Abstract: This article reviews the factors influencing the effectiveness of celebrity advertising, pointing out that the effectiveness of celebrity advertising is influenced by the celebrity抯 credibility, which includes three factors, that is, celebrity抯 attraction, expertise and trustworthiness. Expertise and trustworthiness both have positive impact on the effectiveness of celebrity advertising, but the effectiveness of attraction is restricted by the match-up between the celebrity and the product advertised as well as the consumers?elaboration level. The elaboration likelihood model and the meaning transfer model further illustrates the concrete process in which the celebrity advertising affects the consumers. The congruence between the image of the celebrity and the product advertised is the decisive factor influencing the effectiveness of the celebrity advertising. Some advice is also provided in this article to improve the effectiveness of celebrity advertising.

Key words: celebrity advertising, source model, credibility, elaboration likelihood model, meaning transfer mode