早在1979年3月9日晚上,上海电视台转播的一场国际女子篮球赛实况中,就出现了我国著名男子篮球运动员张大维与其同伴共同畅饮“幸福可乐”的画面。1988年,潘虹在几乎没有酬金的情况下为上海霞飞日化厂拍摄了广告,引发了社会各界的纷纷议论。稍后,李默然又挺身而出为三九胃泰拍摄了广告。此后,各类明星纷纷进入广告领域。尽管创意人员和一些老百姓对明星广告嗤之以鼻,甚至深恶痛绝,明星们还是频繁地出现在大小电视台的各类广告中。 As early as the evening of March 9, 1979, an international women’s basketball tournament broadcast by Shanghai TV station showed a picture of “Happy Coke” enjoyed by Zhang Dawei, a famous Chinese basketball player, and his companions. In 1988, Pan Hong filmed an advertisement for Shanghai Xiafei Cosmetics Factory with almost no remuneration, triggering controversy from all walks of life. Later, Li Moran came forward again and took an advertisement for Sanju Weitai. Since then, all kinds of stars have entered the field of advertising. Even though creative people and some ordinary people scoff at celebrity ads, or even abhorrence, celebrities often appear in various types of advertisements on large and small television stations.