What Is Celebrity Advertising?

CelebrityAdvertising is a form of advertising expression that uses film and television, pop stars, and social celebrities as brand spokespersons. It is a marketing strategy that leverages the advantages of celebrities to promote products and quickly increase product awareness. Promote product sales and achieve the purpose of rapid marketing. The advantages of celebrity advertising have led many companies to invite celebrities to advertise at great expense. Celebrity advertising has become an important means for many companies to conquer the market. Low-involvement products such as beverages, clothing, and daily chemical products or homogeneous products are more popular. universal.

Celebrity ads

The benefits of celebrity ads for business

Can strongly attract the attention of the audience

The basic function of advertising is to convey information. If you want to tell someone something, you must attract his interest and attention. This is interpersonal communication,

Don't overdo celebrity ads

First of all, for the hired and signed celebrities and actors, we must constantly pay attention to its growth, make it increasingly mature, and make it develop together with the enterprise. A celebrity should not be too much of a variety of irrelevant products

Advertisers choose celebrities casually

Advertisers are casual and tacticless in choosing celebrities, and treat a serious business activity as a joke. Some companies are based on comparing competitors. They asked the hottest celebrities at the time. Some companies only rely on the boss's will and only choose celebrities based on personal preferences. They did not go through in-depth market research and analysis, did not consider whether the target consumer liked them, and whether the celebrity's personality Suitable for a brand, a celebrity is set as soon as the head is beaten, the effect of advertising can only be left to fate. Some brands frequently change celebrities as if they have no strategy to move around, causing the audience to be confused. Although these brands have spent a lot of "silver", they have failed to improve the brand image. Calcium in calcium From Gong Li to the famous old actor Li Ding as the endorsement, the style and popularity of the two are far from each other, the lack of necessary transitions, people feel confused and depressed.

Celebrities dominate in ads

With a superficial pursuit of celebrity performance skills and comedy effects, celebrities dominate the advertisements. Consumers see that celebrities do not see the product, remember the celebrity, but do not remember the content of the product, such advertising will not promote sales. The more successful celebrity ads value products, the more they emphasize products, the more likely they are to succeed. Celebrities as an intermediary to communicate products and audiences are just a tool for branding, so the real protagonist in the advertisement should be the product, not the celebrity. The lines and performances of the celebrities in the advertisement are to better highlight the product features and convey the brand. Image. The audience's response after watching an ad should be "I want to try this product", not "the celebrity performance is really wonderful." In Jin Weilang's bombing face endorsed by Zhang Weijian, the advertisement used the idea of kissing and being dropped to the ground to interpret the idea of "playing well, playing well, howling and howling", highlighting the star's humorous performance , But did not focus on the product's unique point "elasticity" and the appeal of the relationship between consumer tastes. Although the ads are lively and beautiful, the audience is unaware of it, and the consumers naturally react coldly.

Advertising superficial and rough

Some companies use celebrities as a panacea, and there is no response where they are posted. In fact, it takes a lot of money to invite celebrities, but the "children" who are reluctant to spend time on creative celebrity advertisements are difficult to succeed in an increasingly competitive environment. The kind of cliché and brand personality advertisements have little appeal and effect on consumers, and they are easy to forget and confuse. In the Guangxi Golden Throat advertisement endorsed by Ronaldo, Ronaldo stiffly held the image of Golden Throat. Although the advertisement could attract the attention of the audience, it was difficult to persuade him to take action. Rough and boring advertising ideas made the audience disgusted, not only did not raise the golden throat The image of the company has damaged its brand.

Advertising content is false

While celebrity advertising brings high attention, it also brings the public's high sensitivity to the authenticity of the advertisement. Even the inauthenticity of some of the content in the advertisement may cause a rebound, making consumers doubt the full quality of the product, and even All brands involved in the enterprise, causing disruptive harm to the enterprise. Therefore, the appeal of celebrity advertisements must be true and well-founded. We must ensure that when consumers purchase products (services), the promises in the advertisements can be fulfilled. The wanton fictitious storyline, exaggerating the objective facts, can only be achieved by shooting yourself in the foot. Gong Li's advertisement for Harbin Medicine No. 6 Factory Gaizhonggai Oral Liquid based on Hope Primary School. Because it is inconsistent with the facts. Has caused a great uproar in China, so,

China's advertising industry has developed rapidly in recent years, especially for film and television advertising because it is popular and widely disseminated by many businesses, and some businesses have hesitated to invite celebrities in the entertainment industry and sports industry to be image spokespersons. What is important is the celebrity effect. But how the audience's acceptance as the consumer side of their appeal directly leads to the success or failure of the advertisement.

