明星代言人伴随中国经济改革和市场化的进程已经走过22年历史了,从1982年著名演员潘虹无偿为霞飞代言以来,20余载如白驹过隙,如今的中国广告市场已是满天星光。同演艺圈经常爆出的丑闻一样,被金钱、欲望、道德所困扰的明星们同样在代言中迷失方向,或多或少的贱卖着自己的公众影响力。随着新兴医院的众多内幕被媒体所揭露,代言人的道德良知问题被舆论集中鞭挞,然而面对相关法律的缺位,仅有批评还是显得苍白无力。毫无疑问,新兴医院的虚假广告和明星代言事件对于今后的明星代言发展有着 Star spokesperson with China's economic reform and marketization process has gone through 22 years of history, from 1982, the famous actor Pan Hong gratuitous for Xia Fei endorsement, more than 20 years, such as a fleeting, and now the Chinese advertising market is already filled with stars. Like the scandal often unveiled in the entertainment industry, celebrities plagued by money, desire and morality are also losing their direction in the endorsement and selling their public influence more or less. As many of the new hospitals have been exposed by the media, the problem of moral conscience of the spokesmen has been massacred by public opinion. However, in the face of the absence of relevant laws, only the critics have become pale and weak. There is no doubt that the fake advertisements and celebrity endorsements in emerging hospitals have the potential for future celebrity endorsements