浅谈名人广告存在的问题及其对策.docVIP

PAGE 浅谈名人广告存在的问题及其对策　　 摘要名人广告（celebrity advertisement）,顾名思义，指的是在广告中借助名人的形象助推品牌，它是一种重要的广告策略。随着社会的发展，以及广告行业的不断成熟，名人广告正在为越来越多的广告主和媒体所利用，并成为大众生活中不可缺少的一部分。的确，作为一种重要的广告策略，名人广告发挥了重要的作用，对企业品牌的推广产生了不可忽视的作用，并在此基础上带来了巨大的经济效益。但是，名人广告的泛滥也产生了一些问题，不论是对企业、明星、媒体、广告公司，还是受众，这些问题都是不可避免的。我们应该在分析名人广告存在的问题及其产生原因的基础上，采取必要的措施，来避免以至最终杜绝名人广告问题的扩散，更好的发挥名人广告的作用，带动企业和社会经济的发展。关键词：名人广告；问题；原因；影响；对策Abstract Ming advertising (celebrity advertisement), the name suggests, refers to the use of celebrities in advertisements boost brand image, which is an important advertising strategy. With the development of society, and the advertising industry continues to mature, celebrity advertising is more and more advertisers and media use and public life become an indispensable part. Indeed, as an important advertising strategy, celebrity advertising has played an important role in the promotion of the brand had a significant role, and on this basis, has brought enormous economic benefits. However, the proliferation of celebrity advertising has also had some problems, both for the business, media, advertising companies, or the audience, these issues are inevitable. We should analyze the problems of celebrity advertising on the basis of the cause, take the necessary measures to better play its role.Keywords: celebrity endorsement; problem; Strategy目录 TOC \o 1-3 \h \z \u HYPERLINK \l _Toc288835992 1.关于名人广告 PAGEREF _Toc288835992 \h 1 HYPERLINK \l _Toc288835993 2.名人广告存在的必然性 PAGEREF _Toc288835993 \h 2 HYPERLINK \l _Toc288835994 2.1.名人广告具有重要的作用 PAGEREF _Toc288835994 \h 2 HYPERLINK \l _Toc288835995 2.1.1吸引经销商 PAGEREF _Toc288835995 \h 2 HYPERLINK \l _Toc288835996 2.1.2吸引消费者 PAGEREF _Toc288835996 \h 3 HYPERLINK \l _Toc288835997 2.1.3提高产品的知名度和美誉度 PAGEREF _Toc288835997 \h 3 HYPERLINK \l _Toc288835998 2.1.4引发舆论，引导舆论 PAGEREF _Toc288835998 \h 3 HYPERLINK \l _Toc288835999 2.2名人与广告的结合必不可少 PAGEREF _Toc288835999 \h 3 HYPERLINK \l _Toc288836000 2.2.1广告需要借助名人的优势 PAGEREF _Toc288836000 \h 3 HYPERLINK \l _Toc288836001 2.2.