外文翻譯----明星代言人：代言人選擇標(biāo)準(zhǔn)的實(shí)際案例-其他專業(yè)-在線瀏覽
2025-03-24 09:11本頁(yè)面
【正文】 l at least a fraction of an unsuspecting person39。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 bee numb to standard advertising. The challenge of the advertiser is to find a hook that will hold the subject39。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 work television and breakfast cereals in America. Puppets such as Big Bird sell children39。Steven39。s attention, increase the public39。s product or service. After assessing the advantages and disadvantages of celebrity endorsements, a pany will decide whether or not to use a celebrity in their marketing plan. From here the question of which celebrity to use can be answered using several different methods. We discuss different criteria and examine them with several current examples. The choice of the right celebrity can mean the difference between an effective and ineffective advertising campaign. ADVANTAGES OF CELEBRITY ENDORSEMENTS Companies can no longer afford to offer a 39。 approach to their products. With increased petition, differentiation bees vital to future business. During the 2021 World Cup, Nike aired an advertising campaign that enpassed all of the pros of celebrity endorsements. The Nike World Cup ads can be found at To be considered effective, a celebrity endorser should be able to do the following. the viewer39。s attention. An easily recognizable figure or team who generates excitement can cut through the clutter and will draw attention to the product more than an unknown person or a faceless ad .Once that attention is captured it is up to the content of the ad, or the charisma of the celebrity, to sell the product. In Nike39。s decision to purchase. She states, consumers are more likely to purchase a product that has been endorsed by a celebrity, especially if the product attributes to the celebrity success. If the Nike ad had used a local high school soccer team on a losing streak, the ad would be less likely to influence purchase decisions. DISADVANTAGES OF CELEBRITY ENDORSEMENTS Although the use of celebrities to endorse products has bee fairly monplace and can lead to several advantages for the pany, there continue to be hazards that can occur when using a celebrity endorser. The pany must be aware of the potential problems when considering the High costs to secure a celebrity endorser. Celebrity39。Neal $25 million for endorsement of its cola, and Nike paid golfer Tiger Woods $40 million to help its youth marketing campaign. For a small pany, paying any celebrity, not just topnotch celebrities, is a huge financial risk . If a problem should occur, the smaller pany will experience a much greater loss on its investment than would a larger petitor. Along with the high costs of endorsers, the celebrity39。s image is tarnished by scandal, the pany39。s feelings of a celebrity are linked to the brand being endorsed through repeated association. This link can be detrimental when negative information about the celebrity goes public. When negative information about a celebrity presents itself, the customer39。s association with Michael Jackson began in 1984. At that time,it was reported that the agreement would make Jackson the richest pitchman on pla Earth . In the early
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