名人广告效果的影响因素及其理论探讨

The Influencing Factors and the Theoretical Discussion of the Communication Effect of Celebrity Advertising

名人广告是通过将产品品牌与名人形象或声誉相联系而期望提升产品附加值的广告,这是现代广告中最为常见的诉求方式之一。现有研究发现,名人广告的传播效果明显受到来自名人自身的特点、产品与广告特点、受众状态、及广告播放环境等诸多因素的影响。学者们利用参照群体模型、联想学习理论、4"Fs"模型等对名人广告效应进行理论解释。但现有研究也依然存在一些问题,如影响来源有待扩展、研究方法有待创新、生态效度偏低等。

Celebrity advertising, as one of the most ordinary modes of advertising appeal at the present time, is an advertising that is expected to add value to the target product by associating celebrity image or reputation with the brand. It is found that the communication effects of celebrity advertising are obviously under the influences of many factors such as the traits of celebrity, the state of audience, the characteristics of products and advertisements, and the context of advertisement. Researchers had put forward some theories on celebrity advertising, for example, the Four ＂Fs＂, the Model of Aspirational Reference Group, and the Associative Learning Theory. After a review of some relevant researches, a systematic discussion was provided about the problems that should receive consideration： The external validity was a lower, research methods should be innovated, and more factors influencing the communication effects of celebrity advertising needed to be studied.