Research On Ethical Issues Of Celebrity Endorsement Advertising

Today’s market competition is particularly fierce, popularity and awareness of theproduct is largely rely on advertising, and celebrities for its extensive and profoundinfluence to get the favor of the advertisers, then hire celebrity endorsement advertisinghas become a winning edge tool of enterprise brand competition. However, celebrityendorsement advertising appears some problems in recent years. Advertising ethics ismissing frequently, celebrity endorsement ads unwittingly into use erroneous zone. Soon the condition that splendid development in advertising industry and advertisingethical concern of era, the celebrity endorsement advertising ethics has importantrealistic and theoretical significance.The essay is based on the social hot issues that celebrity endorsement. Firstly,interpreting the related concepts and the ethical significance of celebrity endorsementadvertising. Secondly, describing the celebrities in the advertising ethics problems in theadvertising activities, such as representing inferior and false advertising, genderdiscrimination tendency, lacking of moral duty and social trust crisis. The celebrity wasbeen regarded as usury light righteousness, consumer ego to protect consciousness andconsciousness is weak, the absence of relevant legal system, the advertising supervisionand management system is imperfect and industry self-discipline mechanism relatedconstruction lag is a celebrity in sponsorship activities such as the main reason for thelack of moral. Finally, the paper analyzing the celebrities in sponsorship activitiesshould set the value of the target and follow the ethical principles, and proposing toestablish related self-discipline and heteronomy mechanism a series of suggestions andmeasures to standardize the action of celebrity endorsement in advertising activities.The paper from the perspective of economic ethics, attempts to build an effectiveaffirmative, and the research can further expand and deepen the visual field of the ethicsof the advertising and depth, and commanded the content of the research of ethics of theadvertisement, promote the study of the ethics construction of socialist market economy situation. From the point of reality view, research about celebrity endorsementadvertising ethical issues provides ethical principles and norms for celebrityendorsement advertising activity, guides to adjust its behaviors, can promote theconstruction of socialist culture with Chinese characteristics and the construction of aharmonious society.