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本文通过3(名人代言人/非名人代言人/无代言人)×2(享乐性产品/功能性产品)的实验设计,全面、系统地探讨了不同代言人代言不同类别的产品对广告本身的可信度所产生的影响以及代言人的种类及产品类别如何匹配才能达到最好的广告效果。结果表明,代言人种类与产品类别的匹配对广告本身的可信度有着较为明显的影响,即非名人代言人在代言实用性产品时,其广告主体的可信度要明显高于名人代言人代言实用性产品。此外,非名人代言人与实用性产品以及名人代言人与享乐性产品的匹配能够更加明显地突出广告的关注点,使受众能够更好地理解广告所要表达的重点,从而有效激发购买意愿。
Through the experimental design of 3 (celebrity endorsers / non-celebrity endorsers / non-endorsers) × 2 (hedonic products / functional products), this article comprehensively and systematically explores the credibility of different types of products endorsed by different endorsers to the advertisement itself The impact of production and the type of spokesman and product categories match in order to achieve the best advertising results. The results show that the matching of the spokesperson types and product categories has obvious influence on the credibility of the advertisement itself. That is to say, when the non-famous spokesperson endorses the practical products, the credibility of the advertisement body is obviously higher than that of the celebrity endorser endorsement product. In addition, the match between non-celebrity endorsers and practical products as well as celebrity endorsers and hedonic products can more clearly highlight the focus of advertising, enabling the audience to better understand the key points of the advertisement and thereby stimulate their buying intentions.