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

1、<p><b>　　中文3700字</b></p><p>　　畢業(yè)論文（設(shè)計(jì)）外文翻譯</p><p>　　題　　目：　　　　　企業(yè)運(yùn)用名人代言的策略研究　　 　</p><p><b>　　一、外文原文</b></p><p>　　標(biāo)題：CELEBRITY ENDORSERS

2、:SPOKESPERSON SELECTION CRITERIAAND CASE EXAMPLES OF FREDD</p><p><b>　　原文：</b></p><p>　　Businesses have long sought to distract and attract the attention of potential customers that

3、live in a world of ever-increasing commercial bombardment. Everyday Americans are exposed to thousands of voices and images in magazines, newspapers, and on billboards, websites, radio and</p><p>　　televisio

4、n. Ads of all varieties pop up everywhere on streets, in stores and restaurants, and on public transportation. Each of these ads attempts to steal at least a fraction of an unsuspecting person's time to inform him or

5、 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 become numb to standard advertising. The challenge of the a

6、dvertiser is to find a hook that will hold the subject'</p><p>　　One well-used approach at differentiating advertisements is the use of celebrity endorsements. Celebrities are seen as dynamic individuals

7、 with likeable and attractive qualities. The words and sometimes just the image of a popular person will cause many people to stop and pay attention. For years, professional athletes, famous actors, and musicians have be

8、en the traditional favorites to feature in advertisements. As the ad market continues to grow and competition becomes fiercer, marketers have </p><p>　　successful mutual fund managers, and high-profile CEO&#

9、39;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 sel

10、l network television and breakfast cereals in America. Puppets such as Big Bird sell children's vitamins. New categories for celebrity endorsers are opening every day as the reach of the media moves closer to home.&l

11、t;/p><p>　　Some advertisers even create their own celebrity to sell their product. Subway Sandwiches made a celebrity out of one of their loyal customers. Their spokesman, Jared whose only claim to fame is cons

12、uming mass quantities of Subway sandwiches, has been featured in magazines and on</p><p>　　various television shows. Dell Computer has created a fictionalized slacker character to represent their products. A

13、fter a series of successful television spots, the actor who plays 'Steven' has become a celebrity himself appearing on news and other programs.</p><p>　　Using celebrity fame, bought or contrived, has

14、 certain advantages and risks. A celebrity-product association can capture a viewer's attention, increase the public's awareness of the product, and cause consumers to purchase the product endorsed. In contrast,

15、celebrity-products associations can be very costly and risky based on the potentially volatile image, nature, and credibility of the spokesperson used.</p><p>　　Beginning with a review of the literature, we

16、 explore the history and the pros and cons of using a celebrity to endorse a manufacturer's product or service. After assessing the advantages and disadvantages of celebrity endorsements, a company will decide whethe

17、r 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 e

18、xamples. The choice</p><p>　　ADVANTAGES OF CELEBRITY ENDORSEMENTS</p><p>　　Companies can no longer afford to offer a 'one style fits all' approach to their products. With increased compe

19、tition, differentiation becomes vital to future business. During the 2002 World Cup, Nike aired an advertising campaign that encompassed all of the pros of celebrity endorsements. The Nike World Cup ads can be found at h

20、ttp://www.nikesoccer.com. To be considered effective, a celebrity endorser should be able to do the following.</p><p>　　Capture the viewer's attention </p><p>　　Increase product awareness &l

21、t;/p><p>　　Influence the purchase decisions of the target market </p><p>　　As products have become more generic and media clutter has increased, celebrity endorsements have become a favored method

22、of capturing the target market'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

23、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 Nike's ad campaign that ran durin</p><p>　　The second advantage of celebri

24、ty endorsements is to increase product awareness. Awareness is the first step in the purchase process. If the target market is not aware of your product the chances of them buying it are nil. This can be accomplished wit

25、h any supplemental advertising, however a celebrity attached to your brand name will increase the likelihood of product recall as well as infuse your product with the charisma and success associated with the celebrity .

