明星广告代言分析研究

论文编号:DSZP004 论文字数:7175,页数:12 附任务书,开题报告,中期检查表,指导记录,答辩表

摘要:近年来，明星广告就像是一股旋风迅速吹遍了大江南北。各类明星争相露脸，大声吆喝肋骨对阵。一股万众注目的广告“明星热”正成为时尚。企业推销了产品，社会得到了发展。然而，泛滥必成灾，洪暴势必决堤。明星广告的在光环的映射下和“星光”的照耀下，也出现了一些并不值得称道的事；虚假广告，明星绯闻，愚弄受众等，给企业带来了沉痛的教训，给明星带来了烦恼与忧愁，给消费者也带来了不便。因此如何使明星广告代言的优势得到完美的发挥，我们必须了解明星广告代言中存在的问题进而加强对企业的管理，对明星自身的素质监管，对国内的法律体制的完善。才能促使我国明星广告业的进一步发展。
 关键词：明星代言；广告；分析；管理
 
 
ANALYSIS ON THE STARSENDORSEMENT ADVERTISING
 Abstract：In recent years, celebrities now like a wind quickly blew through the river north and south. Various types of stars compete to appear, usually cry out against ribs. An eye-catching boom of advertising, "star fever” is becoming fashionable. Not only do the companies sell the product, but also the society has been developed. However, the flooding must be a disaster , flash floods are bound to burst. Although advertising is in the halo of stars, under the mapping and the shine of "Starlight" it also appears something not to be commendable, such as false advertising, star love affairs, fooling the audience and so on, which brought painful lessons to the enterprise and also provoked trouble and sorrow to stars as well as inconvenience to the consumers. Therefore, how to make the advantages of star endorsements to perfectness, we must have a better understanding of the problems in advertising endorsements so as to strengthen the management of enterprises, the supervision of the quality of the stars themselves and the improvement of the domestic legal system. Only take these measures effectively can the star advertising industry in China be encouraged to further development.
 Key words：stars endorsement advertising ，advertising，analysis，manage
 
目  录

绪 论 1
一、明星广告代言概述及其发展现状 1
 （一） 明星广告代言概述 1
 （二） 明星广告发展现状 2
二、明星广告代言的正面效益 2
 （一） 迅速提高产品的知名度 2
 （二） 运用明星作为信源提高了产品的吸引力度和可信度 2
 （三） 引导消费方式, 有助于促成流行 3
三、明星广告代言中存在的问题及对策 3
 （一） 明星广告代言存在的问题 3
1. 恨屋及乌 3
2. 明星代言产品过多造成了“稀释效应” 4
3. 容易忽视合同结束后的约束机制 4
 （二） 明星广告代言的对策 4
1. 通过调研找到适合自己的明星代言人 4
2. 避免聘请频繁出现在其他广告中的人物 5
3. 聘请明星时签订“捆绑组合式”合同，注意明星广告代言的排他性 5
四、如何建设发展良好的明星广告代言 5
五、结 论 6
致 谢 7
参考文献 8

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