The emergence of celebrity reached interesting, strengthening things, expand the impact of the effects of psychological phenomena, or people imitate celebrities collectively known as celebrity. Celebrity effect has been profound influence on every aspect of our lives, such celebrity endorsement advertising can stimulate consumption, celebrities attended the charity event will bring social care of the weak, and so on. Simply put considerable celebrity with one brand, it can drive the crowd, its effect can be so powerful as crazy groupies. In real life, the use of "names" and "celebrity effect" ruthless Finance has issued a lot of people read, and intensified. With celebrity event was registered repeatedly hit the papers, as far Zhuge Liang, nearly as Jet Li, Yao Ming, have not escaped become a trademark of the robbery. Not only works of art worth collecting celebrity, celebrity used items should not be underestimated. Art investment and collection, there are also celebrity. Celebrity is not directly involved in commercial activities, but to help those who borrow to strengthen their own celebrity image, "celebrity" passive imitated or borrowed.
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Celebrity presence and play
Celebrity is contacting more people's lives, and the more familiar groups, celebrity is a celebrity because of their influence, and when it appears in the situation to expand reach, impact strengthening effect, this is the celebrity effect. Of course, the application of celebrity is very common, first in advertising, almost most of the ads are in the use of celebrity, because the audience for celebrities like, trust and even imitate, thus passed on to the product like, trust and imitation, This is a typical use of celebrity approach. Of course, in movies and TV market, the celebrity is also widespread, with the celebrity's influence, to rapidly increase the visibility of the film, while taking advantage of the celebrity's personal charisma, to enhance the viewing of the movie, these are the applications of celebrity . Li Yi from China since Southern Tang appreciate feet, foot binding that wind generation rise thereafter until the continuation of the Republic of China. The reason is also a celebrity favorite name Li Yu Fei - the name of Princess Ayako with bound feet, feet small can people. "There are good, the next will be its Yan," the woman follow suit. There is a horse who sell, sell consecutive days are in limbo, he went to Soma experts horses, said:. "Sell me a horse, can you please three days are in limbo anyway Help me. You just see a few laps around my horse, go back and look after away, I'll throw in your day to spend. "Bole agreed, and really go around the horse looked laps on the market, the Pro take the time and looked back, Bole Gang left the horse price immediately soared tenfold. "Mere copycat 'story and also by celebrity beauties caused. People who are generally prestigious great reverence. In merchandise sales, the operator can use consumer psychology celebrity admirers to sell merchandise. Specific methods are: ① writer in bookstores, please meet with customers, and autograph books purchased, general sales are very good. ② in the actor performed the mall, you can attracted a large number of customers, business nature thrive. ③ in the commodity and packaging celebrity writing paint. ④ to the mall to learn about leadership, extended stay, while behind the counter, can attract large crowds into the store. ⑤ invited to preach in the ad, or celebrity performances, advertising effect is particularly good. Celebrity effect method for common forms of direct marketing, is a celebrity signatures on commodities. Like dolls in the United States each original price of $ 20, and the "Cabbage Patch doll," the original designer doll personally signed by the price was as high as $ 300, this "Cabbage Patch Dolls" in the United States once in short supply. But we should not invite celebrities to sign the excessive time. Currently some calligraphers shop around for the title, will undoubtedly lose celebrity signature attraction in some way. Marketing principles method is to use celebrity attracted people's psychology, the merchandising process, such as in cosmetics, soap and other advertising, the use of celebrity, choose a big star, singer image advertising, the effect is very good. Again, a joint venture launched candy packaging "Celebrity" series package, each purchase a sugar, can get a celebrity portraits and brief. It stores reflect this candy can eat and watch, especially good sales. Foreign sports equipment manufacturers world-class famous athletes use to advertise some of the clothes designed for big game in the world and supplies the resulting popularity.
