Abe Sauer makes the astute observation on BrandChannel that celebrity over-endorsement in China is leading to "overlapping shilling" and "mass confusion" among Chinese consumers:
In China, the paradox of this is that the hot celebrity of the moment can haphazardly accrue numerous, simultaneous endorsements. In China, this flood of celebrity pitch people appears to have muddled the message and confused consumers.more ›
A Chinese businessman is trying to sue hurdling champion Liu Xiang after injuring himself while driving a luxury car the Olympian had endorsed. The Jiangxi resident had collided with a truck and banged his nose on the windscreen when the car's airbags failed to activate. His doctor's bill amounted to almost 1000 RMB. Since he had bought the car because of an advert featuring Liu, the hurdler was obviously responsible. In that vein, we're thinking of suing this guy's mother for offending our sensibilities by producing such a dickwad... it makes about as much sense. Source: Reuters
