明星广告热现象的冷思考

借助于具有较高知名度的明星提高企业自身的品牌关注度和知名度,越来越成为我国众多企业不约而同的选择。但在我国,明星广告也出现了一些值得关注的倾向,主要表现为明星多样化、行为盲目化、内容表面化和动机功利化等。根据消费者心理与行为学的有关理论,这些明星广告现象的背后有其特殊动因。

Calm Thought After the Craze for Celebrity Advertising

More and more enterprises are fond of inviting famous stars to speak for their brands in order to improve their brand attention and brand familiarity.But celebrity advertising in China turns out to be stuck in an embarrassing position,for instance,there are too many stars in China and most Chinese people seem to blindly follow the dominating trends;the content of the ads does not make sense while the celebrities’ purposes are apparently becoming utlitarian.And in the light of theories on consumers’ psychology as well as behavior science,it can be concluded that such messy celebrity advertising results from specific motives.