Consumers are greatly influenced by advertisements, which are misleading to consumers. Perhaps some advertisements are not deceptive, but the actual use effect or product performance may be exaggerated. For example, a kind of gold jewelry in TV shopping advertisements says that it is not profitable for 500 yuan to buy one set for free and sell it at a low price, but this is simply impossible, because from the perspective of economics, the fundamental purpose of an enterprise is to make a profit, and no one will be stupid enough to spend a lot of money on an advertisement and be willing to make some money or give the profit to others. The essence of the gold jewelry advertisement mentioned above is that 500 yuan buys two sets, which is a forced sale in disguise. The so-called gold is only gilded, not pure gold as we generally understand it. In this way, many advertisements entice some careless consumers to fall for it. Although the influence of advertisements on consumers is inevitable, we should keep our eyes open and pay close attention to every tiny piece of information in advertisements so as not to harm our rights and interests.

First of all, star advertising harms the interests of consumers. Obviously, there are two major problems in advertising. First of all, it exaggerates and induces consumers to become advocates of illegal enterprises. For example, the (real name abbreviated) "sending children to heaven" of the two stars has caused great harm to the deceived families, which is not harmonious with our current construction of a harmonious society! Secondly, increasing the cost input and increasing the burden on consumers, merchants spend a lot of money and invite celebrities to endorse advertisements, which invisibly increases the cost input. Wool comes from sheep, and the huge cost of its support will inevitably be passed on to consumers. Everyone heard about it. At present, the endorsement fees of various stars are five, six or even eight figures. How to treat the five-digit, six-digit or even eight-digit RMB?

Secondly, star advertising is not conducive to businesses to shape their brands. Ma Mochao, an expert from the Institute of Economic Psychology, Chinese Academy of Sciences, pointed out: "Celebrity effect is not omnipotent, and there will be many marketing risks if it is not properly operated." Looking at many existing enterprises, there are many problems in asking celebrities to speak for them. First, celebrity endorsement and brand image are misplaced, which reduces consumers' trust in the brand and dilutes the advertising benefits. For example, Jin Sang Zi takes Ronaldo, the world footballer, as the brand spokesperson, and Na Ying acts as the agent of Xizhilang CC Jelly. And the merchant does not test whether the virtual star meets the product connotation at all. I only care about how famous and popular the stars are, and the disharmony between brands and spokespersons has brought the word funny to consumers. Secondly, the stars are talking about the value of products. After Andy Lau advertised Hecheng Bathroom, people paid more attention to the stars than the toilets he recommended. Third, the star's personal behavior affects the brand image. The so-called city gate fire, the fish in the pool, the celebrity moral crime scandal, the brand image devaluation. For example, Pepsi has used Madonna, Tai Sen and mcpherson as spokespersons, which has caused a lot of trouble.

Of course, advertisements are tempting. He can introduce the introduced items to the point where they are genuine. For example, clothes and quilts and many unusual things can cure diseases. If so, why is the hospital still open? Then hospitals all over the world might as well become medical supplies stores directly! The second is to use stars or celebrities to speak for themselves. At this time, people will feel that even the stars think this thing is good, so it won't be bad. Especially in recent years, many adults or children like idolization. When they see their favorite stars, they can't wait to buy endorsements. Then I solemnly tell you that according to the survey, 90% of celebrity endorsements are made by secretly taking pictures of celebrities!

Degang Guo Tibetan rice brand oil

A famous party-CCTV "3 15" party broke out an advertisement for slimming tea, which was suspected to be false. Degang Guo, a well-known grassroots crosstalk performer who spoke for products, was caught in the whirlpool of public opinion for a time, and the advertisements of celebrity endorsement products once again became the focus of attention.

The "3 15" party revealed that the product endorsed by Degang Guo had nothing to do with Tibetan tea after expert appraisal, and the trademark used by the product was being accepted and had not been approved. This product is re-listed after its old product was renamed, which is an unauthorized violation. The party also broadcast the original voice of a TV advertisement for this product: "Teacher Guo, this time you speak for someone, do you dare to take responsibility for your actions?" "Of course I dare. This is a personal safety issue and cannot be taken lightly. "

Tang Guoqiang advertises for Xinxing Hospital.

Emerging hospitals are now well known. The reason why it is famous is its overwhelming TV advertisements. In the advertisement, Tang Guoqiang, a famous actor, pushes a new hospital which claims to be able to treat infertility. Emerging hospitals were investigated by Haidian District Administration for Industry and Commerce for alleged false advertisements, so Tang Guoqiang's credibility was naturally strongly questioned by the public.

2. Shi Lan advertises for Freckle Removing Magic Freckle Removing Liquid.

The TV advertisement made by Shi Lan, a movie star, for the magic freckle removing liquid was repeatedly played on TV stations, and finally it became almost a household name. Due to the alleged false advertisement, the advertisement of this product was finally stopped. As a matter of fact, the audience questioned Shi Lan's advertisement long before it stopped broadcasting. We don't remember so many spots on the charming Shi Lan's face in the past. Besides, the spots on her face seem to have been beaten black and blue. This makeup technique is a bit too fake, and no one believes it.

3. Carina Lau supports "SK-II"

Carina Lau has always enjoyed a good reputation among the audience, but her reputation has plummeted because of her endorsement of SK-II cosmetics. The cosmetic was found to contain prohibited substances by the General Administration of Quality Supervision, Inspection and Quarantine, which seriously affected the public image of Carina Lau. Not only that, Carina Lau was also sued by consumers.

4. Xu Fan endorsed the Angel Beauty Capsule.

Xu Fan once spoke with many actresses about Angel Beauty Beauty Capsule. Because Xu Fan has performed well for many years, the audience has great trust in her. However, the product she endorsed was investigated and dealt with locally in Sichuan for allegedly false advertisements. This news surprised many viewers and aggravated their doubts about the credibility of the stars.