Marilyn Monroe: Truth in Posthumous Endorsements

Marilyn Monroe is a sex symbol and icon of popular culture, which has an easily recognizable visual identity that is still used for endorsements five decades since her tragic death. While endorsements often rely on authenticity, this is contradicted by the fact that celebrities have a constructed image. How can Monroe be seen as authentic when her hair and name are not even in their original form? This paper examines this issuethrough a case study of the Monroe Chanel No5 advertisement. Applying semiotic analysis and Grant McCracken’s (1989) meaning transfer theory to the 2013 advertisement, it is evident they focus largely on the theme of ‘truth’ and selling her sex appeal. From this exploration, eight key factors that contribute to the successful use of iconic celebrities in posthumous endorsements are identified. This paper is significant to our understanding of icons and the role that celebrities play in the advertising industry.