外文翻譯----國家體育中的名人代言-其他專業(yè)(存儲(chǔ)版)
【正文】 代言人越有名，其對(duì)消費(fèi)者購買其產(chǎn)品的影響力越大。然而，有 13 豐田小型經(jīng)銷店，去蒙受巨大的損失。 在利用名人代言的第三的不利之處就是名人本身的負(fù)面消息。 熟悉是第一個(gè)有效的代言人的重要組成部分。此外，消費(fèi)者認(rèn)同的明星是很重要額。 而分化則是最后一部分。在過去 20 年來，在電視轉(zhuǎn)播和體育贊助中的投如有著顯著的增加。赫茲也選擇不使用專業(yè)的運(yùn)動(dòng)員，由于辛普森的前車之鑒。阿維亞他們的廣告主要是針對(duì)婦女。 未來方向 體育是我們社會(huì)的組成部分，許多廣告商發(fā)現(xiàn)，體育明星可以有效區(qū)分其他產(chǎn)品。市民對(duì)他們非常尊敬，部分是因?yàn)樗麄兘艹龅穆殬I(yè)生涯，也因?yàn)樗麄冎淮粤讼鄬?duì)較少的產(chǎn)品。電視明星和代言人 Cybill Shepherd 說，她不吃肉。如果決定繼續(xù)作出決定，那么一個(gè)成功的代言人選拔的基礎(chǔ)在于李華明提出由已知的四個(gè)概念的縮寫，李華明花費(fèi) 600 萬美元的采訪世界各地的 30,000人的研究結(jié)果，找品牌及其廣告的努力取得成功和失敗的原因。同時(shí)，這也將一個(gè)信息傳遞給消費(fèi)者“為什么要選 擇名人代言的品牌 ”。如果出現(xiàn)錯(cuò)誤，他們的損失會(huì)更大。利用名人代言人的第三個(gè)好處是她 /他能夠提供一種產(chǎn)品或服務(wù)的有力證明，特別是當(dāng)這種產(chǎn)品產(chǎn)生的正面影響對(duì)該名人有良好貢獻(xiàn)時(shí)。 名人代言的優(yōu)勢(shì) 明星代言產(chǎn)品和服務(wù)有幾個(gè)很明顯 的好處。許多公司都使用了相當(dāng)?shù)某晒γ俗鳛榇匀?，特別是運(yùn)動(dòng)員。Neal and senior citizens feel a tie to Arnold Palmer. If consumers can associate with the endorser, they will feel more fortable accepting and buying the product or service. Player free agency and frequent trades in Major League Baseball have also negatively influenced the nature of celebrity endorsers for the sport. The third FRED principle deals with esteem. Consumers must have the utmost respect for the celebrity in order for the mercial or promotion to be credible. Those viewed by society as prestigious include sport figures Peggy Fleming, Don Shula, Tom Landry, and Julius Erving. The public has great respect for them, in part, because of their distinguished careers but also because they endorse relatively few products. Further, the products they do agree to endorse are of the highest industry standards, adding to the their respect and credibility among consumers. Differentiation is the final ponent of FRED. The public must see the endorser as different from all the rest. If there is no perceived disparity among celebrities, then the strategy is not worthwhile. Michael Jordan is an example of a celebrity that stands apart from the normal athlete, one of the contributing factors to his success as an endorser. These FRED principles are not guarantees to success, but can serve as guidelines when selecting a spokesperson. Each anization and its objectives are different, and should be evaluated on an individual basis. Future Directions Sport is an integral part of our society, and many advertisers have found that sport stars can effectively differentiate their products from others. In general, the success of sport celebrity endorsement is due to the growing interest in sport. In the last 20 years, there have been significant increases in the number of children playing sport, as well as in the dollars invested in televising and sponsoring sport. While there are several risks involved in using celebrity endorsers the continued practice in advertising signals that corporations believe the risks are worth taking. For some businesses however, the way in which they are using the celebrities has changed ove
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