Finding celebrities for advertising has advantages and disadvantages. Whether it is good or bad depends on the choice of the business. The advantage is that celebrity ads have a "celebrity effect", which can make consumers quickly accept a certain product, saving time and speed; what about the disadvantages? Some celebrities may directly affect the image of a business because of a scandal (some people just hate a celebrity, maybe personal likes and dislikes), which is also the risk that most businesses must bear when they choose celebrities to advertise.

The beauty of celebrity ads is that you can use the "celebrity effect" to sell products, quickly increase brand awareness, and earn profits. Although the cost of inviting a celebrity is relatively expensive, it is relatively cost-effective because of its quickness in dissemination. Most of the film and television advertisements are made by movie and sports stars, so-called celebrities. They come forward with either a sentence or two, or pretend to be cheerful. Come buy this stuff! Move your mouth, hundreds of thousands or even millions of advertising costs are in hand, really easy. In this cooperation, some people pay money, some people come forward, so it is lively, this is much less laborious than filming any movie or TV series. People say that "people are afraid of being famous and pigs are afraid of being strong." That's from the troublesome aspect of being a celebrity; more often, being a celebrity has many benefits, such as celebrities can make money by advertising.

It is because of the huge effect of celebrity advertisements that companies have hesitated to invite celebrities to advertise. In reality, not every celebrity advertisement has a positive effect. A celebrity is an image ambassador for several different products. Today, it s good to boast this. Tomorrow, another product is pretty good. In the media, Boasts say West, and confuses the audience. ad? Sometimes the products that can be made are not even related to each other, even disgusting: sell drinks and sell medicine, or get a hemorrhoid medicine ...

It stands to reason that when celebrities advertise, celebrities and businesses each have their own plans and mutual benefits. This is normal, but when people see celebrity product advertisements, they sometimes feel awkward. For example, some people see that a star advertises, and once or twice feels good, three or four times get tired, and five or six times get bored. Many of their stage and screen images are glorious, and their unique "signature" language, appearance and temperament, etc., have remained in the hearts of many people, and even become "idols" in the hearts of some people. When they appeared on the screen advertisements again and again, what kinds of products such as oral liquids, cosmetics, detergents, etc. were changed in their hands, and they said "really good", "Since I have served XX and used XX, my When life has changed a lot, "their image has become a salesman for a certain product. If it sounds bad, it s like a clown. Give me the money and I will praise you. You spend the money to buy me Mouth speak.

Given all these celebrity advertising scandals, it is very important for celebrities to consider whether to maintain the public image that has already formed or to endlessly criticize the audience to enrich their pockets?

The above is how celebrities are. For the other protagonist of the advertisement, that is, the business of planning and plotting, they are staring at where people spend their money. From the perspective of advertising majors, how the audience accepts is the key to the success or failure of its advertising. The indicator for evaluation is simple, that is, the income it brings, one word: money.

In addition to promoting sales, product advertisements must also accumulate investment for brand value (assets). Brand value, as an intangible asset, comes from brand loyalty, popularity, quality perception, brand association, patents, trademarks and other unique assets. Brand value is based on the brand image in the eyes of consumers. The spokespersons introduced by companies in order to shape their brand image are generally social celebrities. They are either movie stars or sports stars. In short, they are well-known and have varying degrees of reputation. Introducing brands by these celebrities can attract public attention and make consumers aware that the existence of these brands is conducive to expanding brand awareness. At the same time, the public's goodwill towards celebrities in advertisements will shift to their attitudes towards advertisements and brands, so that the original neutral brand attitude will be transformed into a positive direction, thus forming a positive brand association.

