Legal analysis of commodification of Fame

Nowadays, famous persons of media world, can give their picture, video footage and name to goods and services providers for advertising and receive financial reward in return and by doing so, they use their media reputation as a valuable commodity. In the legal systems of different countries, the right to use famousness by individuals, is recognized as a "right", although, there is no consensus about its legality. Some, considers this right as a mere financial right and acknowledges the commodification of fame in today's society, and others considers it as one of the rights related to personality and do not look at it from financial perspective. In this case, the question is, in which of the dichotomy of property - personal rights, should this right be placed? The hypothesis of this paper is based on the fact that one can’t raise any doubts on the dependence of fame on a person's personality and identity, nor deny its financial function in today's society.
Therefore, the financial components of the right, should be adjusted with regard to both components, taking into account the requirements related to personality rights.