whether in print and broadcast as well as online. There is no company in the world today that does not carry out marketing activities involving advertisements. The basic purpose of an advertisement is to sell a product or service to potential customers. However, these advertisements also hide hidden objectives. One of them is to maintain the image of the company that produces the advertising and to prohibit new competition to take the company's monopoly. In addition to this, advertising also has the task of informing customers about changes in the advertised product or service while ensuring that the customer will still purchase the product or service despite the changes made. The most effective way to promote the brand of a product or service is through endorsements. Marketers use endorsers to promote their brand because it is accessible to a large number of people and the level of influence of people who are customers of the brand is likely to be high. THE ROLE OF ENDORSERS IN ADVERTISING Endorsement is a form of advertising for a certain product or service where famous personalities or celebrities who enjoy high recognition among the people are used to promote the product or service. The images of these endorsers are the influence that will drive customers to buy. The reason behind these types...... middle of paper...... The effective celebrities who have been chosen are Emma Stone for Revlon and 50 cents for VitaminWater. The first celebrity, Emma Stone, is an actress who is now reaching the status of one of the most popular female stars in Hollywood. Her partnership with Revlon, a well-known cosmetics brand, began in 2012. Her support for Revlon mainly concerns its lipstick collection. Being Vanity Fair Magazine's Best Dressed and Peoples Magazine's Most Beautiful of 2013, Emma is considered one of the best brand-fit endorsers in the concept of attractiveness, expertise and trustworthiness. , Emma is the right face for Revlon as she is a familiar face to everyone and is one of the popular young actresses which makes her eligible to be the endorser of Revlon..