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Analysis of celebrity
TV series "Desire" is hit, the protagonist Wai Fong had to wear plaid clothing fad. When hit, "Fearless," the girls have to stay "Xiuzhi head" proud. Fashion industry recognized, the late British Princess Diana undoubtedly lead the fashion trend of the world, even her hair style that typically, also named Diana style. This celebrity is evident. Since celebrities are people idols, has a mass response effect. There are a joke clouds, a number of best-selling book publishers have long time can not sell, he suddenly came up with a very clever idea: a book sent to the president, and again and again to comment. Government is busy with his multi-entangled reluctant president, he retorted: "This book is true." Publishers will advertise "existing presidential favorite book to sell." So these books were looted. Soon, there are books that publishers can not sell, they had presented to the President. President on the one back when, to scoff at him, said: "This book is terrible." Publisher smell, mind a turn, and advertising, "the president hates the existing book to sell." There are a lot Out of curiosity people competing to buy the book and make the sale. Third, the book publishers will give the president, accepted the first two lessons, they will not make any reply. Publishers advertise it, "the president is difficult to conclude the existing order book, MISS." Actually has been looted. President dumbfounding, merchants large fortunes. American psychologist has done an interesting experiment, psychology students at the University to lecture, to introduce students to the world-famous chemist, said hiring. Then the chemist, said he discovered a new chemical substance that has a strong odor, but harmless. Here is just what we want to measure the sense of smell. Then open the bottle, after a child, he asked to smell the odor of students raised their hands, many students raised their hands, in fact, only just a bottle of distilled water, "chemist" was brought in from outside the school German teacher. Because of the celebrity kids convinced, it is easy to produce obedience celebrity phenomenon, so easily accept celebrity implied. However, due to the children's own characteristics, they are mostly formal, attracted by the surface of the image, so their favorite celebrities mostly singers, movie stars a class, there Starchaser phenomenon. Celebrities have become celebrities because they have their attractions in a particular area. And celebrities have been able to succeed, but also devoted considerable effort. Therefore, according to the children of our worship of celebrity, so that children understand the efforts singers, movie stars behind the success. Also pay attention to _select_ing a celebrity for the children, such as to establish the image of scientists and other celebrities.
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Celebrity is not a panacea
One effect of a celebrity is what we increasingly valued, this product spokesperson from a variety of large and small can be seen. Brand is a small little celebrities, big brands are big celebrity, you basically can be judged from the size of a celebrity how the strength of this business. There are also some people in order to enhance their business image, let his fame looks very big, but laborious invited some of the corporate image and not in line with his own large celebrity. But by no means a celebrity universal truth, which for many businesses is an essential compulsory, perhaps because it sustains above the net worth of your life. Sometimes celebrity will gradually weaken, but also sometimes in some ways they will have no effect. For example, recently had a smash hit Jerry was his endorsement of a brand of shampoo to abandon the fundamental reason of course is because in addition to "Meteor Garden", the cool guys would never come out of what good works . Popular decline is an indisputable fact that the business is of course to mercenary, abandoned him is reasonable. Jerry angry if there is no way out except to work hard to enhance the popularity and reported today abandoned revenge. And another news tells us, in some areas simply do not have the effect television celebrity. Recently, in a painting at the Art Museum auction province, there has been no effect in this scene comedy. "Zhang Yimou Calligraphy 'vigorous spirit', $ 800, there should price? 500 yuan there? ...... LOT recover!" (Newspaper 23 March 23 version has this report) as well as the auction Zhongxiang, Jiang Kun and other celebrities of the biggest names of the paintings, but all the same, and Zhang Yimou suffered the same fate, the starting price dropped lower and lower, eventually the entire unsold. And Xu Beihong, Qi Baishi and other works of masters all transactions, transaction price in more than 1 million. Originally the painting industry, there are many masters, stress is apprenticeship skills, people who buy art investment after all, not "groupies."
