國家體育中的名人代言【外文翻譯】

1、標(biāo)題：TheStateofCelebrityEndsementinSpt原文：AbstractSptendserswerepresentin11%ofalltelevisionadvertisementsin1995receivingmethan$1billiondollarsfromU.S.companiesftheirservices.Alongwithseveralpositiveadvertisingcampaignsthere

2、havebeensomelesssuccessfulefftsinvolvingcelebritiesasspokespersons.ThemostrecentvividoccurrenceisO.J.SimpsonhisendsementwithHertzRentalcars.Thisarticledescribestheadvantagesdisadvantagesofcelebritybasedadvertisinginsptex

3、aminesfuturedirectionsfthismarketingapproach.Approximately20%ofalltelevisioncommercialsfeatureafamouspersonfromthewldofspttelevisionmoviesmusicalentertainment.Ofthebillionsofdollarsallocatedannuallyftelevisionadvertising

4、approximately10%isspentonendsers(Agrawal&Kamakura1995).Manycompanieshavehadconsiderablesuccessusingcelebritiesasspokespersonsespeciallyathletes.In1995U.S.companiespaidmethan$1billionto2000athletesfendsementdeals(Lane1996

5、).Sptendserswerefeaturedin11%ofalltelevisionadvertisementsthatsameyear(TurnerBoundsHauserMotsingerOzme&Smith1995).ExamplesofhighprofilecelebrityendsersincludeSherylSwopesDeionSersMichaelJdanBoJacksonfNikeShaquilleONealfR

6、eebokTigerWoodsfRolexJimmyConnsfAdvil.Alongwiththepositivecampaignstherehavebeenseverallesssuccessfulmarketingcampaignsinvolvingcelebritiesasspokespersons.ThemostrecentvividoccurrenceisO.J.SimpsonhisendsementwithHertzRen

7、talcars.Thepurposeofthisarticleistodescribetheadvantagesdisadvantagesofsptcelebritybasedadvertisingtodiscussfuturedirectionsfthismarketingapproach.AdvantagesofCelebrityEndsementsThereareseveralbenefitstohavingcelebrities

8、endseproductsservices.Researchhasindicatedthatcustomersaremelikelytochoosegoodsservicesfindingareplacementfhim(Lane1996).Anothernegativeaspectisthatacompanymaynotbeabletogetacelebritytorepresenttheirproductexclusively.He

9、shemayendseseveralproductssometimesswitchingtheirendsementstorivalbrs.Thishappensfrequentlywhentryingtosecuresomeonethatiswelllikedbysocietyinhighdemfproductendsements.Asaresultthecredibilitytrustintheproducttheendserdec

10、reases.Italsosendsamessagetotheconsumerthat“IftheendserwontstickwithabrwhyshouldI“AutoracingsJeffGdonisanexampleofonewhohasmultipleendsementcontractsconsequentlyislesseffectiveasanendser.Thethirdpotentiallymostdamagingri

11、skinusinghighprofilecidatesisnegativepublicityreceivedbyanendser.SomefamiliarcasesincludemurdergesbroughtagainstO.J.SimpsonrapegesajailsentenceagainstMikeTysondruggesagainstMichaelIrvin.HertzPepsiKodakNikeToyotaallfeltth

12、econsequencesofthecelebritiesactions.Whenanegativeimageofthecelebrityisptrayedatarnishedpictureisalsopaintedftheganizationmakingitdifficulttogainconsumertrusttobuytheproduct.Althoughthereisnowaytoguaranteethatdetrimental

13、incidentslikethesewontoccursomesituationsmightbepreventedbyevaluatingtheapplicantspersonalprofessionalbehavitodetermineiftheymightbepronetonegativesituations.Onceallaspectsofcelebrityientedadvertisinghavebeenevaluatedaco

14、mpanymustchoosewhethertoadoptthestrategy.IfthedecisionismadedecidetoproceedthefoundationofasuccessfulendserionrestsinfourconceptsknownbytheacronymFRED.FREDstsffamiliarityrelevanceesteemdifferentiationwastheresultofa$6mil

15、lionstudyinterviewing30000peoplearoundthewldtofindoutwhybrstheiradvertisingefftssucceedfail(Miciak&Shanklin1994).Familiarityisthefirstessentialcomponentofaneffectiveendser.Thetargetmarketmustbeawareofthecelebrityperceive