中国名人广告效果的影响因素研究
发布时间：2019-03-24 18:52
【摘要】： 随着广告理论和应用的发展,越来越多的中国企业开始聘请文艺、体育等领域的知名人士为自己的产品或品牌做广告。然而,这种名人广告的效果却值得怀疑,有些广告聘请的名人与产品形象毫不相符;有些广告让观众记住了名人,忘记了产品;有些广告中的名人频频暴露丑闻……这些现象的发生主要是因为很多企业对名人广告没有清晰的认识,只看重名人知名度,而忽视其他方面因素。本文针对这种现象,对名人广告进行初步研究,分析名人广告的几个因素,即吸引力、专业性、品德和与产品的一致性。研究结果表明,名人广告应该根据不同的产品特点和不同的目标市场,相应调整以上几个因素的重要性,同时,应根据广告最主要的目的确定广告设计,不能一概而论。最后,本文分析了名人广告在中国应用的种种误区。 本文以中外诸多成功或失败的名人广告为例,对名人广告的形成、理论、实践等进行探讨和研究,对名人广告的设计提出分析依据,并为中国企业的名人广告行为提出建议。
[Abstract]:With the development of advertising theory and application, more and more Chinese enterprises begin to hire famous people in literature, sports and other fields to advertise their products or brands. However, the effect of such celebrity ads is questionable, some of which employ celebrities that do not match the product image; others remind viewers of celebrities and forget products; and some of them frequently expose scandals. These phenomena occur mainly because many companies do not have a clear understanding of celebrity advertising, only pay attention to celebrity popularity, but ignore other factors. In view of this phenomenon, this paper makes a preliminary study of celebrity advertising, and analyzes several factors of celebrity advertising, namely attractiveness, professionalism, morality and consistency with products. The results show that celebrity advertising should adjust the importance of the above factors according to different product characteristics and different target markets. At the same time, advertising design should be determined according to the main purpose of advertising, and can not be generalized. Finally, this paper analyzes the application of celebrity advertising in China. Taking many successful or failed celebrity advertisements at home and abroad as an example, this paper discusses and studies the formation, theory and practice of celebrity advertisements, puts forward the analysis basis for the design of celebrity advertisements, and puts forward some suggestions for the behavior of celebrity advertisements in Chinese enterprises.
【学位授予单位】：对外经济贸易大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：F713.8
本文编号：2446587
[Abstract]:With the development of advertising theory and application, more and more Chinese enterprises begin to hire famous people in literature, sports and other fields to advertise their products or brands. However, the effect of such celebrity ads is questionable, some of which employ celebrities that do not match the product image; others remind viewers of celebrities and forget products; and some of them frequently expose scandals. These phenomena occur mainly because many companies do not have a clear understanding of celebrity advertising, only pay attention to celebrity popularity, but ignore other factors. In view of this phenomenon, this paper makes a preliminary study of celebrity advertising, and analyzes several factors of celebrity advertising, namely attractiveness, professionalism, morality and consistency with products. The results show that celebrity advertising should adjust the importance of the above factors according to different product characteristics and different target markets. At the same time, advertising design should be determined according to the main purpose of advertising, and can not be generalized. Finally, this paper analyzes the application of celebrity advertising in China. Taking many successful or failed celebrity advertisements at home and abroad as an example, this paper discusses and studies the formation, theory and practice of celebrity advertisements, puts forward the analysis basis for the design of celebrity advertisements, and puts forward some suggestions for the behavior of celebrity advertisements in Chinese enterprises.
【学位授予单位】：对外经济贸易大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：F713.8
【引证文献】
相关期刊论文 前2条
1 吴玲玲;杨红;丰鹏;;提高媒体广告中名人认同的途径[J];世纪桥;2011年07期
2 吴玲玲;但丹;丁华平;欧婷婷;;浅析广告中名人认同的意义[J];企业导报;2011年18期
相关硕士学位论文 前8条
1 刘晓帆;代言人信息对广告心理效果影响的眼动研究[D];辽宁师范大学;2010年
2 彭文欣;国内服装品牌与代言人的适配性研究[D];东华大学;2009年
3 杨玲玲;名人广告伦理问题及其对策研究[D];新疆师范大学;2010年
4 何洗礼;符号学视域下的名人广告效应研究[D];湖南师范大学;2009年
5 王为薇;电视商品广告可信度测量研究[D];湘潭大学;2009年
6 杨鑫;我国名人广告传播现状研究[D];河南大学;2010年
7 吕敏;我国体育明星广告传播现状研究[D];北京体育大学;2012年
8 杨佳立;电视名人虚假广告的“把关”问题研究[D];东北师范大学;2012年
，本文编号：2446587
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