明星廣告代言分析研究

電視制片管理論文編號:DSZP004 論文字?jǐn)?shù):7175,頁數(shù):12 附任務(wù)書,開題報(bào)告,中期檢查表,指導(dǎo)記錄,答辯表 
目  錄

緒 論 1
一、明星廣告代言概述及其發(fā)展現(xiàn)狀 1
 （一） 明星廣告代言概述 1
 （二） 明星廣告發(fā)展現(xiàn)狀 2
二、明星廣告代言的正面效益 2
 （一） 迅速提高產(chǎn)品的知名度 2
 （二） 運(yùn)用明星作為信源提高了產(chǎn)品的吸引力度和可信度 2
 （三） 引導(dǎo)消費(fèi)方式, 有助于促成流行 3
三、明星廣告代言中存在的問題及對策 3
 （一） 明星廣告代言存在的問題 3
1. 恨屋及烏 3
2. 明星代言產(chǎn)品過多造成了“稀釋效應(yīng)” 4
3. 容易忽視合同結(jié)束后的約束機(jī)制 4
 （二） 明星廣告代言的對策 4
1. 通過調(diào)研找到適合自己的明星代言人 4
2. 避免聘請頻繁出現(xiàn)在其他廣告中的人物 5
3. 聘請明星時(shí)簽訂“捆綁組合式”合同，注意明星廣告代言的排他性 5
四、如何建設(shè)發(fā)展良好的明星廣告代言 5
五、結(jié) 論 6
致 謝 7
參考文獻(xiàn) 8

摘要:近年來，明星廣告就像是一股旋風(fēng)迅速吹遍了大江南北。各類明星爭相露臉，大聲吆喝肋骨對陣。一股萬眾注目的廣告“明星熱”正成為時(shí)尚。企業(yè)推銷了產(chǎn)品，社會得到了發(fā)展。然而，泛濫必成災(zāi)，洪暴勢必決堤。明星廣告的在光環(huán)的映射下和“星光”的照耀下，也出現(xiàn)了一些并不值得稱道的事；虛假廣告，明星緋聞，愚弄受眾等，給企業(yè)帶來了沉痛的教訓(xùn)，給明星帶來了煩惱與憂愁，給消費(fèi)者也帶來了不便。因此如何使明星廣告代言的優(yōu)勢得到完美的發(fā)揮，我們必須了解明星廣告代言中存在的問題進(jìn)而加強(qiáng)對企業(yè)的管理，對明星自身的素質(zhì)監(jiān)管，對國內(nèi)的法律體制的完善。才能促使我國明星廣告業(yè)的進(jìn)一步發(fā)展。
 關(guān)鍵詞：明星代言；廣告；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