AOL SmallBusiness: “The Charlie Sheen Stimulus”

With T-shirts, designer cocktails and even medical marijuana, countless companies are starting to cash in on the outspoken actor and his colorful catchphrases. Winning!

According to Pace University marketing professor Paul Kurnit, Sheen and others are seizing upon a primal urge. “Like watching a car crash,” he says. “We just can’t take our eyes off it. The traffic comes to a halt, and the world stops to gawk at the accident. The longer the media give Charlie access and visibility, the longer the Charlie machine will be able to cash in.”

Is Charlie Sheen really winning?

“Sheen is acting just quite sane enough to cause wonder about the thin line between sanity and insanity,” says Lubin Marketing Professor Paul Kurnit. “One has got to wonder where the insanity is. Likely, the news media and we the public not only fuel the insanity‚Ķbut, we are part of it.

“In this Access Hollywood, People and Us frenzied media world, the longer the media give Charlie access and visibility, the longer the Charlie machine will be able to cash in. ¬†The longer the spotlights shine on him, the longer this circus will play on. “

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