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如今,几乎每一个著名企业和品牌都有其形象代言人,这些代言人在电视上、户外广告上以各种姿态和声调劝说人们购买产品。正因如此,在很多企业和市场人士的印象里,似乎品牌代言人就是一种广告呈现的方式,而忽略了形象代言人在品牌影响力和传播上的真正价值,以及风险。而越来越多的公关传播对“名人效应”的专业运用使人们认识到,品牌请什么样的代言人,需要从品牌关联度、消费者重合度、风险评估等多个角度进行考量,诸如前一段沸沸扬扬的莎朗·斯通“报应论”给迪奥带来的伤害,是任何品牌都不愿意看到的。那么,什么样的名人适合什么样的品牌?如何在公关传播中充分发掘名人传播价值的同时规避风险?就这些问题,本刊邀请三位不同领域的资深人士,在17PR网站嘉宾访谈室进行了深入对话与交流。
Nowadays, almost every famous company and brand has its image spokesperson, who persuade people to buy products on TV and outdoor advertisements with various attitudes and tones. It is for this reason that in the minds of many businesses and market participants, it seems that brand advocates are a way of presenting advertisements while ignoring the real value and risk of image advocates in brand influence and communication. And more and more public relations communication “celebrity effect ” professional use makes people realize that the brand what kind of spokesperson, need to consider from multiple perspectives such as brand relevance, consumer overlap, risk assessment, Such as the previous shady Stone Sharon Stone “retribution theory” to Dior hurt, no brand is willing to see. So what kind of celebrities for what kind of brand? How to fully publicize the spread of celebrity spread in the public relations while avoiding the risk? For these issues, the magazine invited three veterans of different fields in the 17PR website guest interviews were conducted In-depth dialogue and exchange.