Multidimensional View Of Celebrity-based Advertising In China

In the conformity marketing dissemination time, enterprise and the product under homogenization summons more effective advertising form. Meanwhile, under the mass culture background, more and more entertaining media and the audiences raise the upsurge of star producing and pursuing. Therefore, the combination of star and advertisement becomes one of the powerful ways of eliminating consumers'advertising psychology barriers. But many enterprises got lost in imitation and the economical risk of celebrity-based advertising is rising. Phenomena of normal deviation, like false drumbeating and savors, which occur together with it lead celebrity-based advertising into one of those social problems which requires more attention.Celebrity-based advertisements are getting more and more attention in academic fields, because of its latent economical risks and ethical questions. But some of previous research limited on certain angles without a whole picture and simultaneously more theoretical support are required for their application on practice stratification. Hence, more systematic research is in the need.In view of its urgent practical and theoretical significance, the current paper examines the topic from three aspects, psychology, dissemination and ethics, aiming to utilize the research results in practical aspects of celebrity-based advertising, such as design, creativity, issuance, supervising and managing.Findings of research indicated that the success of celebrity-based advertising mainly comes from star worships and idol–oriented consuming under mass culture background. But due to interrelationship among stars, products and advertising, not all celebrity-based advertisements can achieve the anticipated dissemination effect. In the environment of conformity marketing dissemination, the celebrity-based advertising must obey enterprises'brand strategies and marketing goals, and conformed well to other marketing promotion factors. Meanwhile unceasing form innovation is in need as well. Only by all these effort can advertisements attract consumers'attention and succeed to win the purchase.As a result of stars'publicity effect and the sociality of advertisement, the celebrity-based advertising should take responsibility in social system construction and guidance of populace life style. The pretence of ethics and questionable content of using sex and greed have become the norm. The combining of heteronomy methods, economic law and moral autonomy can be used to unify and to treat the symptoms and the causes of celebrity-based advertising.