Vitafictional Advertising, Fictionality and Celebrity Branding

Stine Slot Grumsen, Louise Brix Jacobsen

Research output: Contribution to book/anthology/report/conference proceedingBook chapterResearchpeer-review


In a series of commercials from 2006 to 2018, George Clooney endorses
Nespresso by playing a fictionalised vainglorious, spoiled, and egocentric version of himself. This type of celebrity performance appears to be
a widespread phenomenon in contemporary media and culture. In this
chapter we introduce vitafiction as a theoretical framework well suited
for studying how identity is staged in this particular sub-genre of endorsement advertising that we name vitafictional advertising
Original languageEnglish
Title of host publicationExploring Fictionality : Conceptions, Test Cases, Discussions
EditorsCindie Aaen Maagaard, Daniel Schäbler, Marianne Wolff Lundholt
Number of pages33
PublisherSyddansk Universitetsforlag
Publication dateMay 2020
ISBN (Print)978-87-408-3223-5
Publication statusPublished - May 2020


  • Vitafiction
  • Advertising
  • Celebrity endorsement
  • Fictionality


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