When a certain product or category of goods wants to be put on the market, the first thing to consider is advertising. This is something that most businesses are used to, and there is no need to lobby. Before choosing to shoot an advertisement, first consider the cost, that is, the value of this product is worthy of enthusiasm. If it is necessary to sell, then okay, do you invite a celebrity or do an ordinary text plus image advertisement, how much celebrity want to appear Fee, how much does it cost, and how relevant is this celebrity to this product? What about creativity, where are the appeals and selling points? Is it eye-catching (don't use low-level and indecent methods), the minimum requirement is not to make people disgusted (some advertisements are really disgusting, but the business is completely unaware, such things are not uncommon).

When operating celebrity advertisements, we should pay attention to celebrity occupations, the relevance of images and products, and the similarity with brand images. There is a natural transition and association that will not cause too much ambiguity. On the contrary, improper use will make people feel meaningless. .

Talking about the connection between celebrities and products, let's take an example of an advertisement for Ronaldo broadcast on CCTV for Guangxi Golden Voice. I ca nt see where the creative of this ad is. After reading this ad, send four words to this ad, that is: nondescript. What does a sports star have to do with noise without singing? I really can't figure out the relationship between Ronaldo and Golden Throat. According to my opinion, the only thing that can be explained is that this advertisement was broadcast before CCTV's evening sports news, and Ronaldo is a "big man" that fans like, and that's it. People with a little knowledge of advertising communication will say that this advertisement does not see any creativity. Even if it is created by a layman who does not know about advertising, it may not be worse than it. If this is also called creativity, it can only be said that it is blaspheming the word "creativity".

As far as Guangxi Golden Throat is concerned, its products have gained a certain popularity due to the advertising campaign. For an enterprise that is already in the stage of product awareness, advertising should focus on improving the reputation of the product or enterprise and consolidating consumer loyalty to the brand. In this ad, which is not creative at all, viewers don't understand it.

If you use Ronaldo as an advertisement to plan this case, you can use the scene of the fans and the court: In a certain game, Ronaldo was violated by the opponent in the attack (commonly known as "undercover"), but the referee was right He showed a yellow card warning, and he stood up and wanted to yell loudly, but couldn't make a noise. At this time, a fan used special stunts to deliver the Jin Nuozi directly to him, and Ronaldinho shouted after eating. In this way, the efficacy of its products will be demonstrated. With "Ronaldo football fans golden throat", this progressive appeal is still acceptable.

Enterprises invite celebrities to advertise, which has its natural advantages. You can use the popularity of celebrities to promote the visibility of goods or businesses. The success or failure is the relationship between the pros and cons of asking celebrities to advertise.

The key to successful advertising is to ask what kind of celebrity, and what kind of creativity the advertiser uses to combine the celebrity and the product organically and reasonably. Its successes are not without precedent. For example, Li Xuejian advertises Diao Yinhuang mouthpieces. "No sound, no matter how good the movie can't be produced." Li Xuejian's actor's career is closely related to the efficacy of the product. Far-fetched. Another example is the advertisement made by Chow Yun Fat for 100 years of shampoo, which effectively linked the name of Chow Yun Fat with the product name.

Celebrities as advertising spokespeople often invisibly improve consumers' awareness of the quality of the brand, and thus enhance the brand image. Conversely, if problems arise when choosing a celebrity, the brand value of a product may plummet, which is unknown. The choice of spokespersons should be based on the long-term plan of brand building. Therefore, when choosing to replace the spokesperson, you should consider the staged goals of brand development, and do not change the spokesperson too frequently, as it is easy to cause communication confusion.

Although advertising uses various forms of artistic expression to achieve its functions of conveying information, guiding consumption, stimulating demand, accelerating circulation, expanding sales, and promoting production and management, the essence of advertising is not art, after all, it is planned by the parties. The means by which various media achieve goods or services or achieve a certain purpose.

Although celebrities' performances in advertisements are not much different from those performed on the stage, screen, or screen, the content they represent is fundamentally different. The characters in the advertisements are not telling stories to their audiences, but they are declaring the characteristics of a certain product or service to the advertising audience, and spreading the true information. It's not just memorizing the lines, but telling the advertiser's promise to the advertising audience through his charm.