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Advertising and celebrity
Turn on the TV, read newspapers, celebrity advertising eyeful everywhere. Much love Jackie Chan, odd sound Peisi, Yushchenko vcd Na Ying, Mei Sprite, Pepsi Faye Wong, Andy Lau Ericsson, new continents and ternary milk Jiang Wen, Zhao Wei rare treasure, Chow Yun-fat numerous centuries Conditioner . Celebrity bullish advertising worth With celebrity commercials, choose a popular entertainer will naturally be affected by consumer concerns. Often return with celebrity advertising is seen as the personification of an enterprise production level reflects. Product performance and embodied the spirit of service and business philosophy is abstract. The man is concrete. So, Michael Jordan is full of success and a strong dynamic image of the beauty of sports apparel will be adopted, and then a big moneymaker. The earliest Chinese companies advertising with celebrity worth the hype I'm afraid to count the Confucian family winery. 1993, "Beijingers in New York" in the country aired the formation of "crowd-pleasing" after Confucian family winery please Heidi's shooting Confucian house wine "home articles" advertising, in order to hype the product brand, Confucian family winery Foreign declared: Please Heidi, remunerate one million yuan. 1994, was still a small business in Guangdong tcl company heard about the "controversial figure" Liu Wu is filming costume dramas << >>, the feeling is a turning point. They consider Liu controversy may not be famous so quickly jumped tcl brand awareness, and decided to try. It is said that when Liu was not known when the commercials tcl find her attitude of disdain: "Let them take the $ 200,000 it!" Tcl company did not expect a promise. Liu might think, at least in the worth of not less than Heidi. This year, Yushchenko said please Na Ying also spent 500 million, companies want to create the impression to the outside world: the more I spend, the more plunges. Localization and internationalization phenomenon It should be said, every business at the time had carefully followed the star image are considered. A few years ago, the Japanese singer Noriko Sakai Panasonic used the image of singing and dancing to the Chinese people left a very deep impression. Then the background is the Chinese people blindly trust foreign brands, the company was _select_ed Panasonic Japanese girl's image "personification" vaguely convey Japan's Panasonic brand information. Passage of time, now if Panasonic has always advertise this case, it certainly will face market crisis. Because the Chinese market is the sound of "War" is one, this time to emphasize foreign brand image would not be myself "death wish"? Therefore, the wise and timely Bianzhao Americans, Coca-Cola and Pepsi, please Taiwanese singer Chang Hui-mei and popular singer Faye Wong as their "image ambassador" This meaning is clear in emphasizing their affinity with the Chinese localization tendencies. And what this case is it the opposite? Some Chinese enterprises to emphasize the international orientation of their products, more and more foreigners are willing image. Of course, in many cases, on the TV screen are some unknown foreign stars, advertise greater risk, the average person does not know the meaning widespread in China, but they can not afford too famous. Last year, a Chinese household electrical appliance enterprises finally determined to please Stallone do ads reflect the "internationalization" and later found Jackie Chan and Jet Li's big speech on TV "Kung Fu fighting" murderous fight too, but Stallone also happens to be such a type of person So plan to give up. How to procure products celebrity fame Jackie Chan is the Chinese companies prefer to choose a character. Jackie I have, "Jackie," said the Hong Kong high reputation. His characters are often played integrity, passion, he is also the image of private health, it should be a suitable candidate for advertising. Recently, however, the image of Jackie Chan has done a great chaos own momentum, both to love more vcd for advertising, but also to the Fen Huang Coke advertising, which makes the next Jackie Chan re-election advertising by product image also becomes longer clear. BBK Jet Li and Jackie Chan image then choose "good effort" tit for tat is smart, this "ride" on some techniques backgammon program reinforces the image of the product. If the former is a strategic celebrity advertising. So electronic sound odd choice Peisi starred advertising their products should also belong to the strategic celebrity ad of the year. Qisheng own two products - cordless phones and home theater are handed over Peisi. Comparison, backgammon "very small man" turn on the TV lens and the convenience of cordless telephone interpretation to up in the toilet. In this case, a latecomer then faced great difficulty when a new creative advertising. Sound odd choice but to go Peisi also a wonderful move. Peisi also a "great man", he has been a decade in the entertainment industry in China, "popular" state, is a multi-memory lightness and a high degree of public thermal properties. In today's China Trade War intense, new products continue to emerge when the mouth, hired celebrity advertising reflects the personality is a wise move. At least people would think that the credibility of the guarantee there is also a celebrity.
