With the development of market economy and the rapid development of information, the traditional way of communication can no longer meet people's demand for information, among which star advertisement is a more common form of advertisement. Star advertising transforms the content and cognition of cold products through a deeply rooted, living and real star, which naturally attracts consumers easily. However, in its actual operation, there are often such and such problems. This paper will discuss the success or failure of star advertising and analyze it accordingly from the failure of star words.