1, which will shift the audience's attention to the stars to the products and improve the brand's attention and popularity.

2. Take advantage of the audience's love for celebrities to produce empathy effect of love me, love my dog and increase brand preference.

3. Strengthen the personality/image of products and brands through the personality/image charm of celebrities.

But in reality, few successful star advertisements make full use of the advantages of celebrity endorsement and combine with the brand strategy of the enterprise itself. There are only a handful of classic star advertisements like Jackie Chan-Little Overlord, Tai Fang-Kitchenware and Liu Xiang-Nike.

In order to give full play to the effect of celebrity endorsement advertising, enterprises must face and cross the six risks brought by celebrity endorsement at the same time.

1, the choice of celebrity spokespersons judges the risk.

When using celebrity advertising endorsement, the personality/image of the selected celebrity must be highly consistent with the personality/image of the brand and product. However, people have different views on the personality/image of stars. If there is no objective and rigorous investigation among target customers, enterprises will often make wrong judgments and choices about the personality/image of stars because of irrational factors such as the personal preferences of decision makers.

It is very problematic for Yangshengtang, which is good at advertising planning, to use Li Yingai's celebrity endorsement for the first time. Yangshengtang thinks that Li Yingai personally represents "beauty, goodness and elegance as tea", but Li Yingai is widely recognized as the personality image of "smart, hardworking, enterprising and not afraid of setbacks" in inspirational plays. Movie stars are different from singers/sports stars, and most of their personality images come from the screen. Can the great achievement of "being smart, hardworking, enterprising and not afraid of setbacks" represent the brand personality of Nongfu Camellia?

Lively and funny entertainment star He Jiong (although his other identity is a university teacher, how many people know? ) endorsement of e- 100% learning machine obviously violates the essential attribute of "earnest, diligent and learning first" implied in the learning machine product itself. How many parents who want to succeed are willing to buy it?

Even more surprising, Chanel, a famous luxury brand, chose CoCo Lee as its advertising spokesperson. Chanel brand stands for "elegance", while CoCo Lee's personality image is "vitality, sexiness and boldness", which are not related. This can get the voice of a senior lady in Hong Kong?

Even famous companies such as Yangshengtang and Chanel, which are very familiar with brand/advertising operations, will misjudge the choice of celebrity spokespersons. As for domestic companies that don't even know the brand personality of their products or even have a positioning, they are more choices.