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Analysis of celebrity advertising
Early twentieth century, the United States JWT Company (jwthompson) started using Lux soap actress photo ads, celebrity advertising (celebrity ad) became an important advertising performance strategies. In today's China, since Li Moran participated in the filming "Sanjiuweitai" ads since nearly two decades of various types of advertising are countless celebrities everywhere. So, some say China's advertising industry has entered the "the spokesperson era", or is a characterization of the "eyeball economy". Celebrity advertising has a positive and special effects, but the use of misconduct until flooding, which is more negative effects can not be underestimated, and we should have a clear understanding and grasp. 1 awareness of celebrity advertising 1.1 celebrities and advertising The so-called celebrities, who refers to have a certain reputation in the community. And to participate in the campaign, "celebrity", today the number of performing arts to the top, followed by the sports sector also has been difficult to count them. In addition, some celebrities sector, the education sector and other areas of society has intervenors, such as "China's first human spaceflight," Yang Liwei "China Paul" Heidi Zhang et. In other countries, including as President Bush, President Kim Dae-jung in order to promote the country's tourism resources have participated in the ad. Celebrity generally have higher visibility, or there is a considerable reputation, as well as specific personal charm, etc., to participate in the campaign is a direct endorsement of products especially compared with other forms of advertising, may be more attractive, appealing , persuasiveness, credibility, helps trigger the audience's attention, interest and desire to purchase, at the same time reflect the strength of the brand, to further enhance the social image of enterprises and product. Of course, the ad itself will benefit from and make celebrities more famous. It is a result, various forms of celebrity advertising, more and more people, according to industry estimates, 80% of the brand across the country to compete for the market, have provoked celebrity advertising banner to facilitate competition. 1.2 "celebrity ad" the main form With products and market competition intensifies, celebrity advertising in various forms exist in our lives. Except TV, newspapers, magazines, radio, outdoor signs and other traditional media, the network also includes game software and other new media, and a variety of business promotion and promotional activities. In all kinds of celebrity advertising, TV commercials and print ads is still the most important manifestations. It is estimated that a celebrity's image in the current television advertising accounted for at least 30%, dazzling, overwhelmed. In addition, some brands from the star as the spokesperson, there are way more performance and space, for example, Pepsi spokesperson Sammi Cheng, f4, who publicity photos are printed on the bus of the car body; dawn was not only on the printed image Robust pure water packaging, each selling point was also placed on the printed exhibition card; Kelly shadows can be seen on the Samsung digital products significantly billboards; rather have a former cosmetics counters in major shopping malls Ada Cheng Ming Ming face; on Japanese cosmetics dhc's Chinese website, the Chinese district spokesperson Kim Hee picture almost become a major symbol of this site, and this company also mailed on advertising alone must have its spokesperson Kim Hee-sun and Judy strongly recommended products picture; from Stephen Chow is after the online game "Westward Journey" endorsements, celebrity endorsements for the game has become a fashion. If Cecilia endorsement game "to marry 365 days" is not only a smiling face is printed on the game box, hidden heroine as she appeared in the game to attract people's attention; teen idol singer Angie Hou endorsement game "Stardom 2", The game also changed the name of the actress Angie Hou; the "chaotic adventure", players can find its spokesman Vivian Hsu pseudonym character during the game, which greatly increases the game's interactive and fun. Merchant distinctive design makes this game won critical acclaim. In short, celebrity advertising shapes, not only everywhere, but have penetrated in our lives. Form 1.3 celebrity advertising effect According to the China Economic Monitoring Center had conducted more than 800 permanent residents in Beijing, Shanghai and Guangzhou cities in the sample survey showed that: 50.2% of people believe that celebrity ads for their cause concern, 10.5% of people think that they will stimulate purchase, 38.3 percent of people think no more influence on their own. Can be found that, compared