Research On The Celebrity Effect In Micro-film Advertising

Micro-film advertising is a new form of advertising which emphasizes on the story. Therefore, this paper is written in order to confirm that whether celebrity endorsement still works in this kind of advertising,and whether hiring a celebrity as the spokesperson guarantees a better advertising effect. A controlled experiment was conducted,and the data from it was processed using SPSS analysis software, the main findings are as the following:In the plot-oriented micro-film advertising, celebrity effect still exists:A celebrity spokesperson earns more trust and affection than a ordinary one, and stimulates the audience to produce better advertising attitude, brand attitude and behavior, which leads to better advertising effectiveness.In a micro film advertising, celebrity advertising effect is influenced by multiple factors, including celebrity spokespeople’s characteristics (attractiveness, professionalism and trustworthiness);the degree of consistency of the celebrity spokesperson and the product brand personality; product factor involvement degree and nationality of the representatives etc.These results confirmed the research achievements of the predecessors.In addition to the factors that has been summaried in the previous studies,this paper also found that the production standard of the micro film advertising itself, the audience’s original attitude towards the celebrity spokespeople and brand impact the advertising effect,too.Based on the conclusions of this paper, a few suggestions are put forward for the micro-movie advertisers, in the hope of providing some reference for them.