Retail Politics
Among the various celebrity-endorsed items being advertised inside Madison Square Garden on a recent Sunday afternoon were the following:
one candidate for president of the United StatesBill Bradley, endorsed by some two dozen retired basketball legends, four
Hollywood actors, one tempestuous former tennis star, and one R&B singer.
Surely John Sweeney's recommendation of a presidential candidate carries more weight than Dr. J's. After all, does Jim Palmer's low ERA really make him a reliable guide to home mortgages?
Well, yesat least according to the associative logic that drives this country's multimillion-dollar celebrity-endorsement industry. If Pete Sampras shills for Pizza Hut, then their pizza must be the best. And if a champion athlete is possessed of certain ineffable qualitiesgrit, say, or sportsmanshipand that athlete happens to speak fondly of a certain Lean Mean Fat-Grilling Machine, then the Lean Mean Fat-Grilling Machine must also be imbued with the fat-grilling equivalent of grit and sportsmanship.
If we pick our presidents in much the same way that we pick our underwear, then Michael Jordan's preference for Bill Bradley is precisely as relevant as his preference for Hanes.
Source: Nicholas Confessore, The American Prospect, December 20, 1999, pp. 24-5.