The Study On Structures Of Source Effect Of Celebrity Advertising And Its Work Process

With the development of our socialistic market economy, celebrity advertising is growing into a ripe period from its bud time. During this course, some problems are hard to avoid. To begin our study from the two questions of "what kind of celebrity could make advertising more effective?" and "how does celebrity advertising affect consumers' attitudes toward brand and their purchase intention?", I'd like to put forward some theoretical suggestions for celebrity advertising in our country.Discoveries in this paper:1 From the aspect of source, the factors that influence the effect of celebrity advertising in our country can be described by a four-factor model with a second-order factor. The four factors are moral character factor, attraction factor, in accord with products factor and in accord with acceptors factor in turns. The second-order factor is named as celebrity advertising source effect factor. And the model possesses a firm validity and reliability.2 By testing the different effects that the four factors have on dissimilar demographic variables, founded that:1) The four factors affect people of different ages in a significant different way, they have a stronger impact on young people;2) Such three factors as moral character factor , in accord with products factor and in accord with acceptors factor have a significant different influence on people of different education background, with greater impact on those of higher degrees. However, it is not the case for the attraction factor.3) There are no significant difference for the effects that the four factors have on people of different sex and earnings.3 The process of how celebrity advertising work can be generalized by the Feelings Transfer Model. Consumers' feelings toward a certain celebrity can be transferred to thebrand or products introduced. A man of mark benefits the brand construction. Celebrities contribute to the sale of the products by making consumers have more inclination to purchase the brand or products they introduce.In the end, according to the empirical research, some constructive suggestions are made from the following aspects: celebrity advertising stratagem, choice of celebrity and actualization of celebrity advertising. In addition, a further research plan are made considering the weakness of this paper.