The Empirical Study Of Cognition Effects On Endorser And Product In Television Advertisement

Celebrity advertising is an important part of advertising market, advertisers use celebrity popularity and the special symbol that celebrities learned through career to help to expand the product's reputation or performance the product's personality. According meaning migration theory, the role of celebrity advertising's is that the audience can associate a product through see it's endorser. But in the current advertising market, it is increasingly common that the same celebrities appear in multiple product advertising, the audience may be able to see celebrities but do not think his endorsement of the product, so that the celebrity meaning dose not successfully migrate to above products.The research problem of this paper is that how the number of celebrity endorsements affect the cognitive of the product. This paper bases on communication theory and the theory of advertising, use advertising source model and significance migration model,makes an literature analysis to find other relevant factors affecting advertising effectiveness, and then uses the questionnaire and experiment experimental study to exam the relevant factors, finally, obtained experimental results by using excel and spss19.0 analysis experimental data, including descriptive statistics, comparison of means, ANOVA and correlation analysis.The study found: first, for a variety of products at the same celebrity endorsements, the strong influence of celebrity will weaken the cognitive effects of the product; second, under the strong influence of the celebrity, the product involvement degree does not affect of the audience cognitive effects of the product; third, when the same celebrity endorsement for a variety of products, the audience perception of existing brands will not affect the audience's perception of the product effect. The first one confirmed the strong influence of celebrity will fail the advertising; the second one confirmed that under the strong influence of celebrity, the product involvement degree does not affect the audience cognitive effects of the product; the third one confirmed that when a celebrity endorsement for a variety of products, the audience has the brand awareness of the product does not affect the audience's perception of the product effect. The first result confirmed that the strong influence of celebrity can fail the advertising, the another two results explains that how the product involvement degree and the audiences' brand awareness effect advertising, all of those describe the existing problems of celebrity advertising.