| Celebrity advertisement flooded in the audience nowadays. To invite celebrities to join in the advertisements has become one of the common persuasive ways in the advertising circles. Academic and business circles are interested in Celebrity advertisement. But study in celebrity advertisement is not systematic and theoretical, and it needs reasonable theoretical structure to reconsider. Due to the inherent persuasiveness of advertisement, it is a good way to understand celebrity advertisement from the perspective of persuasive communication.This thesis tries to introduce persuasive communication to the study of celebrity advertisement. At the beginning, the author summarizes the history of communication and organizes the important theory and study result. The third part introduces the SMCR mode to analyze the source, destination, information and passage of celebrity advertisement communication based on the persuasive theory. It focuses on the course of advertisement persuasive happening and the conditions and mode of it. The persuasive principle which can refer in practice is summarized. These principles don't want to be a universal one; they are not the dogma used in celebrity advertisement but the principles can be consulted. The fourth chapter discusses the persuasive responsibility which targeted at the moral and law problems occurring in celebrity advertisement. The author summarizes the responsibility norm which celebrity advertisement should abide by. |
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