“形象代言人”是常见的商品广告形式之一,成功的案例不胜枚举;“图书代言人”则是新近出现的代言形式。图书具有商品与文化双重属性,所以其代言也应该有别于一般的商品代言。目前,业界在“图书代言人”的功能、定位、选择等方面存在一些误区,学界对此也缺乏探讨。本文旨在就“图书代言人”的现状提供一点个人的思考。 “Image spokesperson” is one of the common forms of commercial advertising, with numerous success stories. “Book advocates” are the new forms of endorsement. Books with dual attributes of goods and culture, so its endorsement should be different from the general endorsement of goods. At present, the industry has some misunderstandings in the function, positioning and choice of “book advocates.” This article aims to provide a bit of personal thinking on the status quo of “book advocates.”