26、If the audience did not know </p><p>　　Increasing product awareness has always been a high priority for companies. In a study by Copeland, Frisby, and McCarville (1996), twenty-two companies were asked to se

27、lect the most import criteria from thirty-seven selections. The results showed that increased product awareness was the second most important reason companies choose celebrity endorsers (Wilson, 1997).</p><p&g

28、t;　　The ability to influence purchase decisions is the third advantage of celebrity endorsements. This is where having a direct correlation between product and the celebrity of the spokesperson is most important. If the

29、spokesperson is not seen as credible or as an expert on the product, the pitch will fall short and not resonate with the target audience. The endorsement will also infuse the product with the charisma and success of the

30、celebrity, inciting the target audience to purchase the product </p><p>　　DISADVANTAGES OF CELEBRITY ENDORSEMENTS</p><p>　　Although the use of celebrities to endorse products has become fairly c

31、ommonplace and can lead to several advantages for the company, there continue to be hazards that can occur when using a celebrity endorser. The company must be aware of the potential problems when considering the</p&g

32、t;<p>　　1、High costs to secure a celebrity endorser.</p><p>　　2、Celebrity's image and public reputation.</p><p>　　3、Multiple product endorsement by a celebrity.</p><p>　　

33、4、Credibility and effectiveness of the celebrity endorser</p><p>　　The high costs to secure a celebrity endorser are of much concern to businesses. Many smaller businesses do not have the resources required

34、to hire a celebrity spokesperson . In many cases, the costs to have a celebrity endorse a product are far beyond the resources available to the company. For example, Pepsi paid Shaquille O'Neal $25 million for endors

35、ement of its cola, and Nike paid golfer Tiger Woods $40 million to help its youth marketing campaign. For a small company, paying any celebrity,</p><p>　　Along with the high costs of endorsers, the celebrity

36、's reputation and potential for negative publicity is also on the mind of the company. When the celebrity's image is tarnished by scandal, the company's asset may develop into a liability. In most cases, the

37、negative image of the celebrity will transfer to the product and the company that was endorsed. This transfer of negative information occurs through a network of associative links that are formed by the customer. A custo

38、mer's feelings of a</p><p>　　The threat of a negative associative link due to the actions of a celebrity can be most harmful on a small business. When Dallas Cowboy wide receiver Michael Irving was arres

39、ted in connection with drugs, several Toyota dealerships lost substantial amounts of money paid for commercials. Not only did the companies lose their initial investments, they had to expend more resources to replace Irv

40、ing.</p><p>　　PepsiCo has also been involved with this type of negative association more than once. In 1989, Madonna was an endorser for Pepsi when her controversial "Like a Prayer" video debuted.

41、The video contained images of the singer dancing in a field of burning crosses and stigmata were evident on her palms. Catholic groups had complaints regarding the Christian imagery displayed in the video. Even after Pep

42、si-Cola spokesman Todd McKenzie claimed that the company had no problem with the video, the compa</p><p>　　Again in 1993, Pepsi suffered from more negative association due to celebrity scandal regarding Mich

43、ael Jackson. Pepsi's association with Michael Jackson began in 1984. At that time,it was reported that the agreement would make Jackson the "richest pitchman on planet Earth" . In the early 1990s, the agree

44、ment between the cola company and the "King of Pop"cost Pepsi $50 million to promote Jackson's tour. According to Giles , Jackson had earned tens of millions of dollars for endorsing Pepsi produ</p>

45、<p>　　Hertz, the top car-rental company, is another company familiar with scandal featuring its celebrity endorser. In the 1980s, Hertz used O.J. Simpson as an endorser of its rental car services. Simpson was seen a

46、s a good pitchman for Hertz's speedy service because he was known for his speed . However, in 1989, the company was criticized for continuing to use Simpson after his wife-beating conviction. Hertz did learn from its

47、 mistakes, terminating its association with Simpson in June of 1994 after a</p><p>　　Another potential hazard with using celebrity endorsements occurs when the celebrity endorses more than one product . Inst

