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The State of Chuck Norris Is Strong, and Other Findings From a Celebrity Ad Index

Chuck Norris in 1985’s Missing in Action 2: The Beginning
Chuck Norris in 1985’s Missing in Action 2: The BeginningPhotograph by Cannon Films/Everett Collection

Hiring the wrong celebrity to represent your brand can be a costly mistake. Witness, for instance, all the recent acrimony surrounding Paula Deen and the brands that licensed her visage.

Over the past half-century, as the age of the celebrity has taken over American public life, a cottage industry has emerged to assist advertisers in their all-important search for the perfect face to slap on, say, the side of their honey-baked ham. Helping brands measure a celebrity’s value is a competitive field and one that continues to get increasingly specialized.