An essay on the negative effects of stars

Advertising is everywhere in modern society.

From the newspaper,

Broadcast,

Television, the traditional media carrier.

From buses, taxis to the internet and other emerging carriers, the ways of advertising communication are increasingly diversified. Invite celebrities to become

Advertising endorsement,

It has become an important means for many advertisers to promote their products.

A product may have multiple names.

Speak for it,

And a celebrity will also endorse multiple products.

The role of celebrities in advertising communication,

Namely celebrities

The advertising effect should not be underestimated.

The advertising effect of celebrities is that the names of people generally have high popularity, or have considerable popularity.

Degree,

And specific personality charm,

Participate in advertising activities, especially direct endorsement of products,

With other width

Compared with the form, it may be more attractive, infectious, persuasive and credible, which helps to arouse the audience's

Attention,

Interest and desire to buy,

At the same time, it reflects the brand strength.

Further enhance the social image of enterprises and products.

There are records about celebrity advertisements in the history of our country. There is such a short story in the Warring States Policy:

Selling horses alone,

It's a good horse,

Because people don't know horses,

So he stayed in the market for a while.

Three days,

Nobody asked.

Then he had a brainwave,

I went to Bole.

See Bole said:

"Please do me a favor,

Go to the market tomorrow,

Turn around my horse twice first,

Then look back a few times when you leave.

you

Yes, I promise to give you a day's salary. "Bole agreed. The next day, Bole came to the market to have a look.

When I went to Zhang San to sell horses, I circled the horses twice and turned around frequently when I left. As a result, no.

After a while,

The price of this horse is ten times higher than originally expected.

This horse can be sold because.

The celebrity effect of Bole.

At the beginning of the twentieth century,

Zhiwei Thomson Company in the United States began to use Lux soap in advertisements.

With the use of celebrity photos, celebrity advertising has become an important advertising performance strategy.

Celebrity advertisements can attract consumers' high attention and attention because of the high popularity of celebrities.

So as to suck

Attract consumers to buy products,

In this way, advertisers can get high profit returns,

Let celebrities get high salaries.

At the same time, the endorsement fee has attracted the attention of more viewers, which can be described as fame and fortune. However, celebrity advertising is a "body double".

Sword "has its negative effects.

First of all,

Celebrity endorsement advertisements may reduce consumers' awareness of advertisements.

American scholar

Rajiv

Batra

People's research shows that advertisements with words are cheaper than those without words.

Users' awareness of the former is lower than that of the latter.

In advertising communication,

If advertisements are not attractive.

Point as a support,

Consumers' attention can easily shift to celebrities,

In this way,

Consumers will only remember

Pay attention to celebrities and ignore the characteristics and functions of the product itself.

As a typical example,

Celebrity Gong Li used to be

"wild

Li Ganhong made an advertisement. The advertisement consists of a big director (Zhang Yimou), a big star (Gong Li) and a big venue.

Face to face,

There is no doubt,

Attracted the attention of many consumers.

However, it is precisely because consumers are interested in Gong Li.

Excessive attention leads to the image of wine being covered up,

Blurred,

Wine becomes an accessory of celebrities in advertisements,

be unacted on

To pay attention,

Thus, the advertising effect expected by advertisers can not be achieved.

This is also the growing sales performance of Wild Force Dry Red.

An important reason for the downturn and gradually fading out of the market.

Secondly,

Celebrity personality,

The temperament does not match the product, which leads to poor advertising communication effect.

Consumer approval product

Much depends on the relationship between celebrities and this product.

If celebrities use this product themselves and have one

Determine the effect,

In addition, consumers themselves have the characteristics of imitating idols.

This product is sure to be welcomed by consumers.

However, if the temperament, occupation, age and gender of celebrities are seriously misplaced with this product, consumers will

Will have distrust of the product,

And then distrust celebrities,

It will have a negative impact on products and celebrities.

For example, singer Tian Zhen once endorsed the advertisement of Jacquard Show, and many people are familiar with the advertising words.

-Jacquard show, a good friend of youth. However, Tian Zhen, who endorsed the advertisement, has already

How old are you? Let nature take its course.

No matter how hard you try, you can't go back to your youth. Its age is quite different from that of the potential consumers of this shampoo.

Big, can't cause potential consumers * * * Ming, thus affecting the promotion of its products.

Say it again,

The decline of celebrities has been implicated in the products they endorse.

In today's society,

The growing development of the media

And people's increasingly diversified values have created more and more celebrities.

The rise and fall of celebrities is unpredictable.

Yes,

Once a celebrity has a problem,

The products they endorse are bound to be questioned and rejected by consumers.

Famous host

Zucchini is a good example.

In 2004, Hugua and his girlfriend were put in jail on suspicion of taking drugs.

For an instant,

Public opinion is in an uproar,

The former variety king should have fallen to this point.

Therefore, it endorses many products.

Be implicated in different degrees.

Finally,

False advertisements endorsed by celebrities emerge one after another.

Seriously damaged the rights and interests of consumers.

Virtual in recent years

False and misleading advertisements emerge one after another and are repeatedly banned, including celebrity advertisements, especially those involving medicine.

In terms of supplies and medical services,

Harm and bad influence are greater.

Because the nature of celebrity advertisements belongs to certificates.

Advertising,

Strengthen the sense of responsibility and law-abiding.

For example, Gong Li, who was once a sensation, slapped his mouth.

Advertisements for taking liquids,

The advertisement takes Hope Primary School as its selling point.

It tells the story of a pupil thanking Gong Li for leaving a message.

Take the liquid,

However, China Youth Foundation said that it had never received Gong Li oral liquid.

Many celebrities have not used its endorsement.

Our products advertise their efficacy,

Misleading consumers to buy the products they endorse.

This is a kind of

The performance of dishonesty is an irresponsible behavior that ignores the rights and interests of consumers.

The negative effects brought by celebrity advertisements should not be underestimated.

We should reduce its influence from the following aspects.

sequence

First, carefully choose celebrities as advertising endorsements, because the organic combination of celebrities and products is the key to the success of advertising.

Consider its image, charm, popularity, affinity, reliability, modernity, authority and popularity.

Based on popularity and other factors,

According to the need and possibility, choose the right person.

Generally speaking,

Good image

Spokesperson characteristics:

, high social visibility. To some extent, celebrity popularity is the same as advertising.

The size of the effect is proportional.

; 2

、

Must have a certain reputation,

Give people a sense of trust,

Can be a celebrity

Product complementarity,

Products are famous by celebrities.

; three

、

There should be some relationship between celebrities and the products they advertise.

Connectivity can establish a harmonious relationship between celebrity image and product image. In addition, the image of celebrities themselves, especially

Long,

Personality charm, etc.

Whether it is coordinated with the target consumer group that the advertisement wants to communicate with,

It should also be carefully considered.

Second,

Consumers should hold a rational consumption attitude.

Consumers still need to pay attention to products from attention to purchase.

It's a long way to go, Xiu Yuan,

And this section of the road can not use advertising as the driving force for consumers to move forward.

With the market

The economy is becoming more and more perfect,

The concept of consumption is becoming more and more mature.