with other types of advertising or policies, celebrity advertising effects are easy to form and has been highlighted, you can make the following explanation. Terminal advertising communication process is the audience, so the effect on the audience is a necessary prerequisite for mental process activities generate advertising effectiveness. From a psychological point of view of celebrity advertising effect, first, high-profile celebrities can cause high rates of attention and visual impact; Second, due to the halo effect that extends to all of the celebrities are blindly accept a Aiwujiwu produce psychological effects, and thus accepted by his recommended product or idea; Third celebrity can often bring a role model, cause people to imitate. From the perspective of semiotics, the celebrity advertising is basically symbolic of the celebrity, by converting this sense, allowing consumers to receive advertising messages, it will tend to generate links with celebrities, and in the time of purchase, and more due to the hypnotic effect serve as _select_ion criteria. Advertising is essentially information dissemination activities, ranging from communication theory analysis, the media was "granted the status of" celebrity has a value-oriented, and easy for people generally agree; well-known celebrities constitute value added goods, become a meet the psychological needs; As with celebrity appeal and influence of the "opinion leaders", potentially strengthening the assimilation advertising information dissemination function and reduces the resistance. Values 1.4 celebrity ads In general, in addition to public nature of advertising, the vast majority celebrities in advertising or product endorsement, all belong to commercial transactions, the commission charged is relatively high. For example, Simon Yam is Baoxiniao suit endorsements, the remuneration is 2 million yuan; Zhang Ziyi endorsement for the tag heuer watches reward three million Hong Kong dollars; Chow to 10 million Hong Kong dollars filming of the "Wahaha" advertising; nowadays soar Korean artist Bae became sony company spokesperson, its advertising reward of up forty-three million yuan. Choi Ji-woo also the conditions of year 400,000,000 won, with nadri cosmetics company signed a sponsorship contract. For advertisers, this high cost of inputs greater output should return more benefits, but also increases the risk period. If tcl once invited 10 million yuan compensation for their endorsement of Kim Hee mobile advertising, but so earned 300 million yuan within a year, and make it become a domestic brand mobile phone brands in the crowd, this is an example of a relatively successful; and such as Dongfeng - Maxima manufacturers eye _select_ion was only coming Liu Xiang, not only in capital investment to get the benefits, but more so later, Liu Xiang's success Maxima several times to enhance the image of successful investment decisions made absolute value of the sum brand planning; while Panasonic was waste of money please "trapeze" Lewis for doing electrical advertising, and later Liu unhelpful in the world arena, no former glory, the company was forced to break up with Lewis, a huge advertising investment as a dead letter . There are many, many examples of this failed. Thus, we should take an objective valuation effect of celebrity advertising, a certain sense, it is a "double-edged sword." 2. Negative effects and performance Negative effects of celebrity advertising is typical, it is also a wide range of factors, make the following decomposition summarized. 2.1 unoriginal Some say that celebrity ads have a "type beauties stopping force," which emit light may mask the product itself. That is, in the advertising communication process, if the ad does not have a strong appeal for the support point, your audience's attention is easily transferred to the celebrity body, leading to only remember the celebrity, and the emergence of the phenomenon of ignoring the product, consumers will indulge in celebrity style and ignore the brand itself. As Gong as "wild force red wine" do advertising, this advertising is a great director (Zhang), a big star (Gong), the big scene in a big production, there is no doubt attract the attention of television audiences. But the problem lies in the fact, who is the protagonist of this ad? People, or wine? Gong Li's style more eye-catching, the more the image of wine being concealed blur. It will not produce the desired advertisers advertising effectiveness. American scholar rajeev batra et al study shows that there is no figural advertising and figural advertising compared to the former is more impressive, but less than the latter, but the audience's awareness of the product. Currently, due to the lack of creativity in advertising celebrities lead to poor results, is the most common scenario. 