The endorsement in internet pop-register is different from the endorsement in Chinese literature. Although they have something in common in title, person and expression, they are quite different in style, form, content, purpose and so on. In some degree, the endorsement is more likely to be a confession. Because it meets people’s psychological and expressive demand, the endorsement, marked with confession and pervasive expressing effect, arouses self-endorsement revelries one after another.