INTRODUCTION According to the Economic Times, advertising is a way to communicate with users of a specific product or service. In a simpler way, advertising is a message that has been paid for with the intention of informing and influencing those who receive it. Nowadays, advertising exists in many forms virtually everywhere, whether through print, broadcast, or online. Today in the world there is no company that does not have marketing activities that involve advertising. The main purpose of an advertisement is to sell a product or service to potential customers. However, there are also hidden agendas behind such ads. One of these is to preserve the image of the company that produces the advertising and prevent new competitions from taking over the company's monopoly. In addition to this, advertising also has the task of informing customers about changes in the advertised product or service and at the same time ensuring that the customer will still purchase the product or service despite the changes made. the most effective way to promote the brand of a product or service is through endorsement. Marketers use advocates to promote their brand as it is reachable by many and the level of influence of people who become customers of the brand is most likely to be high. THE ROLE OF ENDORSEMENTS IN ADVERTISING Endorsement is a form of advertising of a particular product or service where famous people or celebrities who gain high recognition among the people are used to promote the product or service. The images of these testimonials are the influence that will push customers to buy. The reason behind these guys... middle of paper... The actual celebrity endorsers that were chosen are Emma Stone for Revlon and 50 Cent for VitaminWater. The first celebrity endorser who is Emma Stone is an actress who is achieving the status of one of the famous female stars in Hollywood today. Her collaboration with Revlon, a well-known cosmetics brand, began in 2012. Her endorsement for Revlon mainly concerns its lipstick collection. Being the best dressed for Vanity Fair magazine and one of the most beautiful of 2013 for Peoples magazine, Emma is considered one of the best ambassadors suitable for the brand in terms of attractiveness, competence and reliability. In the aspect of attractiveness, Emma is the right face for Revlon as she is a familiar face to everyone and is one of the popular young actresses which makes her eligible to become Revlon's spokesperson.