2.2 personality match Celebrity all walks of life, but the authority and influence of idol worship is often only occurs among specific areas, such as doctors on patients, academics, writers in our students, singer in fans, sports athlete in Fans category, out of this area, the effect will be dropped even gone authority. Audience acceptance of celebrities depends on their image of the role of knowledge and understanding, celebrity temperament, occupation, age, gender, and product dislocation, will not have the desired effect. As for the Guangdong Tian Di Flower show shampoo made advertising, many people may remember Di Flower show an advertising slogan: Di Flower show, young friend. But its spokesman Tian is a famous in the eighties singer, after nearly 20 years, even if it will not be maintained better, "youth" was. Again, dior shampoo products targeted at the civilian sectors have been, but its advertising invited Kim Hee, who would believe this has "hi good princess," said the big star in Korea would use shampoo so civilians it? Obviously Hee Sun and the shampoo, "temperament" are incompatible. Advertisers and advertisers are too chasing celebrity, not only pay a huge price, but also may be counterproductive. Over 2.3 Conversion Many celebrities regardless of whether the self-image associated with the endorsement of the product in conjunction with reason, random cater to frequent conversion, transition exposure. From clothing to household appliances, communication products from cosmetics, from pharmaceuticals to food, etc., seem to be the loyal consumers of all products. Was dubbed the "Asian diva" Stefanie only in January 2002 to July 8 on the endorsement advertising, products from watches to sports clothing, hygiene products, mobile phones, McDonald's, Lux shower gel, jeans and coffee jelly, varied ; And like Andy Lau, who also are numerous brand endorsements, especially those products between the brand "irrelevant" and how consumers can trust you, and even cause resentment. If the United States would have been a well-known TV presenter is a respected brand ambassador, but after serving 44 different brands of goods spokesperson, enveloped in the aura of his body began to disappear, because people can not believe their testimony with authenticity, its promotional effect can be imagined. Due to frequent switching, overexposed, not help advertising effectiveness and brand dilution of gold, their value will also be celebrity derogatory, despite an increase in consumer awareness of them, but the reputation has declined due to increasingly marginal effect and lower. 2.4 Moral Hazard With the development of modern society increasingly pluralistic media, cultural richness and values, coupled with the accelerated pace of life, people are getting easier to famous celebrities more and more, so celebrities 'fame' cycle also increasingly shorter. During this period a number of reasons, such as problems with moral qualities celebrity, celebrity potential is limited, age, and so the sudden turn of events. And celebrities rise and fall is unpredictable, such as sports stars are found to doping, Movie Star tax evasion, sex scandal, as well as drug abuse, stop play, moonlighting, fighting and other scandals, celebrity figures suddenly become lost power, and its recommended products also be implicated. As Wang Hao was a typical example, after a number of emotional turmoil after he favors for his people are less and less. Many people even saw him do the ads will turntable, let alone buy his endorsement product. Many enterprises have him surrender to avoid being burdened with him. Another example is Nicholas breaching judicial events so tarnished image, to sell their endorsement of Pepsi is also greatly affected. There are American superstar Michael Jackson's disgraceful events have to let them speak for the beleaguered company, although such an embarrassing situation can not be completely avoided, but it can still be signed by the spokesperson of the agreement in order to avoid the potential moral hazard, allowing companies to terminate the agreement at the time spokesperson tarnished image. Celebrity lack of discipline is the main lead of moral hazard due to celebrity advertising. 