现代社会,形象代言对于企业和消费者有着非常重要的作用。形象代言是把双刃剑,产品缺陷导致的危机事件不仅使当事企业深陷舆论的漩涡之中,也使形象代言人备受指责。网络时代,形象代言遭遇危机事件时还不得不面对公众的逆向口碑传播。这就要求形象代言人既要做到对公众负责,又要做到对自己的形象负责。 In modern society, the image of the endorsement for the business and consumers have a very important role. Image endorsement is a double-edged sword, the product of the crisis caused by the crisis not only cause the parties involved in the whirlpool of public opinion, but also the image of the spokesman has been accused. Internet era, the image of the endorsement crisis crisis also had to face the public’s negative word of mouth communication. This requires the image of the spokesman not only to be responsible to the public, but also to be responsible for their own image.