The subtle transformation between "elixir" and "poison" should be a headache for the believers of "star effect", just like entering Zhuge Liang's eight diagrams, when the pole of yang turns into yin and the pole of yin turns into yang, the mystery is extremely difficult to grasp. Recently, some people in the advertising industry wrote that Chris Lee is an "advertising poison" because although many people like her, there may be more people who don't like her. When her advertisement can attract some consumers, it may also cause more people to "stop buying". In order to avoid causing "public outrage", some merchants have removed the products she endorsed, and so on.
I always feel that such a statement is not alarmist or eye-catching. Some media immediately launched a market survey, and ultimately it was impossible to clearly determine the positive or negative impact of Chunchun on the products it endorsed. I am willing to believe this result, which shows that the "star effect" is not as obvious as some people expected. Perhaps, I am an overly rational consumer and often "can't see clearly" who is advertising. I can only focus on the brand, performance, price and other factors of the product itself. Because a star is advertising, it is almost impossible to buy or not to buy.
Advertisers will certainly not stop using stars because of consumers like me. Because advertising is to be done, the star image is good, the expression is professional, it is easier to incite products, giving people a deep impression and goodwill. At the same time, star advertising is a "thing" worth talking about, and it is easy to make news.
It is said that Fan Bingbing was at the airport the other day. Being chased by the "fan" media, he angrily took off and kicked the reporter. This doesn't look like negative news that can involve product advertisements. However, this is an unexpected thing in the world. From the news photos, a "willing heart" can highly recognize that the digital camera shot by Fan Xiao and the reporter at that time was not the A brand she endorsed, but the B brand of A's competitor! As a result, things have changed for the better. The doubts about Fan Xiao's "disloyal" endorsement brand and the rumors that the endorsement brand will change Fan Xiao have gone from online speculation to offline speculation, and the products of brand A have become the center of attention, and even brand B has benefited from it.
The deep development and utilization of "star effect" is amazing! However, will it increase people's purchase of A or B brand products? Or, just another fleeting and lively hype.