试论中国明星广告与受众媒介素养问题

明星做广告代言人在中国的广告界成为一种流行的现象。它不仅活跃了沉寂的中国广告界,而且肯定了受众在消费活动中的积极性与主动性。但是近几年明星代言产品所引发的法律纠纷让中国民众对明星广告的真实性与可信度产生了质疑。但令人困惑的是,在中国掀起巨大风波的明星广告,至今依然以牛市的姿态涌现,这便迫使人们认真地去思考一些问题。本文就广告信息中的两个主体：作为传播者的明星与作为消费者的受众,以及他们的传播意识与消费意识进行一定的探究,而关注与评价的焦点主要锁定在消费者及其消费意识方面。

A Study of the Problems between Celebrity Ads and the Media-literacy of the Audience

It has been a popular trend to use a star as ads spokesperson in advertisement.This not only activates the silent Chinese advertising industry,but also confirms the audience’s enthusiasm and initiative in the consumption activities.However,with the legal disputes caused by celebrity endorsements in recent years,the authenticity and credibility of celebrity ads have been questioned by the Chinese people.The confusion is that even though there is a big controversy in China,the celebrity ads still spring up,which will force people to think about some problems seriously.In this paper,two main parts of advertising information are presented: celebrity as communicators and audience as consumers.That apart,inquires have been raised to question the former’s awareness of the ads spread and the latter’s consciousness of it.The focus of attention and evaluation is on the consumers and their awareness of this issue.