First, this study examined the celebrity endorsement issues mostly over the newspaper advertisements, which is one of the traditional marketing communication tools. The Encyclopedia Britannica defines advertising, “as communication techniques and practices used to bring products, services, opinions, or causes to public notice for the purpose of persuading the public to respond in a certain way.” (Search, 2016). The gated community concept marketed with the promise of a privileged lifestyle is based on spatial boundaries that separate the inhabitants from the rest of the city. On the other hand, it was thought that it would be easier for an endorser who had been successful in the team he signed contract with or in another business he has done to persuade consumers and that consumer groups would take Rıdvan Dilmen’s word and would be interested in a housing project that he prefers. Manufacturers now, more than ever, use celebrities to advertise their products by making use of several media channels such as television, newspapers, magazines and online. Advertising agencies are constantly looking out to find different ways to make their products and or services sell better than the competition and that is where celebrity endorsement comes into the picture. In 30% of the advertisements examined within the scope of the research, celebrity endorsement was used and in recent years, a serious increase is observed in the number of advertisements where celebrity endorsement is used. In the advertisement of the housing project called Metropol-İstanbul, where the emphasis is made on the word modern as can be understood from its title, attractiveness trait of the worldwide famous singer Jenifer Lopez was exploited. In this regard, the objective of this article is to examine the celebrity endorsement strategy used to communicate brand image messages in housing advertisements. DISCLAIMER:All project works, files and documents posted on this website, projects.ng are the property/copyright of their respective owners. Other products produced by the company include; 7Up, Mirinda, Teem and Mountain Dew and Aqua Dana Table water” (“Seven-Up Bottling Company “, 2016). It was determined that 40% of 85 advertisements selected were commercial films and these have been accessed from web pages of the companies that produce houses marketed in these commercial films or from web sites where news on property are published. Spokesperson for the housing project “Metropol-İstanbul” was the worldwide known singer Jennifer Lopez. Celebrities used in advertisements are usually widely known and respected celebrities in cinema, music, sports and business world, and similar fields. According to this model, the attractiveness of the endorser plays a crucial role on the effectiveness of the message he delivers. Based on this definition, consumer behavior contains more than just trying to understand what items a consumer purchases. Expertise represents the knowledge, experience, or skills of the endorsers. Arvidsson [33] interprets this process as developing the product and consumer identity together and attributing material and symbolic values to the product so that the product is identified with the consumer. Accordingly, the brand becomes popular in the market and gains competitive advantage. As a result the celebrity endorser is the representative of the new identity that the consumer can use. Open Access is an initiative that aims to make scientific research freely available to all. 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