48、ead of associating a celebrity with a particular product, consumers may find it hard to identify a product based solely on which celebrity endorsed it . By endorsing multiple products, a celebrity's image of trustwor

49、thiness can be jeopardized, along with the brand's image .</p><p>　　In a study conducted by Tripp, Jensen, and Carlson , results showed that being exposed to multiple product endorsements by a celebrity

50、did lead the customer to view the celebrity as "less trustworthy, expert, or likable and evaluate the ads more negatively". Regardless of whether the ad or the products were the same, exposure of the endorser t

51、o the consumer led to less favorable perceptions of the celebrity and the ad. For example, in the late 1980s, E.F. Hutton, a brokerage company, used Bill C</p><p>　　A lack of perceived expertise or credibili

52、ty can make a celebrity endorsement less effective. The target customers must perceive the endorser as being an expert and someone to whom the consumer can relate. If the celebrity does not have a "direct connection

53、" with the product being endorsed, there is less chance that the consumer will view the celebrity as a credible endorser. According to Tripp, Jensen, and Carlson (1994), a celebrity that endorses four or more produc

54、ts jeopardizes his image as </p><p><b>　　出處：</b></p><p>　　Robert A. Swerdlow, Lamar University，Marleen R. Swerdlow, Lamar University.Academy of Marketing Studies Journal, Volume 7, N

55、umber 2, 2003</p><p><b>　　外文翻譯</b></p><p>　　標(biāo)題：明星代言人：代言人選擇標(biāo)準(zhǔn)的實(shí)際案例</p><p><b>　　原文：</b></p><p>　　企業(yè)一直在尋找吸引客戶，分散客戶注意力，在這個商業(yè)轟炸日益頻繁的社會里獲得潛在客戶的關(guān)注。美國人每

56、天通過雜志，報紙，圖片以及在網(wǎng)站，電視里接觸到成千上萬的信息。各種各樣的廣告到出現(xiàn)在大街上,商店和餐廳,公共交通工具里。這些廣告告訴那些不知道他們所推廣的產(chǎn)品擁有和消費(fèi)者手中的產(chǎn)品所不具備的屬性以及這種產(chǎn)品的特別性。由于媒體傳播的不斷飽和，人們開始對廣告變得麻木。廣告商的挑戰(zhàn)是要找到一條有效的途徑，轉(zhuǎn)移消費(fèi)者的注意力，使他們能夠獲得新的發(fā)展。</p><p>　　一個有效的方法就是使用名人代言。那些具有獨(dú)特魅力或

57、者品質(zhì)的人被視為名人。有時候名人們的一句話就能很好轉(zhuǎn)移并且將人們的注意力集中到一個地方。多年以來，職業(yè)運(yùn)動員，音樂家，著名演員把這些特點(diǎn)（集中人們注意力）很好的運(yùn)用到了廣告之中。由于廣告市場持續(xù)增長和競爭變得更兇猛,商家們紛紛轉(zhuǎn)移到使用明星代言人這一新得類別上。值得注意的是，那些成功的基金經(jīng)理和高調(diào)的CEO也越來越多的被運(yùn)用到各種產(chǎn)品的代言之中。而我們所謂的名人代言人也不一定是使用的是人。比如一匹獲得賽馬冠軍的馬在英國代言寵物食品。而卡

58、通人物兔八哥和弗雷德弗林特斯在美國代言網(wǎng)絡(luò)電視和早餐谷物。大鳥木偶則代言兒童維生素。新的類型的名人代言成功的走近千家萬戶。</p><p>　　一些廣告商甚至自己包裝出一個名人去代言銷售他們的產(chǎn)品。地鐵三明治包裝了他們的一個忠實(shí)顧客作為他們的代言人，他們使用的代言人杰瑞德使得他們的三明治大量的銷售，而同時杰瑞德也開始出現(xiàn)在了各類雜志和節(jié)目中。戴爾電腦公司創(chuàng)造了一個虛構(gòu)的人物來代言他們的產(chǎn)品，經(jīng)過一系列成功的廣告，

