Celebrity Advertising Effect Of "Social Dramatic Theory" Interpretation

Celebrity Advertising is a product of China's reform and opening up, is the crystallization of people's minds change, the necessary means of promoting and satisfying consumer's demand .The socialist market economic needs and calls for celebrity advertising. Along with China's socialist market economic development, celebrity advertising experience from infancy to maturity. In this process, there are some inevitably problems. The academia and industry is concerned about the effect of celebrity advertising, it has been run through celebrity advertising research from start to finish.At present, China's advertising celebrity is in the conflict: large-scale prevalence of celebrity advertising, but it did not achieve the desired effect of advertising. Study the effectiveness of celebrity advertising , we found that: communication;economic efficiency;social effeciency are poor results.Accordingly, this thesis attempts to expanse some innovative, with a view to gaining valuable conclusions.Different from the past, the industry and the theoretical circle discusse the effect of celebrity advertising always in multi-communication, psychology perspective in the current, I believe that celebrity advertising itself as a social activity, in the sociological view to study more practical and the more feasibile. Therefore, from the sociologist's "Social Dramatic Theory" to study the effects of celebrity advertising , and to form a new perspective, so as to provide effective protection for celebrity advertising. I hope that these attempts can make the celebrity advertising achieve economic and social benefits interaction.