By Dorothy Pomerantz
If you're one of the millions of people who just spent two weeks parked on the couch watching the Olympics, chances are you heard Morgan Freeman's voice every night.
The 75-year-old actor narrated ads for Games sponsor Visa that touted unity and achievement. Freeman's melodic voice is unmistakable and it evokes one specific reaction in viewers that Visa desperately wants to be associated with: trust.
Freeman tops our list of the Most Trustworthy Celebrities this year. We used data from E-Poll Market Research whose E-Score Celebrity service ranks more than 7,000 celebrities on awareness, appeal and 46 different personality attributes.
When people say they find the actor trustworthy, they're talking about his public persona, which is defined by the roles he plays. Freeman almost never plays a bad guy: He's usually the calm voice of reason off to the side in movies like "The Dark Knight" and "Million Dollar Baby."
More from Forbes: Full List: The Most Trustworthy Celebrities
That may or may not reflect who Freeman actually is, but it doesn't matter. When it comes to celebrity, it's all about perception. Freeman has managed to avoid any big scandals (reports that he was dating his step-granddaughter turned out to be untrue), which helps him maintain the public's trust.
"Trust is subjective," says Gerry Philpott, head of E-Poll. "We ask people which word would you use to describe this person and a high percentage said 'trustworthy.' "
Many of the celebrities on our list have earned the public's trust by staying in the spotlight for decades without providing any grist for the gossip mills. Betty White, who ranks seventh, is the oldest on our list at 90. White is still going strong with a new show called "Off Their Rockers," which features seniors pulling pranks. (Maybe people shouldn't be quite so trusting of White.)
At 81, James Earl Jones is the second oldest on our list. Jones has been mostly been heard, not seen, on film over the past 15 years. Although he voiced one of the least trustworthy of all villains, Darth Vader, Jones' voice still has an effect on people. He was NBC's voice of the Olympics in 2000 and 2004.
The youngest celeb in the top 10 is a 48-year-old: Sandra Bullock, who ranks sixth, just ahead of White, her co-star in 2009's "The Proposal." Bullock is unique on the list because she has been touched by scandal: Her husband, Jesse James, was caught cheating on her just after she won an Oscar for her role in the 2009 film "The Blind Side," leading to their divorce.
Bullock came through the scandal looking like a star. She adopted a baby boy soon after and took a small breather from acting. She is still one of the highest-paid actresses in Hollywood though. We estimate she earned $25 million between May 2011 and May 2012 helping her rank 55th on our Celebrity 100 list.
Michael J. Fox, who ranked as the most trustworthy celeb last year, came in fifth this time around. Philpott says that Fox's move down the list probably reflect the fact that the actor, who spends much of his time raising money for Parkinson's research, just hasn't been in the limelight very much lately.
While I was watching "Bruce Almighty" as soon as 'Morgan Freeman' splashed on the screen the feel I got was like watching a GOD. He's got a fabulous voice. I guess I also heard him in one of the episodes of the "Discovery Channel" and it wasn't hard to make out it was 'Morgan Freeman'. He's got a rocking personality.
latest movie news