北美作业代写：Celebrity advertising

下面为大家整理一篇优秀的paper代写范文- Celebrity advertising，供大家参考学习，这篇论文讨论了名人广告。所谓名人广告，即由知名人士出面推荐产品或为产品的优点提供佐证的广告，同时也包括由名人扮演广告角色宣传产品的广告。名人广告所带来的优势使得许多企业不惜巨资请名人做广告，但也有少部分名人道德感薄弱存在虚假代言问题。

Celebrity endorsement for corporate products has been a common phenomenon in society, but many advertisers have a greater awareness of celebrity advertising with a greater blindness, the result of too many celebrity advertising, did not achieve the ideal publicity effect, but by all kinds of criticism in society.

The so-called celebrity advertisement, namely by the well-known person to recommend the product or provides the proof of the product merit advertisement, also includes by the celebrity to act the advertisement role publicizes the product advertisement. Celebrities in advertisements include movie stars, singers, stars, comedians, supermodels, well-known experts from all walks of life, celebrities and even politicians. Celebrities and brands have a natural connection. In the business world, every successful brand is preceded by one or more shining celebrities. As a company, it is always willing to look for celebrities to serve as image spokespersons. Through the halo effect of celebrities, it can rapidly expand the popularity and stimulate social effect and narrow the distance between consumers. For celebrities, they are also willing to accept a variety of endorsements. On the one hand, they maintain their high exposure through the high frequency of advertising. On the other hand, I made a lot of money. In recent years, with the increasingly fierce market competition, for the need of advertising publicity, advertisers generally take celebrity advertising as an important publicity strategy. Then, numerous celebrity advertisement appears frequently in our country advertisement medium, time advertisement medium star bright. However, as many advertisers have greater blindness to celebrity advertisements, the result is that celebrity advertisements have too many and too many, and have not achieved the ideal publicity effect, but have been criticized by the society. Thus it can be seen that although celebrity advertising is a powerful publicity strategy, there are also major limitations.

The advantages brought by celebrity advertisements have led many companies to pay large amounts of money to employ celebrities for advertising. However, we also see that a few celebrities have weak moral sense and have false endorsement problems. In the face of the huge economic temptation, some celebrities consciously or unconsciously give up their professional ethics and join the campaign for profit. False advertisements often appear in beauty services, health food, medicine and other aspects, such as products that are not tried at all, but say how good they are after use.

Take sanlu infant milk powder as an example, sanlu milk powder advertisement: "professional production, quality assurance, famous brand products, people trust, but also affordable, sanlu hui baby milk powder, I trust!" For such an advertisement, if there is no problem with the product, people will be indifferent. However, once there is a problem, and it is a product for infants and children, people have to solve it from the perspective of morality and law. It is also a great challenge for the mothers of infants and children, causing panic and discomfort for the mothers of children. So people can't help asking: "is the accident product endorsed by the star responsible?" In addition to the widespread concern of social groups, consumers and victims also asked manufacturers to give a statement, while brand spokespeople deng jie, xue jiagin, hualian, ni ping, and others were also criticized by netizens. Netizens believe that celebrity endorsements of "accident products" have occurred repeatedly, and they should not only know about taking the money, but should be responsible for the incident.

In the domestic advertising market, one person endorses a variety of products, or one kind of product asks many people to "endorse" quite common. Some celebrities advertise cars today, commodities tomorrow and food the day after tomorrow, and the brand image is extremely vague. At this time, the content of the advertisement is not special enough to leave a deep impression on the audience, and it is easy to cause confusion of the audience's memory of the content of the advertisement, fail to achieve the expected publicity effect, and cause the waste of marketing resources of the enterprise.

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