随着我国社会不断向前发展,商品经济的特征不断显现。为更好的刺激市场需求,商家将目标瞄准了明星,通过与明星签订代言合同,获得明星对于自身姓名、肖像等商业途径利用的许可。商家能借助“明星效应”提高商品知名度和可信度,明星亦可获得与自身信誉、知名度相对等的经济报酬。本文将以明星代言商品为例,探讨自然人人格标识的商品化发展,及在人格权制度内和制度外解决人格商品化问题的方法。 With the continuous development of our society, the characteristics of the commodity economy continue to emerge. In order to better stimulate market demand, businesses aim at the stars, by signing endorsement contracts with celebrities, celebrities for their own name, portrait and other commercial use of the permit. Businesses can use “star effect” to improve the visibility and credibility of goods, celebrities can also get their reputation, reputation and relative financial compensation. This article will take celebrity endorsements as an example to discuss the commercialization of personality identification of individuals and to solve the problem of personality commodification within and outside the personality rights system.