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随着时代的发展,草根代言已经摆脱了非主流地位,标示了品牌传播的新动向。草根代言在本质上并非是出于节省广告成本不得已而为之的降格行为,而是在特定情境下更加积极的代言形式,甚至是首要选择或最佳方案。因而,草根代言具有不可替代的优越性和广阔的发展空间。本文原创性地论证了草根代言的强大生命力,全面梳理其发展脉络,并从理论高度揭示其内在逻辑。
With the development of the times, grassroots endorsements have got rid of the non-mainstream status, marking the new trend of brand communication. The grassroots endorsement is not in essence a downgrade for the sake of saving advertising costs, but a more positive endorsement form in a particular situation, even a primary option or a best option. Therefore, grassroots endorsement has irreplaceable superiority and broad space for development. This article argues the strong vitality of grassroots endorsement, comprehensively combs its development context, and reveals its inherent logic from a theoretical perspective.