Celebrity Advertising Effect Factor Study

With the development of advertisement theory and application, an increasing number of Chinese companies are inviting entertainment and sports celebrities to publicize their products or brands. However, the effectiveness of these ads is doubtful. Some ads invites celebrities whose image differs greatly from the image of the product; some ads leave people deep impression about the celebrity but not the product; and some ads use celebrities who involves in scandals……. These phenomena are due to the lack of understanding of celebrity ads. People usually put more emphasis on the inviting well-known figures, but ignores the other important issues. The paper analyzes these phenomenon and 4 factors of celebrity ads, including attractiveness, specialty, trustworthiness and consistency, and put forward the theory that these factors should be closely related to product features and market characteristics. Companies should design celebrity ads according to these features and characteristics, which have great impact on the importance of the 4 factors. Finally, the paper analyzes the wrong use of celebrity ads in China.The paper takes examples of successful and failed ads in both China and abroad, to conduct researches on the formation, theories, and practices of celebrity ads. It gives a model of designing celebrity ads, and provides suggestions for its use in China.