明星代言人：代言人选择标准的实际案例外文翻译.doc

毕业论文（设计）外文翻译 题　　目：　　　　　企业名人代言的策略　　 　 一、外文原文 标题：CELEBRITY ENDORSERS:SPOKESPERSON SELECTION CRITERIAAND CASE EXAMPLES OF FREDD 原文： Businesses have long sought to distract and attract the attention of potential customers that live in a world of ever-increasing commercial bombardment. Everyday Americans are exposed to thousands of voices and images in magazines, newspapers, and on billboards, websites, radio and television. Ads of all varieties pop up everywhere on streets, in stores and restaurants, and on public transportation. Each of these ads attempts to steal at least a fraction of an unsuspecting person's time to inform him or her of the amazing and different attributes of the product at hand. Because of the constant media saturation that most people experience daily, they eventually become numb to standard advertising. The challenge of the advertiser is to find a hook that will hold the subject's, attention and keep them from changing the channel or turning the page. One well-used approach at differentiating advertisements is the use of celebrity endorsements. Celebrities are seen as dynamic individuals with likeable and attractive qualities. The words and sometimes just the image of a popular person will cause many people to stop and pay attention. For years, professional athletes, famous actors, and musicians have been the traditional favorites to feature in advertisements. As the ad market continues to grow and competition becomes fiercer, marketers have turned to new categories of celebrity spokespersons. Notable ex-politicians, successful mutual fund managers, and high-profile CEO's are now used with frequency to sell a variety of products. Celebrity endorsers also need not be human. A champion racehorse sells pet food in Great Britain. Cartoon characters like Bugs Bunny and Fred Flintstone sell network television and breakfast cereals in America. Puppets such as Big Bird sell children's vitamins. New categories for celebrity endorsers are openi