1. In advertising, the use of personalities lending their support to the product or service, either by explicitly indicating that they approve of it, and/or implicitly by their mere presence. This persuasive strategy may operate through increasing source credibility or through meaning transfer. Endorsers include not only celebrities (celebrity endorsement) and experts but also typical users from the target audience with whom the consumer may be expected to identify, and anonymous models who are likely to be perceived as being aspirational. See also identification.
2. A ‘seal of approval’ for a product or service from some relevant third-party organization.