Utilizing character in advertisement is because it is the inlay aim of an advertisement and also, it is an effective means or an advertise to cause the ultimate behavior, that is, purchasing heavier of consumers.

It goes through a variety of stage for consumers to get in touch with advertisement and to be conqused aime to floods of advertisement and information and in reality it is under lots of restraints for the message of an advertisement to conveyed to consumers so consumers tend to take the smallest part of the advertisement.

The character used in an advertisement differentiates the advertisement from the other advertisements and hold a function of riveting attention to it.

It is expression strategy of advertisement of message of the advertisement simply and precisely and feelings to consumers.

Paper, the study is made narrowing down to the area of stuffs, restring the scope of the study to product character which bolize preducts.

In order to know how effective product character of foodstuff advertisement really is in making consumers understand the product, are analyzed and the actual status of ulilization are examined then a survey of consumers are conducted.

The result of the survey, it is known that product charcters in the foodstuff advertisement exert an affirmative influence on the recongnition of the product in our country.

That is product character is much effective in making consumers recongnize the product and actually, it is enhancing the degree of recognition of the product. But some problems should be solved in order to enhance the degree of recongnition of product while product character developing further.

1. Question of imitaition.
2. A flood of foreign character.
3. Lacking in progressive advertisement strategy lifeless character.
4. Limitation of expression and subject matter.
5. Narrowness of a field of application.

The suggestion for solving the above problems are as follows.

1. Development of character apted for the emotion of our people.
2. Aggressive management of character.
3. Diversity of subject material and expression.
4. Expansion of the scope of application.

When a lot of individualistic character are to be developed and expanded in the future, our life and culture will be rich and prosperous.