Celebrity Endorsements in U.S. and Thai Magazines: A Content Analysis Comparative Assessment Victoria A. Seitz Nabil Razzouk Sudawadee Eamsobhan SUMMARY. Celebrity endorsements have become a prevalent form of advertising. Hence, the purpose of the study was to determine the rela- tionship between the use of celebrities and the types of products endorsed. Advertisements from one popular magazine in the U.S. and 2 popular mag- azines in Thailand were used. Results indicated that U.S. advertisements of beauty, dietary and health services, hospitals, and weight loss clinics cat- egories utilized celebrity endorsements more often than other categories. In Thai advertisements, supplementary foods and medicines used celebrity endorsers more often than other categories. Results further support that a significant relationship exits between celebrity endorsers and product types. KEYWORDS. Advertising, celebrity endorsements, globalization, inter- national marketing, magazine advertising, Thailand Victoria Seitz (PhD, Oklahoma State University) is a Professor of Market- ing, California State University, San Bernardino, 5500 University Parkway, San Bernardino, CA 92407-2397, USA (E-mail: vseitz@csusb.edu). Nabil Razzouk (PhD, Arizona State University) is a Professor of Market- ing, California State University, San Bernardino, 5500 University Parkway, San Bernardino, CA 92407-2397, USA (E-mail: nabil@razzouks.com). Sudawadee Eamsobhana (MBA, California State University, San Bernardino) is a graduate student at California State University, San Bernardino. Journal of Promotion Management, Vol. 13(3–4), 2007 Available online at http://www.haworthpress.com C  2007 by The Haworth Press. All rights reserved. doi: 10.1080/10496490802308513 383