Endorsement
en-DORSS-ment
/ɪnˈdɔːrsmənt/
An act of giving one's public approval or support to someone or something.
In marketing, an endorsement often involves a celebrity or influential figure publicly recommending a product or service, leveraging their credibility or popularity.
The story behind the word. The word 'endorsement' comes from the Old French 'endosser,' meaning 'to put on the back.' This is derived from the Latin 'in-' (on) and 'dorsum' (back). It originally referred to writing one's signature on the back of a document, like a check, to transfer ownership. This sense of 'signing off' or 'giving approval' evolved into its modern meaning of public support.
Word relationships
- Support: Broader term, can be private or public.
- Approval: Often implies official sanction or permission.
- Recommendation: Can be informal, less about public backing.
- Condemnation: Strong disapproval.
- Rejection: Refusal to accept or support.
Word family
- endorse (verb): To declare one's public approval or support of.
- endorser (noun): A person who endorses something.
Collocations
- celebrity endorsement
- political endorsement
- public endorsement
- gain endorsement
- seek endorsement
Example sentences
- "The company paid a substantial sum for the celebrity's endorsement of their new line of athletic wear." A news report on celebrity marketing.
- "The former president's endorsement significantly boosted the candidate's chances in the primary election." A political analysis.
- "The bank requires an endorsement on the back of the check before it can be cashed." A legal document.
Memory hook
EN-DORSE-ment: Think of putting your signature 'ON the DORSal' (back) side of something to approve it. Sign on the back, approve.
When not to use
Do not use 'endorsement' for a simple statement of fact or a private recommendation; it implies public, often formal, support.
Fun facts
- The financial meaning of 'endorsement' (signing a check) is older than its marketing meaning.
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