The Negative Effects Of Endorsements
INCREASING
How To AVOID The RISK Of The Celebrity Endorsement Advertising？
•Subjectively : Insisting On the Norm of Self-Discipline(规范自律) 1. Strengthening the Quality Management of Enterprise 2. Fixing the Correct Position of Celebrity 3. Improving the Self-Cultivation(自我修养) of Celebrity 4. Enhancing the Self-Right Consciousness(自我权利意识) of Consumer
Sep. 1st
2015
• Spokesman’s Joint Responsibility(连带责任)
<Objective>Perfecting the Legal Regulations & Social Supervision In Detail ——
joint responsibility
Consumer
expose
<Consequently>Work Together
thriving(蒸蒸日上的)
THANKS
for the sake of money
<Subjective>Insisting On the Norm of Self-Discipline Fan Wei : Sincere Apology
false alliance marketing information （虚假联盟营销信息）
Promise： Never Take Any Ads
Melamine(三聚氰胺)
4 dead & 54，000 ill
Arm Yourself With Legal Weapon !
<Objective>Perfecting the Legal Regulations & Social Supervision Government : China's Advertising Law《广告法》& Advertising Regulations《广告管理条例》

fluoride toothpaste(含氟牙膏)
<Subjective>Insisting On the Norm of Self-Discipline Celebrity : Self-Cultivation
social obligation legal regulation public figures (大众人物)
<Subjective>Insisting On the Norm of Self-Discipline Enterprise : Quality Management
opportunistic(投机取巧的) false propaganda(虚假宣传)
NO Quality, NO Marketing !
· PRESENTATION·
On Celebrity Endorsement
Peng Shiyao School of Software
C
elebrity Endorsement
is a form of brand or advertising campaign that involves a well known person using their fame to help promote a product or service.
<Subjective>Insisting On the Norm of Self-Discipline Crest : False Propaganda
the HEAVIEST fine in China yet because of the false advertisement
exaggerated & unrealistic
direct beneficiary (直接受益者)
<Objective>Perfecting the Legal Regulations & Social Supervision Social Citizen : Social Supervision
Advertiser
Celebrity
Supervision & Management System
<Subjective>Insisting On the Norm of Self-Discipline Consumer : Self-Right Consciousness
interests(利益)
false endorsement (虚假代言)
Do Harm the Consumers !
<Subjective>Insisting On the Norm of Self-Discipline San Lu : Milk Powder Incident
OUTLINE
•Objectively : Perfecting the Legal Regulations & Social Supervision
1. Perfecting the Legal Regulation(法律法规) of Advertising 2. Perfecting the Social Supervision(社会监督) of Advertising •Consequently : Work Together