59、扮演這樣虛擬人物史蒂芬的演員已經(jīng)成為名人并且出現(xiàn)了在其他的新聞和電視節(jié)目中。</p><p>　　利用名人的名譽(yù)進(jìn)行代言銷售買賣也是具有一定的優(yōu)勢和風(fēng)險的。通過名人代言進(jìn)行銷售能夠很好的集中消費(fèi)者的注意力，增加消費(fèi)者對于產(chǎn)品的認(rèn)知度，從而導(dǎo)致消費(fèi)者的最終購買形成。于此相反，由于名人形象的不穩(wěn)定性，使用名人代言是以代言人的信譽(yù)為基礎(chǔ)的。</p><p>　　在本文中，我們考察了名人代言的歷史

60、以及以及為制造商代言的產(chǎn)品所或服務(wù)所帶來的利弊。在對名人代言的優(yōu)點(diǎn)和缺點(diǎn)進(jìn)行評估后，公司將決定是否在他們的銷售計(jì)劃中使用名人代言。從是否使用名人代言這個問題中，可以使用幾種不同的方法進(jìn)行解決。我們觀察幾個不同的例子，討論使用名人代言的幾個不同的標(biāo)準(zhǔn)。正確的名人選擇決定了一個有效和一個無效的廣告活動的差異。</p><p><b>　　名人代言的優(yōu)勢</b></p><p&

61、gt;　　企業(yè)已經(jīng)無法再使用哪種“一個風(fēng)格可以代表所有”的方式對他們的產(chǎn)品進(jìn)行宣傳。隨著競爭的加劇，分化將對未來的業(yè)務(wù)起著至關(guān)重要的作用。2002年世界杯期間，耐克公司所播出的廣告，包涵了使用名人代言的所有好處。耐克在世界杯中的廣告可以在http://www.nikesoccer.com.中看到。進(jìn)行有效的名人代言要做到以下幾點(diǎn)。</p><p>　　1、集中觀眾的注意力</p><p>

62、　　2、提高產(chǎn)品的知名度</p><p>　　影響目標(biāo)市場的購買決策</p><p>　　隨著產(chǎn)品變得更加通用和媒體的不斷增加，明星代言已經(jīng)成為奪取目標(biāo)市場的關(guān)注青睞的重要方法。一個標(biāo)志性人物或團(tuán)隊(duì)代言活動能夠產(chǎn)生出的使消費(fèi)者集中注意的刺激力比使用一個不知名的代言人或者一個不知名的廣告所產(chǎn)生出的效果要大的多。一旦消費(fèi)者的注意力被廣告的內(nèi)容或者名人的魅力所捕獲，將會使產(chǎn)品獲得銷售。耐克公司在

63、2002年世界杯系列廣告中使用的都是足球明星，他們穿著耐克的足球鞋，進(jìn)行了一場比賽。這立即引起了市場的關(guān)注目標(biāo)，足球運(yùn)動員。</p><p>　　名人代言的第二個優(yōu)勢就是提高產(chǎn)品的知名度。意識是購買過程的第一步。如果目標(biāo)市場不知道你所銷售的產(chǎn)品，那么他們購買你的產(chǎn)品的幾率是零。這可以通過廣告來補(bǔ)充，然而，將一個名人的引入你的產(chǎn)品中會增加產(chǎn)品銷售的可能性，使得你的產(chǎn)品與名人的魅力產(chǎn)生相關(guān)的聯(lián)系，從而影響銷售。如果觀

64、眾在觀看耐克足球廣告之前不知道這些，那么這些就是他們應(yīng)該做的。任何一個12歲的孩子去購買足球服的時候，他們會記得，羅納爾多穿著一件藍(lán)色的耐克T恤。</p><p>　　提高產(chǎn)品的知名度一直都是公司目標(biāo)的第一位。在一項(xiàng)由谷輪，弗賴斯比，和麥卡維爾等二十二加公司參加的研究中，要求從37跳標(biāo)準(zhǔn)中選擇出最重要的標(biāo)準(zhǔn)。結(jié)果表明，提高產(chǎn)品知名度的第二個重要的原因就是選擇正確的名人進(jìn)行代言。</p><p&

