According to social psychology,imitation is one of the ways we "learn"(socially and informally）from each other. However, in our daily life,the products we buy sometimes mainly depends on the "celebrity effect".We often hear many parents telling their children that:"Yao Ming drinks the xx milk and he is very tall，so we should buy this milk." It is not rare to see such phenomenons around us and most people share the similar experience. That is why businesses are willing to spend plenty of money on celebrities to make ads for their products.I think this is the best examples of the "celebrity effect". We can see the movie stars or sports stars endorsing products on TV and other medias.
Nowadays celebrity endorsements commodities advertising in recent years more and more common, but also the increasing number of celebrities engaging in false advertisements.
This is the bad side of the celebrity effect that can mislead consumers. However, consumers should be rational to the this effect, never be blind to follow the "live model".
historical point. Got You !
回复删除thanks！
删除Get your point. Imitation, without any doubt, could be regarded as one of the human's intrinsic traits, and the "celebrity effect" you mentioned, if applied improperly without any corresponding control, could also act in a detrimental way against social morality.
回复删除Modeling indeed has great influence on customers, especially to the fans of a star who play a role in the advertisement. But sometimes modeling has negative effects when advertisements are of low quality. I still remember that the famous footballer Ronaldo once played in a TV ads of a Chinese brand throat lozenges, the video shot received bad reviews and the product didn't sell well for a long time.
回复删除Yeah,so it is really necessary and urgent to set the laws to control this phenomenon.
删除Aha, interesting point. Celebrity effect has both advantages and disadvantages. Nowadays, the speed of information propagation has exceeded our imagination. The social psychology-modeling is the key factor of celebrity effect, and I think with the development of laws, the disadvantages would be reduced.
回复删除However, you know that it will meet many difficult to develop the laws since there existing huge profits behind it.
删除You used very good examples to illustrate the "celebrity effect" to us. I have never thought about use the social psychology tought in the class to explain this point.
回复删除That's true and I'm really tired of some junk ads. And I'll say it's a little pity for some 'stars' to make some cheap, or even bad ads. For example, there are two 'stars' who got a bad reputation for their cheap, or bad ads.
回复删除The first one, also the most famous one, is Jackie Chen, or Cheng Long in Mandarin. According to an interesting statistics, almost all his ads turns out bad, or even doing harm to people(like SiNian, a kind of food; or like BaWang, a kind of shampoo). Others maybe haven't turned out such bad, but the company closed down later on ... So in my mind, such 'stars' can too easily sell out their image without paying responsibility.
The second one, is Andy Law, or Liu Dehua in Mandarin. Although ranking in the most famous four stars in Hong Kong (though that ranking was just thanks to a magazine's joke after Leslie Chueng's resigning), I can frequently see his image combined with some low quality or small brand products. For example, Jinli, a new band in mainland China making telephone, and looking a little inferior. For another example, I have ever seen his image in a big trousers storage, for a not known brand. I was even a little confused at that time, does he, an almost most famous star, really need to do such cheap work? I was a little pity for him.
So a last I'll say my most admired personality. You may all know Leslie Chueng, the most admired personality in Hong Kong, also the star who ranks No.1 in public vote both in 1989 and 2000, and even ranks No.1 in the public vote about ' What do HKers love HK best for', which was held in 2010, 7 years after his passing away... I can't use one or two sentences to describe his achievement and I only want to say his is a most famous star, who can have the most invitation to make ads for most famous brands. In fact, many famous brands have invited him including Dunhill. But he has only made four ads, and three of them was made when he was only a little star, not so famous to effect so many people's mind. And the last ad, also the most famous ad he made was Pepsi. He is the first Asian image ambassador of Pepsi. That happened in 1988. So the coming over ten years he had made no ad. He said in need to find a brand which can persuade him which its both quality and brand.
Also, his price is high enough, not a small brand like BaWang or JinLi can afford...
Haha, it’s funny of your blog that you set Yao Ming as an example of the milk advertisement but you post the picture which shows Liu Xiang is drinking milk. Thank you for your three types of model, and it’s apparent we have much to say about the live model. This is a very common phenomenon that stars don’t choose the advertisement task as long as the reward is high enough. Thus, I think the celebrity really should be responsible to avoid the false advertisement and at the same time, we should never be blind to follow the “live model”, we should establish a right view on advertisement and buy things we really need but not because the person who is the spokesman of them.
回复删除thanks for your sharing. there is no doubt that model has a great influence on customers. you just use the social psychology to explain this fact. "Here this phenomenon called "celebrity effect"can be explained by the social psychology----modeling". The example Yao min help us better understand the modeling effect.
回复删除Your sharing point is great~ Celebrity effect could bring a bad impact on social life. As a few days ago a famous people post a weibo that later have been verified as a rumor, this kind of bad effect have caused a lot misleading. Therefore, we should supervise it.
回复删除Actually, I still cannot make sense of why they follow their star with such passion.. Maybe I'm something of too rational..
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