In our day and age, we are able to have a sight of ads whenever we open the TV or the magazine. Ad is one of the most common ways in the promotion of the goods. For just the same product, there might be a quantity of spokespersons. On the contrary, a public figure might as well undertake the promotion of a chain of goods. In order to have a better discussion on the celebrity effect, we have to make a definition of it. Then what is the meaning of the term? The full exploitation of the public figure's fame and charm in the public in order to make better the public image of the goods is called the celebrity effect. The use of illustrious person in the ad possibly will draw the folks' interest to the products and stimulate them to have a go. When the tactic is made use of to the largest extent, both sides are able to get benefits from it respectively. It is a double-win tactic for both sides. Yet, with the change of the celebrity's image in the public, the outlook of the goods will go ups and downs correspondingly. So to speak, the use of famous person in ad might have harmful effect on the products as well.

Here are a few unpleasant effects of the celebrity effect. First, the image of products could be diluted by the aura of the big figure. A report by an American scholar said that the individuals could have a better appreciation of the the quality of products when with no involvement of the big shot. And things will turn out to be worse when there is no necessary connection between the famous person and the goods.

The second one is that the image or personality of the big figure can not match that of the products. Or we can say that they are of totally different style. If the products and the public figure can not go with harmoniously, then the confidence crisis will come to the products. The common people are apt to regard the promotion as a fake one. And the outcome definitely will do harm not only to the goods but also to the spokesperson.

The third one is that if a certain product takes a celebrity as its spokesperson, it will have to go through the sunny and rainy days with the celeb mutually. Of course, if the celebrity is on his or her golden day, the products will share the sunshine with them as well. But when things come to the contrary side, the image of the goods will suffer a great loss. As no one can make sure that the celebrity can maintain a promising figure forever, the strategy can not make a hit at all times. So to speak, it is a strategy that needs thorough and thorough consideration. The following is an instance of Asics. The year 1985 is a significant turning point for the trade name due to its cooperation with Michael Jordan. It was so victorious that both parts had gained a great benefits from it. But the cooperation between the brand name and Tiger Woods, the master in golf seem to be not so hopeful due to the exposure of the giant's scandal.