65、gt;　　有能力影響購買時名人代言的第三個優(yōu)勢。這就是名人代言和產(chǎn)品之間的一個重要的關(guān)聯(lián)。如果這個產(chǎn)品代言人沒有被認(rèn)為是可靠的或者不具備專業(yè)性質(zhì)，在球場上功虧一簣，那么他們就得不到消費(fèi)者的共鳴。將產(chǎn)品和明星代言人的魅力成功的結(jié)合在一起，就會煽動目標(biāo)受眾購買他們的產(chǎn)品。而消費(fèi)者一般不愿意購買那些代言人和產(chǎn)品沒有關(guān)系的產(chǎn)品或服務(wù)。Ohanian的實(shí)證研究發(fā)現(xiàn)，明星代言人用其專長代言的產(chǎn)品，對消費(fèi)者的購買決策有著直接的影響。她指出：“消費(fèi)者更

66、愿意購買那些由名人專長代言的成功的產(chǎn)品，特別是那些由于明星代言人所推廣所獲得成功的產(chǎn)品”如果耐克公司使用的代言人是當(dāng)?shù)剡B敗的足球隊(duì)，那么該廣告就不太可能影響消費(fèi)者的購買決策。</p><p><b>　　名人代言的劣勢</b></p><p>　　雖然使用名人代言已經(jīng)變得相當(dāng)普及，而且能夠?yàn)楣編砗芏嗟暮锰?，但是使用名人代言也有可能會出現(xiàn)一些的不足。公司在使用名人代

67、言的時候必須意識到潛在的問題。</p><p>　　1、高昂的代言成本費(fèi)用</p><p>　　2、要考察好名人的形象和公共信譽(yù)</p><p>　　3、很多的產(chǎn)品由同一名人代言</p><p>　　4、名人代言的可信性和有效性</p><p>　　名人代言的高額費(fèi)用是企業(yè)十分關(guān)注的一個方面。很多小的企業(yè)沒有足夠的資源

68、區(qū)聘請明星代言人。在很多情況下，高額的名人代言費(fèi)用已經(jīng)超出了公司現(xiàn)有的資源。例如，百事可樂支付奧尼爾2500萬美元代言他們的可樂，耐克支付給高爾夫名將泰格伍茲4000萬美元來推廣青年活動。對于小的企業(yè)，聘請一個名人，而不是一個一流的名人，對公司來說是一個巨大的金融風(fēng)險。如果這些問題發(fā)生，那么相對于自己的競爭企業(yè)來說小企業(yè)要面臨損失更多的經(jīng)驗(yàn)的風(fēng)險。</p><p>　　隨著代言成本的不斷提高，名人的聲譽(yù)和潛在的負(fù)

69、面消息，這些也是企業(yè)要考慮的。當(dāng)名人的形象受到負(fù)面新聞的影響，那么就可能成為企業(yè)產(chǎn)品的一種負(fù)擔(dān)。在大多數(shù)情況下，名人的負(fù)面影響會轉(zhuǎn)移到產(chǎn)品和公司的形象上。這些負(fù)面消息將會通過消費(fèi)者之間聯(lián)系網(wǎng)絡(luò)進(jìn)行傳播。一個客戶對產(chǎn)品的感情是通過名人與品牌之間的關(guān)系聯(lián)系在一起的。而代言人在公場合出現(xiàn)的負(fù)面消息對于這樣的關(guān)系將會是有害的。當(dāng)代言人出現(xiàn)負(fù)面消息的時候，顧客對于名人的評價將會降低。反過來，代言人的負(fù)面消息也將會使顧客對產(chǎn)品的評價降低。</

