ANALYSIS ON THE STARSENDORSEMENT ADVERTISING
Abstract：In recent years, celebrities now like a wind quickly blew through the river north and south. Various types of stars compete to appear, usually cry out against ribs. An eye-catching boom of advertising, "star fever” is becoming fashionable. Not only do the companies sell the product, but also the society has been developed. However, the flooding must be a disaster , flash floods are bound to burst. Although advertising is in the halo of stars, under the mapping and the shine of "Starlight" it also appears something not to be commendable, such as false advertising, star love affairs, fooling the audience and so on, which brought painful lessons to the enterprise and also provoked trouble and sorrow to stars as well as inconvenience to the consumers. Therefore, how to make the advantages of star endorsements to perfectness, we must have a better understanding of the problems in advertising endorsements so as to strengthen the management of enterprises, the supervision of the quality of the stars themselves and the improvement of the domestic legal system. Only take these measures effectively can the star advertising industry in China be encouraged to further development.
Key words：stars endorsement advertising ，advertising，analysis，manage
