Discuss the advantages and risks of celebrity advertising, as well as ways to avoid them.

One: The trend of celebrity advertising:

1. Shift the audience's attention to celebrities to the product, and improve product attention and popularity: From the current point of view, the role of celebrity advertising in the promotion of products is one of its most important functions. Celebrities attract the attention of the audience through their own wide popularity, and use the psychology of people to like celebrities, worship celebrities, and imitate celebrities to attract advertising audiences.

2. Use the audience's love for celebrities to make consumers love the house and Wu, and increase the preference of the brand: Many consumers choose the product because of their love for the celebrity endorsement, which is another important role of celebrity advertising, which affects consumers' concepts and behaviors.

3. Strengthen the brand image through the image charm of celebrities, thereby effectively increasing the credibility and reputation of the brand: due to the special status and rich living standards of celebrities, their daily necessities are naturally defined as high-end consumer goods, so as to enhance the credibility and reputation of the product.

Two: Disadvantages of celebrity advertising:

1. Because celebrities have a high eye-catching rate, they often distract people's attention from advertising products and are easy to dominate, The survey results found that in celebrity advertising, 82% remember the image of celebrities, 49% remember the brand name of the product, and 45% remember the image of the product incorrectly or confuse the product. The data shows that consumers are more likely to remember the personal image of celebrities and ignore the product itself.

2. If the celebrity does not have any intrinsic or obvious connection with the advertising product, it will form a far-fetched and untrustworthy feeling, and some companies will often find some celebrities who have nothing to do with it to endorse, which makes the credibility and influence of celebrity advertising decline.

3. The bad image of celebrities affects enterprises: the personal image of celebrities is uneven, and once their social reputation is bad, it may affect products, so it is very important for businesses to choose the right celebrity, otherwise there may be hidden dangers.

4. Celebrity advertising is easy to put the cart before the horse, the quality of advertising is unsatisfactory, and the advertising content lacks novelty: Celebrity advertising focuses on celebrities, and does not pay much attention to the creativity of advertising, and the quality of advertising is likely to be low.

5. Every celebrity has likes and haters, therefore, celebrity advertising may also lead to some consumers who hate the celebrity and are reluctant to choose the brand.

Ways to avoid risk:

1: Celebrity endorsement advertising should be carried out on the basis of the entire brand strategy, and colleagues should consider the cost and benefit.

2: Build a celebrity advertising index evaluation system, and find a suitable celebrity spokesperson through market research.

3: Enhance advertising creativity to make consumers happy.

4: Establish a prognosis plan for celebrity endorsements to prevent the risks caused by the problems of the celebrity handlers themselves to the endorsement brand.

5. Improve the awareness of risk management and enhance the ability to respond to emergencies.

It can increase the visibility and trust of the product. Problems with celebrities can also affect product sales.

First of all, from the perspective of the relationship between celebrities and goods, there are two aspects:

1) The celebrity's place in the hearts of the audience. That is, the familiarity and liking of the audience have a greater impact on the advertising effect.

2) Consistency between celebrities and merchandise. If there is a high consistency between celebrities and commodities, there will be a positive effect of celebrities; Poor or no consistency can lead to a negative effect on celebrities, i.e., not as effective as ads without celebrities. Secondly, from the perspective of celebrity attractiveness, generally speaking, beautiful celebrities recommend products related to attractiveness, which will enhance consumers' liking and trust in celebrities.

Research shows that the attractiveness of ad sources does affect the audience's attention and liking of ads, but this positive emotion does not translate into purchase behavior, or even purchase intent. Thirdly, from the perspective of the audience's psychology, whether the audience believes that the celebrity uses the advertised product has a great impact on the advertising effect. It is inferred that the trust degree of celebrities using the products in the advertisement is the psychological mechanism of mediating the effect of celebrity advertising.

It's not uncommon for the same celebrity to advertise multiple products. Research confirms that as the number of celebrity recommendations increases, so does consumer trust, likeability, and advertising attitudes toward celebrities.