所谓“证人广告”,是指广告者或广告制作者利用专家的权威或名人(包括文体明星)的“名人效应”,让他们出具鉴定结论或现身说法,从而以证人、证言的形式所制作的商业广告。证人广告的核心在于证人及其证言的权威性和可信性。 正因为专家的权威性和名人被崇拜、被模仿、被追逐的效应,证人广告具有一些其它类型的广告所不具有的优越性。因此在我国,证人广告被使用得越来越广 The so-called “witness advertisements” refers to the use of expert authority or celebrity (including celebrity celebrity) celebrity effects by advertisers or advertising creators to allow them to produce appraisal conclusions or appearances, thus creating business in the form of witnesses and testimonies. advertising. The core of witness advertising lies in the authority and credibility of witnesses and their testimonies. Because of the authority of the experts and the celebrity’s worship, imitation, and chasing effects, witness advertisements have advantages that some other types of advertisements do not have. So in China, witness advertisements are used more and more widely