名人广告的社会效果及其失范控制

名人广告属于证言广告。近段时间以来，由于某些名人涉嫌虚假宣传，名人广告再一次引起社会各界的关注和思考。名人广告对媒体、名人、广告主和消费者带来积极与消极的社会效果。而由于名人广告的失范引起了虚假宣传，带来较大的危害，折射出我国名人自律意识的淡薄和法律规范的空缺，对它的控制措施应是社会各界研究的重点所在。

On the Effects of Celebrity Advertisement and the Control of the Aberration

Celebrity Advertisement is one of the testimonial advertisements. Celebrity advertisement arouses the concern and consideration among all walks of life because some celebrities have been suspected of false publicization. This kind of advertisements has positive and negative effects on media, celebrities, advertisers and consumers. The aberration of celebrity ads lead to false publicization and great harms, which reflects the weakness of self-discipline and the gap of law standards among the celebrities. And thus the study of the control measures must be the focus for the scholars from all the circles.