明星代言人代言人選擇標(biāo)準(zhǔn)的實(shí)際案例【外文翻譯】

1、畢業(yè)論文（設(shè)計(jì)）外文翻譯畢業(yè)論文（設(shè)計(jì)）外文翻譯題目：企業(yè)運(yùn)用名人代言的策略研究一、外文原文一、外文原文標(biāo)題：CELEBRITYENDSERS:SPOKESPERSONIONCRITERIACASEEXAMPLESOFFREDD原文：Businesseshavelongsoughttodistractattracttheattentionofpotentialcustomersthatliveinawldofeverincreasing

2、commercialbombardment.EverydayAmericansareexposedtothoussofvoicesimagesinmagazinesnewspapersonbillboardswebsitesradiotelevision.Adsofallvarietiespopupeverywhereonstreetsinstesrestaurantsonpublictransptation.Eachofthesead

3、sattemptstostealatleastafractionofanunsuspectingpersonstimetoinfmhimheroftheamazingdifferentattributesoftheproductath.Becauseoftheconstantmediasaturationthatmostpeopleexperiencedailytheyeventuallybecomenumbtostardadverti

4、sing.Thechallengeoftheadvertiseristofindahookthatwillholdthesubjectsattentionkeepthemfromchangingthechannelturningthepage.Onewellusedapproachatdifferentiatingadvertisementsistheuseofcelebrityendsements.Celebritiesareseen

5、asdynamicindividualswithlikeableattractivequalities.Thewdssometimesjusttheimageofapopularpersonwillcausemanypeopletostoppayattention.Fyearsprofessionalathletesfamousactsmusicianshavebeenthetraditionalfavitestofeatureinad

6、vertisements.Astheadmarketcontinuestogrowcompetitionbecomesfiercermarketershaveturnedtonewcategiesofcelebrityspokespersons.NotableexpoliticianssuccessfulmutualfundmanagershighprofileCEOsarenowusedwithfrequencytosellavari

7、etyofproducts.Celebrityendsersalsoneednotbehuman.AchampionracehsesellspetfoodinGreatBritain.CartoonacterslikeBugsBunnyFredFlintstonesellwktelevisionbreakfastcerealsinAmerica.2.Increaseproductawareness3.Influencethepurcha

8、sedecisionsofthetargetmarketAsproductshavebecomemegenericmediaclutterhasincreasedcelebrityendsementshavebecomeafavedmethodofcapturingthetargetmarketsattention.Aneasilyrecognizablefigureteamwhogeneratesexcitementcancutthr

9、oughtheclutterwilldrawattentiontotheproductmethananunknownpersonafacelessad.Oncethatattentioniscaptureditisuptothecontentoftheadtheismaofthecelebritytoselltheproduct.InNikesadcampaignthatranduringthe2002WldCupseriesallof

10、thepeopleintheadweresoccerstarsdressedinNikesoccerapparelplayinginan“undergroundtournament“.Thisimmediatelyattractedtheattentionofthetargetmarket:soccerplayers.Thesecondadvantageofcelebrityendsementsistoincreaseproductaw

11、areness.Awarenessisthefirststepinthepurchaseprocess.Ifthetargetmarketisnotawareofyourproductthechancesofthembuyingitarenil.Thiscanbeaccomplishedwithanysupplementaladvertisinghoweveracelebrityattachedtoyourbrnamewillincre

12、asethelikelihoodofproductrecallaswellasinfuseyourproductwiththeismasuccessassociatedwiththecelebrity.IftheaudiencedidnotknowbefeseeingthesocceradthatNikemadesoccerappareltheydonow.Anytimea12yearoldboygoestobuyasoccerjers

13、eyhewillrememberthatRonaldoweablueNikeshirtinthecommercial.Increasingproductawarenesshasalwaysbeenahighpriityfcompanies.InastudybyCopelFrisbyMcCarville(1996)twentytwocompanieswereaskedtothemostimptcriteriafromthirtyseven

14、ions.Theresultsshowedthatincreasedproductawarenesswasthesecondmostimptantreasoncompanieschoosecelebrityendsers(Wilson1997).Theabilitytoinfluencepurchasedecisionsisthethirdadvantageofcelebrityendsements.Thisiswherehavinga

15、directcrelationbetweenproductthecelebrityofthespokespersonismostimptant.Ifthespokespersonisnotseenascredibleasanexpertontheproductthepitchwillfallshtnotresonatewiththetargetaudience.Theendsementwillalsoinfusetheproductwi