20世纪90年代以来名人广告效果的研究进展

Development of Research on the Effectiveness of Celebrity Advertising Since 1990s

从影响因素和心理作用机制两方面系统回顾了20世纪90年代以来国内外名人广告效果的研究进展,指出国内外关于名人可信度结构的研究结果存在文化差异,品德因素是影响中国名人可信度和名人广告效果的重要因素;名人与产品的关系对名人广告效果的研究成为当前广告心理学的研究热点。

Review the development of research on the effectiveness of celebrity advertising from two aspects： influencing factors and psychological mechanism. The article points out the cultural difference in the factors of celebrity endorser＇s credibility. Moral character is an important factor influencing celebrity endorser＇s credibility and the effectiveness of advertising in China. The relationship between the celebrity and the product endorsed on the celebrity is one of the most ongoing questions in the study of advertising.