论广告中的“名人效应”.docVIP

论广告中的“名人效应” ——如何寻求正面效应 摘 要：目的在于了解中国名人的广告效应现状及存在的问题，以及相关法律、道德规范，并根据实际调查采用内容分析法、对比分析法和个案分析法等研究方法来提出解决方案。本文是按照：发现问题——分析问题——解决问题的思路展开的，首先是通过概述中国名人广告的现状发现其中存在的问题，接着分析我国名人广告中存在哪些问题并提出相应的对策，最后再得出解决方法，从而实现名人广告的正面效应，规避名人代言的风险的目的。并最终得出结论：名人广告是把重金打造的双刃剑，只有参透技巧，善加利用，才会披靡千里，事半功倍。在目前来说，虽然名人广告还存在许多法律、道德以及技术层面上的问题与缺陷，但我们更要看到名人广告所带来的正面效应，并坚信随着我国市场的进一步开放和经济的持续发展，我国的名人广告一定会迎来它百花盛开的春天，并逐渐走向成熟。 关键词：广告；名人效应；现状；问题；解决策略 The Effect of the Publicity of Celebrity Advertisement ——How to Pursue the Positive Effects of the Advertisement Abstract:The purpose is to learn the state and problems of the celebrity effect in advertisement of China,and also the relevant laws and moral principles and norms,in order to obtain the strategies for solving problems,we use many measures,such as the content analysis,the contrary analysis,the analysis of isolated case and so on. In order to make positive effects and escape the incus risks,the text is writted by this way:find out the questions梐nalyse the questions梤esolve the questions.the first,outline the state of the famous people’s advertisements in China and then find the problems about it;the second,analyse which kinds of questions containd and advance the relevant measures;from these been done ,we can get the strategies for solving problems.Finally,we are deduce a conclusion:The publicity person of advertisement is a gold sword which has two sides,and when it only been used fully and really known its technique,it can spreads everywhere and gets success with a half of effort.From the recent additions,the populer people’s advertisements are still have many questions in the laws、the moral principles and the technique,but we should take into account its good effects,and belive that along with the market become more open and the sustainable development of the economy,the famous people’s advertisements in China would go into the spring which full of flowers and it will become more and more mature. Keywords:the advertisements;the effects of the publicity per