It is more appropriate to describe celebrity endorsement products in two sentences: one loss is all lost, and one glory is all glorious. I think, Degang Guo, who has just become a minor celebrity, is more famous than endorsing a fake diet tea. Although the advertisements of Fuyanjie products endorsed by Fu and his wife are somewhat vulgar, they can make the sales of the products rise steadily, while the Fu and his wife can stay in our memory for a long time. Automobile products also have success or failure cases. Some failures are due to the spokesperson's own problems, but some failures are due to the confusion of manufacturers.

Li, who stood out in the first season of The Voice of China, has always been a high-quality idol in the hearts of most fans. Although he was plagued by infringement and same-sex violence before, his advertising endorsements poured in. On 20 13, Qichen R50X went public and invited four students with good voices, including Li, to speak for it. After the drug abuse incident, all Li's business endorsements may be terminated, but the products and enterprises he endorsed suffered the most.

Perhaps he was carried away by his victory and started his marijuana life after winning eight gold medals. After being exposed by the media, Phelps' business image plummeted. FAW Mazda is the most implicated enterprise in China. Mazda wanted to use Phelps' fame to promote sales in Yi Rui, but Phelps' image had a negative impact on Yi Rui. It seems that manufacturers need to know whether the spokesperson is reliable before looking for an endorsement.

The combination of Liu Xiang and Cadillac CTS is a perfect match. As a result, no one expected that Liu Xiang withdrew from the 1 100-meter hurdles in the 2008 Olympic Games because of a recurrence of his foot injury. As a result, Liu Xiang not only lost, but also two American manufacturers, Nike and Cadillac, fully supported him. On the same day, Cadillac removed all advertisements related to Liu Xiang. Since then, Cadillac has ushered in its first low point in China, and it has not improved until now.

The pros and cons of celebrity endorsement are half and half, and the probability of failure in actual operation is far greater than success. Even famous international enterprises such as Yangshengtang and Chanel have made obvious mistakes. Our domestic enterprises should also use celebrity endorsements with caution! The essence of celebrity endorsement is to use the halo effect of stars, that is, to create a famous, beloved, respected and authoritative one. ...