广告是一种旨在影响受众购买或采取行动的产品、服务或理想的交流方式。它包括产品或服务的名称，以及产品或服务如何对消费者有利，说服目标市场购买或消费特定品牌。
目前，许多公司都在利用广告吸引顾客，在产品或服务的生命周期中起着重要的作用。一个公司如果没有适当的促销活动，就很难推销他们的新产品或新服务。例如，在导入阶段，公司需要确保广告是吸引人的，并且能够向顾客传达新的想法，并且能够转移到第二阶段，这是成长阶段。产品或服务的增长很大程度上取决于广告。最后阶段是衰退期。它还需要做更多的促销或广告，以保持客户对产品或服务的兴趣。如果公司不这样做，那么产品的销售就会下降，公司也会蒙受损失。由此我们可以得出结论：广告是多么重要，它是其他营销工具中最具影响力的工具。
公司可以选择不同的广告媒介，如报纸、杂志、网络等广告。这一切都取决于公司有能力而且愿意支付的成本。在现代广告策略，各种诉求，如性、冲击、情绪、恐惧、和幽默都包含。这些呼吁往往会提高广大观众的品牌知名度和品牌知名度。然而，在使用这些上诉时，总有一个人包括一个不知名的人，或者大多数情况下是一个众所周知的人。一个著名的人往往会对消费者购买行为的影响更大。
Advertising is a form of communication intended to influence an audience to buy or take some action upon products, services or ideals. It includes the name of a product or service and how that product or service could benefit the consumer, to persuade a target market to purchase or to consume that particular brand.
1.1 Background of Study
1.1.1 The Importance / Power of Advertising
Nowadays, many companies are using advertisement to attract customers and it plays an important role during product or services life stages. It is very difficult for a company to promote their new product or services if they do the promotion without a proper. For example, during introduction stage, the company needs to make sure the advertisement is attractive and able to deliver the new ideas to the customers as well as able to move to the second stage, which is the growth stage. The growth of the products or services highly depends on the advertisement. The last stage is the decline stage. It also needs to do more promotion or advertising in order to keep the customers interest on the products or services. If the company fails to do so, then the sales of the products will go down and the company will suffer losses. From this, we can conclude that how important advertisement is and it is the most influencing tool among other marketing tools.
Companies can choose different media of advertisement, such as through advertising in newspaper, magazine, online and so on. It is all depend on the cost that the company is able and willing to pay. In the modern advertising strategies, various appeal such as sexual, shock, emotional, fear, and humors are included. These appeals tend to raise high brand awareness and brand recognition among a large audience. However, when using any of these appeals there is always a person included either someone unknown or in most cases a well known person. According to (McCracken, 1989), a well-known person tends to have a greater effect on the consumer buying behavior.
1.1.2 The Celebrity Involve in Advertising
The reason for using celebrities as endorsers is due to their huge potential influence. Compared to other endorser types, famous people achieve a higher degree of attention and recall. They increase awareness of a company's advertising, create positive feelings towards brands and are perceived by consumers as more entertaining. Besides, using a celebrity in advertising is more likely to positively affect consumers' brand attitudes and purchase intention.
The celebrity endorser is a ubiquitous feature of modern marketing. In fact, to use an endorsement by celebrities is not a new phenomenon (Mehulkumar, 2005). For present purpose, the celebrity endorser is defined as any individual who enjoys public recognition and who uses this recognition on behalf of a consumer good by appearing with it in an advertisement.
Besides, celebrities have an ability to transfer their image to a specific product that being advertised. Many companies have realized the importance of celebrity endorsement as a marketing communication tool. By using these advertising tools, a company generates a high awareness among a larger audience as well as an increased market share in short run. Besides, the celebrity endorsement may materially improve financial returns for companies that employ them in their advertising campaigns.
The importance of celebrity endorsers, however, does not lie in the fact that they are used by firms who wish to increase revenue, but in how
