A Study On Current Situation Of China's Celebrity Advertisement

With the development of market economy, enterprises are more mature, more and more companies realize that their brands should enter more personality, and the company finds celebrity endorsements to build brands, increases awareness of the process, and gets the real benefits. Celebrity has become a weapon to many enterprises.This paper, from different aspects, probes into current situation and existing problems and prevention measures of the celebrity advertising, but also the current situation of China's celebrity and its analysis and forecasting. I hope this study can promote the development of our celebrity advertising and has some practical significanceCelebrity advertising is like a double-edged sword, the application will play a good immediate effect. Film and television celebrities should be said, is advertising the "second media" which is creative expression of "props" and its function, performance, characteristics of individual or a combination of information passed to the audience. Thus the three television celebrity ad is constituted. When the transmission of information about products which combine the core. The demand for commodities purpose should always be determined, and in the central position, directly or potential, intended or unintended bias are not allowed. Full play the core while leaving the audio-visual media, television features, or to strengthen the image of star temperament are unnecessary.Star advertising is the production of heat and social development as an inevitable phenomenon. It is an embodiment of humanism in our society, but also the field of communication by the one-dimensional "missionary style" to a model of two-way interactive communication, so that the stars and the audience in good faith results in effective communication which is greatest achievement of the hot star advertising. At the same time, in today's radio and print media, fewer and fewer successful advertising star is neither the decline in production levels, nor is the stars own standards of performance and endorsement. But our society development, the people, the audience's taste are improved. When economic market is mature, or when star advertising's role in the community is clearer, the audience and community expectations'comprehension on the star advertising is constantly increasing. So how to "star - Advertising - Branding - the audience" a good connection, entertain and, to achieve multiple benefits, is the letter when we reflect on and solve problems.