2.5 false violations In recent years, false, misleading advertising endless repeated, many of which are celebrity advertising, particularly those involving medical supplies and medical services, a greater hazard and adverse impact of. Because of the nature of celebrity advertising are testimony advertising, more enhanced awareness of a sense of responsibility and compliance. Gong Li has been sensational as the shot × × × oral advertising, advertising as a selling point to Hope School, tells the story of a primary oral sent thank Gong Li, China Youth Development Foundation, but said they had never received any oral Gong Li fluid. Of course, the first advertisers, advertisers responsibility; followed by the release of media oversight or vertical figurines; Also relevant supervision. But the involvement of celebrities equally inescapable responsibility, at least unscrupulous waves. In Western countries celebrity endorsement ad has strict rules, if the ad has a celebrity oriented to recommend products to consumers, celebrities must be a real user of the goods. French provisions television advertising must be truthful, decent, respect the interests of consumers and prohibit any statement misleading picture of consumers, and do not allow those who regularly appeared on television news programs about the use of their image in advertising or sound; U.S. asked celebrity advertising must be direct beneficiaries and users of this product, if found to be untrue, would impose heavy fines and Hollywood actor has been fined $ 500,000 precedent. In short, the "celebrity" and the "advertising" two harmony will have a positive effect, otherwise, its negative effects will be applied to advertisers, advertisers, consumers, including celebrities themselves. Society too sought after becoming blind from the effects of the phenomenon of celebrity there should be suppressed. 3 suppress the negative effects of perspective We can see from the above analysis, celebrity advertising multifaceted interests and relationships. As a "double-edged sword" and its positive effects and negative effects are very prominent, the key is to correctly understand and actively grasp, properly applied, strict self-discipline, strengthen supervision, specifically the following points. 3.1 carefully _select_ed celebrities _Select_ a celebrity is starting a campaign, should proceed with caution. The primary issue is whether the need to adopt a celebrity ad? In addition, the combination of celebrity and the product is the key to advertising success. In considering its image, charm, popularity, affinity, trustworthiness, modern, sense of authority, based on popularity and other factors, depending on the needs and possible and screened suitable candidates. Typically, a good image of the spokesperson features: 1, high social visibility. A certain extent, the size of a celebrity popularity level with the advertising effect is proportional; 2, must have a certain reputation, gives a sense of trust, can the celebrities and products complement each other by celebrities famous products; 3, celebrities should have between the advertised product some relevance, celebrity image can establish a harmonious relationship with the product image. In addition, the image of the celebrity itself, expertise, personal charm, etc., if you want to communicate with the advertising target group of consumers in harmony, but also to be carefully considered. Because when you take a celebrity strategy, in addition, by the light of celebrity enhance product awareness, but also to give the product a unique taste, style and prestige brands to form a halo. 3.2 emphasizes creativity Compared to the general advertising, celebrity advertising more attractive to people's attention, and perhaps more likely to be picky. However, any advertising should always be the first place to pass commodity information, you want people to remember that the primary purpose of advertising products. So it should be a good creative choice than advertising celebrities, such as the amount invested is more important. Shampoo advertisement "Rise Conditioner" chapter can serve as a classic. First, businesses invited to do this with the same name Chow product advertising, and secondly, the ad Chow gently rinse the hair scene for his wife, who touched the hearts of many consumers. Remember that everyone in this intimate scene and also remember this name very much like Chow Yun Fat shampoo brand. Andy was a large number of products done advertising, give people the most impressive way to tune it and Rosamund is Ericsson mobile advertising. The content of the story is very simple, after some misunderstanding, Rosamund Andy on the phone with a message "back glance, my heart only you", and finally to the two reconciled, a classic ad, so far memorable. Therefore, the lack of creativity or creative misconduct, "celebrity ad" will become "celebrity ad" or even distasteful. 