解读明星代言现象.docx

解读明星代言现象 Reading star fad phenomenon 20046201032 孙伟 摘要：随着市场经济的发展，品牌已成为市场营销的重要手段，企业聘请明星 作为广告代言人的现象日益普遍 , 但明星代言的一些负面影响也颇受人们的争议。 本文从明星代言的涵义、作用展开分析，探讨了明星代言可能存在的风险并提出应 对风险的对策，以达到全面解读明星代言现象的口的，希望其走上健康良性发展的道 路。 English summary:Along with the development of the market economy, brand marketing has become an important means enterprises to hire stars as an advertising spokesman for the increasingly common phenomenon, But the star of hers some of the negative impact of the popularity of the people of controversy ? From the meaning of the star speakers, a role, To investigate the possible existence of t