Viewing the celebrity promotion strategy from the beauty air conditioner advertisement

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In order to promote their products, "beauty" air-conditioning in CCTV broadcast two ads. The first advertisement is to invite Hong Kong star Tang. On TV, a young female secretary was installing air-conditioning for the manager, and the Tang manager asked the female secretary through cellular phone: "Is the air-conditioning ready?"

The female secretary replied, "Yes!" The manager of the soup asked again, "what brand?" The female secretary replied: "Of course, the ' air conditioner ' of the United States," said the manager of the soup: "Great!" Beautiful "air conditioner. The second advertisement is to ask Gong Li to act, Gong Li wears gorgeous and elegant. 娉娉 Tingting walked the meter, slowly sat down, first soft to the audience, finally smile. At this time, Narrator: "' Beauty ' air conditioner??"

As we all know, the core of advertising is the promotion of goods, the performance of goods, quality and other introduced to the audience, stimulate the consumer desire to buy, to achieve psychological identity. Based on this propaganda principle, we analyze the effect of two advertisements of "Beauty" air conditioner.

The first ad is a brief conversation between the manager and the Secretary. Concise Introduction to the audience "beautiful" air conditioning is a first-class commodity, in particular, the female Secretary: "Of course, the ' Beauty ' air conditioner!" The manager followed the phrase: "Great!??" Played a role in the finishing touches. The "Beautiful" air conditioning in many air-conditioning products in the status of display, played an advertising effect. The second advertisement is guilty of "distracting" the big taboo. Gong Li "Graceful, beautiful eyes" become the center of advertising, plus a gong Li in the entire advertising theme. Although there is a small air-conditioning in the television screen, plus the TV ads at the end of a narration, but the product has not been the attention of people. As a result, the second advertisement was "beautiful" air conditioner to advertise Gong Li, not Gong Li to publicize the "beautiful" air conditioner. This shows that advertising first to use a limited time, concise introduction of the characteristics of goods. Let the audience (consumers) understand the goods, second, to consider the "celebrity".