As Dong Jingsheng, deputy secretary general of the China Consumers Association, said, the actor appears in the drama. He is a character. On the cast, the audience must be informed who played who, and the celebrities are public figures. They are successful in gaining public recognition in some fields. person. When he or she appears in advertisements, he is actually a citizen, a citizen who is engaged in commercial activities with his own civil rights, for absolute business purposes, and is not an ordinary citizen but a public figure.

As we all know, public figures often lead fashion. When this public figure renders and displays fashionable style with his unique charm in advertisements, and uses moving words to set off and amplify people's longing, the celebrity's popularity can move and infect the audience. His audience will accept it consciously or unintentionally. He recognizes the values.

It was at this time that the attention of celebrities shifted to advertising, and the celebrity effect expanded from advertising to the products promoted by advertising. At this time, if the celebrity is acting and the advertising content is false and untrue, it can hurt consumers.

Advertising operation, do not forget the essential attributes of advertising

However, the credibility crisis of celebrity advertisements that has occurred in the current society shows that our advertising operations are precisely obscuring or forgetting the special attributes and essential requirements of advertisements, and have deliberately or unintentionally over-emphasized the artistic tension of advertisements. Creativity, planning, director, Production and media are all doing advertising while celebrities are doing advertising.

As everyone knows, the market is not a stage, consumers are not theater audiences, but the final referee of the market. Advertisers and advertising companies treat advertisements as dramas, and celebrities use advertisements as dramas. It is destined that the "advertisement dramas" they stage will mislead consumers. When consumers find that they have been deceived, advertisers, advertising operators and the media will inevitably be "lost" and fined "out" in the market, and the image of celebrities will be greatly reduced. Such tragedies have happened in the past and are now being re-enacted. This is a prominent manifestation of the immature advertising market in China.

Celebrities advertising must be responsible for the authenticity of the ads

Qu Jianmin, director of the Advertising Supervision Department of the State Administration for Industry and Commerce, pointed out that when it comes to celebrity advertising, the truth is the life of advertising. The responsibility for the authenticity of advertisements is shared by every element that constitutes the advertisement. Celebrities must also be responsible for the authenticity of the advertisements when they advertise. He also mentioned that advertising is a barometer of the market. The development of the advertising industry is closely related to three conditions: one is the economic status of the country or region, the other is the quality of the advertising industry itself, and the third is the degree of consumer participation. When consumers agree with your ad, the ad will work, and disapproval will be counterproductive. Many mature companies in foreign countries are very cautious when choosing a product spokesperson or a public figure to interpret their product personality. They will fully consider the public figure's standing, moral practice, marital status, cultivation status, and so on. For example, advertisements for household products will never use a celebrity with complicated marital status and weak family concept. Today's problems in our advertising market indicate that our advertising market must be regulated.

Both Qu Jianmin and Dong Jingsheng proposed that under the current advertising market supervision system, it is imperative to strengthen self-discipline before perfecting legislation. If the professional committee of the Advertising Association Advertising Company should pay attention to this issue, formulate and play the role of industry norms, the advertising market will be greatly improved.

A celebrity advertisement registration system should be established

Professor Guan Baoying of Zhongnan University of Economics and Law proposed that a celebrity advertisement registration system should be established to place its advertising activities under the supervision of the registration authority; the organization of celebrities should strengthen restrictions on celebrities 'participation in advertising activities, because celebrities' advertising The problem will inevitably cause reputational damage to the organization it belongs to. For example, the military system in our country stipulates that soldiers and their celebrities cannot advertise; the scope of celebrity advertising campaigns must be restricted; if products related to the healthy growth of young people, celebrities should be restricted from advertising; celebrity advertising campaigns must be restricted For example, celebrities are not allowed to advertise products they do not understand, etc .; the celebrity's responsibility system for false advertising should be sound, and the scope of false advertising should be redefined. Previous false advertisements were limited to a narrow range of product quality that did not match the words of the ad. Advertisers brag about the product's performance, and say that the effect is good without using it. Such untruthful behaviors should also be characterized as false advertisements and held legally responsible. ^[1]