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New East a

In: English and Literature

Submitted By YUELEI
Words 1211
Pages 5
On the Celebrity Spokesperson
Currently, we could hardly live a single day without seeing a celebrity spokesperson promoting a product or a social campaign on TV, net or other media. This is an intensely popular trend that we cannot fail to notice.
There is no doubt that the celebrity spokespeople could boost the sale of a product. A host of celebrity spokespersons, however, have emerged as the marketing tool of some companies, even companies producing and selling fake and inferior items. This kind of behavior has produced negative impacts on consumers and whole society, which should be severely criticized and penalized. Of course, as is known to all, everything has both bright and dark sides. Some stars’ endorsement of social activities and public campaigns raises public awareness, giving rise to changes in public behavior. In this case, they serve as positive role models of the general public. To name only one case: Pu CX, a household figure, acting as the celebrity spokesman of the China AIDS Foundation, contributes greatly to the cause of AIDS prevention and cure in China.

Over the past couple of years, a variety of talent shows have emerged on TV channels across the nation, from Super Girls to Happy Boys and so forth. This type of entertainment program is intensely popular, especially among young adults and has produced profound impacts on their studies and life.
There are a couple of reasons behind the tide. To start with, young folks need role models to learn from. So many of them are crazy for contestants participating in these programs. This gives rise to the increasing emergence of these shows because TV networks naturally need to cater to young audiences. Plus, thanks to economic and political reforms carried out by the government, this crop of young generation have more freedom and desire to express and showcase themselves....

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