70、p><p>　　一個來自代言人的負(fù)面消息可能會對小企業(yè)產(chǎn)生致命的影響。當(dāng)邁克爾歐文因?yàn)槲颈痪胁侗淮罅康倪_(dá)拉斯牛仔知道后，很多的豐田經(jīng)銷商為此失去了維持商業(yè)盈利的資金。這些公司不僅僅失去了最初的投資，而且還不得不花更多的錢來包裝一個新的代言人來取代歐文。</p><p>　　百事可樂也很多次受到了這些負(fù)面消息的影響。1989年，當(dāng)時的麥當(dāng)娜為百事可樂代言，而她的一個備受爭議的影片“像一個禱告者

71、”上映。這段影片中，她在一個燃燒的十字架下面演唱。而這個視頻表達(dá)的內(nèi)容被天主教團(tuán)投訴。即使在百事可樂發(fā)言人托德麥肯聲稱，這段視頻與百事可樂公司沒有聯(lián)系，任然受到了影響，其后，公司決定立刻停止麥當(dāng)娜在美國的廣告活動。</p><p>　　同樣是在1993年，百事可樂受到了其代言人邁克爾杰克遜的很多負(fù)面新聞影響。百事可樂與邁克爾杰克遜的代言協(xié)議簽訂于1984年。據(jù)報道，當(dāng)時的這份代言合同使邁克爾杰克遜成為“世界上最富

72、有的代言人”。在90年代初，百事可樂與“流行之王”杰克遜之間的一紙價值5000萬美元的協(xié)議，促進(jìn)了邁克爾的世界巡回演唱會的進(jìn)行。據(jù)賈爾斯稱，杰克遜的代言已經(jīng)為百事公司帶來了數(shù)千萬的盈利。然后再10年合同最后4個月里，杰克遜虐待兒童的事件被提起。百事可樂對于這件事是非常的警惕的，他們派出了一個偵探去調(diào)查，幫助杰克遜，增加大量的額外成本費(fèi)用。鑒于此，從2003年開始，百事可樂改變了代言策略。</p><p>　　赫茲

73、，頂級汽車租賃公司，是另一家受代言人丑聞影響的公司。在20世紀(jì)80年代，赫茲用O.J.辛普森作為其汽車租賃服務(wù)的代言人。辛普森因?yàn)樗乃俣瓤毂豢醋魇呛掌澋目旖莘?wù)最好的代言人。然而，在1989年辛普森因?yàn)闅蚱拮颖欢ㄗ?。然而赫茲公司吸取了教?xùn)，于1994年6月終止了與辛普森代言協(xié)議，之后辛普森在與他的前妻和一個朋友被謀殺的案件中被逮捕。</p><p>　　使用名人代言的另外一個潛在危機(jī)就是名人同時代言多個產(chǎn)品。

74、如果僅僅通過代言人來宣傳產(chǎn)品的特點(diǎn)，那么消費(fèi)者很難通過這個代言來鑒定產(chǎn)品。隨著名人代言越來越多的產(chǎn)品，那么名人的誠信形象必然會受損。</p><p>　　在一項(xiàng)由特里普，詹森和卡爾森進(jìn)行的研究調(diào)查中表明：一個名人同時代言多個產(chǎn)品會被消費(fèi)者認(rèn)為該名人是“不值得信任的”。名人代言的產(chǎn)品或者廣告越多，代言人暴露給消費(fèi)者的不信任的影響就越多。例如在20世紀(jì)八十年代，E.F. Hutton，一家經(jīng)紀(jì)公司，他們使用了Bill

75、 Cosby 作為他們的代言人，然而由于Bill Cosby 已經(jīng)代言了其他的很多產(chǎn)品，E.F. Hutton從其中獲得的有利影響就變少了。</p><p>　　使用缺乏專業(yè)知識名人進(jìn)行代言獲得的效果比較小。必須要讓消費(fèi)者看到，代言人是有能力引導(dǎo)消費(fèi)者進(jìn)行消費(fèi)的。如果名人與其所代言的產(chǎn)品沒有直接的關(guān)系，那么消費(fèi)者將會很難認(rèn)為這是一個可靠的名人代言產(chǎn)品。據(jù)特里普，詹森和卡爾森的研究發(fā)現(xiàn)，名人代言四種或者四種以上的產(chǎn)