3.3 of regulations Belongs to the nature of celebrity advertising testimony advertising, and the nature of the testimony of advertising itself will determine the celebrity must have a strong sense of social responsibility, enterprises must bear the responsibility for its admirers and propaganda. For recent years, the proliferation of celebrity advertising and the growing phenomenon of illegal, the Beijing Consumers Association has published a letter titled "To cherish the image of the star Shinji advertise," the open letter, summarizing the main problem currently exists celebrity advertising, and to name It made three suggestions. Same period, the Shanghai Industrial and Commercial department also issued a "prompt review of advertising," said: "No medical services, medicines, medical equipment ads use the name and image of the spokesperson for the proof." SAIC said that this year will prove non-celebrities do advertising, media leaders bear responsibility for violations, and so on. Strengthening the rule of law angles, to suppress the negative effects of celebrity advertising, the most intensity. We need to learn from some of the practices of developed countries, to modify and improve relevant laws and regulations as soon as possible, and strengthen supervision, maintaining market order and safeguard consumer interests, but also includes participation in the campaign celebrity itself. 3.4 rational consumption In the previous analysis, we have mentioned, there are more than half of respondents believe that celebrity ads will cause their own concerns about the product. Some people think that advertising spokesperson play a catalytic role in only 20% -30% of a mature business, the spokesperson is an icing on the cake to play the role of the business itself, which can affect the composition is very weak. Consumers to purchase products from the concern also takes a very long way to go, but this section does not force consumers to advertising as a forward. As the market economy more perfect, more mature concept of consumption, the simple pursuit of sensational advertising practices will be very difficult to play much of a role. But on the other hand, China's advertising market is not standardized, management and restraint mechanisms do not build the whole, compared to some of the negative effects are also widespread. So, to arouse more rational consumer awareness and consumer behavior, but also an essential part. Short Conclusion Through the above analysis, celebrity advertising, celebrity endorsements phenomenon there are still many irrational factors, it brings the issue can not be ignored. It is important vendors, celebrities, audiences (consumers) and managers should be up as soon as rational. Celebrity advertising, to ensure the quality of products and services on the basis, in a fair and equitable environment to regulate operation of the market, between the products associated with celebrities find suitable, spread out through good and creative performance. And determine its vitality is always quality - quality materials, the quality of people's quality philosophy
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Celebrity - psychological experiments
American psychologist has done an interesting experiment, psychology students at the University to lecture, to introduce students to the world-famous chemist, said hiring. Then the chemist, said he discovered a new chemical substance that has a strong odor, but harmless. Here is just what we want to measure the sense of smell. Then open the bottle, after a child, he asked to smell the odor of students raised their hands, many students raised their hands, in fact, only just a bottle of distilled water, "chemist" was brought in from outside the school German teacher. Because of the celebrity kids convinced, it is easy to produce obedience celebrity phenomenon, so easily accept celebrity implied. However, due to the children's own characteristics, they are mostly formal, attracted by the surface of the image, so their favorite celebrities mostly singers, movie stars a class, there Starchaser phenomenon. Celebrities have become famous because they have their attractions in a particular area. And celebrity's success, but also devoted considerable effort. Thus, according to the children's worship of celebrity, so that children understand the efforts singers, movie stars behind the success. Note also choose celebrities for kids, such as to establish the image of scientists and other celebrities. Celebrity is contacting more people's lives, and the more familiar groups, celebrity is a celebrity because of their influence, and when it appears in the situation to expand reach, impact strengthening effect, this is the celebrity effect. Of course, the application of celebrity is very common, first in advertising, almost most of the ads are in the use of celebrity, because the audience for celebrities like, trust and even imitate, thus passed on to the product like, trust and imitation, This is a typical use of celebrity approach. Of course, in movies and TV market, the celebrity is also widespread, with the celebrity's influence, to rapidly increase the visibility of the film, while taking advantage of the celebrity's personal charisma, to enhance the viewing of the movie, these are the applications of celebrity .