通过运用画面、人物、文案、声响、色彩等要素塑造出鲜明生动的广告商品形象,引起受众注意,并使之产生兴趣,提高广告的诉求认知效果,最终促成购买行为,是现代市场营销的重要促销手段之一。纵观各类商业广告的表现手法,明星广告无疑是一支“劲旅”。不可否认,广告中的明星形象及其成功的表演,具有一定的促销价值和审美价值。一、明星广告对现代市场营销的重要作用。所谓明星广告,即是启用人们喜爱的明星进行广告表现,以期打动受众、影响受众,从而使受众产生对广告商品的注意、兴趣,甚至形成购买欲望 Through the use of the screen, characters, copywriting, sound, color and other elements to create a vivid advertising image of the product to attract the attention of the audience and make it interesting to improve the appeal of the advertising effect, and ultimately promote the purchase behavior is the modern marketing One of the important promotions. Throughout the performance of various types of commercial advertising practices, the star is undoubtedly a “advertising brigade ”. Admittedly, the star image in advertising and its successful performance have certain promotional value and aesthetic value. First, the star advertising on modern marketing an important role. The so-called star ads, that is, to enable people’s favorite celebrity advertising performance, with a view to impress the audience, affecting the audience, so that the audience produce advertising products of interest, interest and even the formation of desire to buy