广告代言人的好处英文对译

明星代言人的好处

明星代言人，具有多种正面作用。

第一，提高企业形象。

邀请名人作广告需要大笔酬金。例如美国著名职业篮球明星迈克·乔丹1991年夏天与夸克燕麦片公司签下合同，为盖托瑞德牌夏季运动饮料作广告10年，酬金1800万美金。我国明星的报酬虽然没有这么高，但对普通消费者来说也是一笔天文数字。所以请得起名人作广告的公司或企业通常会给人财大气粗的印象。换言之，明星可以帮助企业或品牌树立起高大的形象。

第二，吸引消费者眼球。

不管明星出现在电视屏幕、高速公路旁的广告牌，还是演出的舞台上，人们总想目睹一下明星风采，看一看明星的所作所为。许多明星都有其追随者、崇拜者，明星的一言一行都会引起他们的关注。所以，明星广告会因明星而得益，提高广告的受众接触率，明星代言的品牌知名度也会因此而提高。

第三，爱屋及乌。

喜欢明星，进而喜欢明星所介绍、所使用的产品或品牌，这是一种常见的情感迁移的心理现象。乔丹是全世界篮球球迷最喜欢的运动员，因此，乔丹所代言的运动鞋耐克也行销全世界，成为运动鞋的领导品牌，超越老牌产品爱迪达斯。

第四，示范作用。

明星对普通消费者具有很大的影响力，人们在生活方式、衣着打扮和行为举止上常常会仿效名人。因此请名人在广告中表演、介绍和推荐产品，能产生较强的感染力和说服力，从而达到促进产品销售的目的。例如美国烟草公司由于较早使用名人作广告，在名人广告宣传开始短短的两个月内，竟然使该公司的红光牌香烟销售额增长47％，市场占有率从20％上升为38％。国内电视剧《渴望》播出之后，刘慧芳的服饰在市场上也曾流行一时。

第五，延续广告效果。

经过长时间的营销努力和广告宣传，消费者会在记忆中建立起明星与品牌的密切联想关系。这样，当消费者在其他场合或情景中再次见到明星时，会不由自主地联想起其曾经代言的品牌，从而起到延续广告效果、维持品牌知名度的作用。时至今日，一说起李默然，人们仍然不会忘记三九胃泰，提起潘红，依旧会想起霞飞。说到王姬，“孔府家酒，叫人想家”便涌现在脑海之中。

第六，提高品牌的品质形象。

不管在国外还是国内，明星都是富有一族、高消费群体，因此，消费者不难作出这样的推断，明星用的品牌肯定是高品质的。联合利华的力士香皂，早期在我国的市场推广，曾聘

请一系列知名影星担任代言人。经过大量的广告宣传，该品牌从众多香皂产品中脱颖而出，成为时尚青年的首选。

第七，定位品牌。

产品是给什么人用的通常要借助于人物与品牌在广告中的关系来表达，因此，明星也可以起到定位品牌的作用。明星对品牌的定位作用一方面是通过他们与一般人在经济地位上的不同，从产品档次上将品牌定位在高端消费群体上；另一方面，是通过明星个性形象以及年龄等特征来确定产品的消费群体。如由巩莉代言曲美，就是将产品定位在三四十岁的女性群体。由赵本山代言的产品，往往与农村消费者有关。

第八，丰富品牌内涵。

明星一般都有已被消费者所了解的故事，为消费者所接受的独特个性。将明星与品牌联系起来，品牌也就增加了一些联想和内涵。耐克因为乔丹而增加了“篮球”、“运动”、“冠军”、“成功”的含义，利郎服装通过陈道明而让人产生“成熟”、“老练”、“自信”的感觉。

第九，提供购买理由。

在许多情况下，消费者不知道应该购买什么品牌比较合理，因而“广告做得多”或“名人推荐”就成为理由。娃哈哈纯净水产品销量的后来居上，也许就是因为有了景冈山与罗湘晋、毛宁和陈明的代言，给了消费者一个选择该品牌的理由。

第十，媒体炒作。

聘请知名人士担当产品代言人，很容易引起媒体的炒作，从而有助于品牌知名度的迅速提升。李默然与三九胃泰，至今仍作为中国名人广告经典被人们所议论，该广告也深深地留在消费者的记忆之中；“美的”花100万元买来巩莉在美的空调广告中的“嫣然一笑”，是否值得当时也引起媒体的广泛讨论。

第十一，吸引合作者。

从理论上讲，明星代言人的效应主要表现在上述十个方面。但从实践角度来说，吸引合作者往往是企业首先考虑的。因为对广告主（企业）来说，明星对消费者的影响是后面的事，优先考虑的应该是渠道的问题。如果没有畅通的渠道，产品就不可能到达消费者手中。聘请名人任品牌代言人，意味着企业资金雄厚，意味着企业花重金搞营销，意味着产品销售前景看好，因而达到吸引经销商兴趣，增加经销商信心，提高经销商积极性的作用。此外，聘请明星代言人也有助于企业得到原材料供应商的支持。 Star spokesman's advantage

The star spokesman, has many kinds of frontage function. First, enhances the enterprise image.

Invites the celebrity to make the advertisement to need the great remuneration for services rendered.For example the American famous professional basketball star Mike · Jordan in 1991 in the summer and the quark oatmeal company signed the contract, the Germany sign summer

the movement drink did for Ge Tuorui the advertisement for 10 years, the remuneration for services rendered 18,000,000 dollars.Although our country star's reward not such high, but to the ordinary consumer also is astronomical figures.Therefore please give a name the human to make the advertisement the company or the enterprise usually can give the human the filthy rich impression.In other words, the star may help the enterprise or the brand sets up the big image. Second, attracts the consumer eyeball.

No matter the star appears nearby the television screen, the highway billboard, performs in stage, the people always want to witness the star elegant demeanor, looks at star's actions.Many stars all have its follower, the adorer, star's every word and deeds can arouse their interest.Therefore, the star advertisement can benefit because of the star, enhances the advertisement to contact the audiences rate, the star speaks on another's behalf brand well-knownness also can therefore enhances.

Third, loves it and everything that comes along with it.

Likes the star, then likes the star introducing, uses product or brand, this is one kind of common emotion migration psychological phenomenon.Jordan is the athlete who the world basketball fan most likes, therefore, Jordan speaks on another's behalf the athletic shoes bear the gram also to sell the world, becomes the athletic shoes the leadership brand, the surmounting established brand product likes enlightening reaches Si. Fourth, exemplary role.

The star has the very big influence to the ordinary consumer, the people in the life style, the attire appearance and the behavior manner can imitate the celebrity frequently.Therefore asks the celebrity to perform, the introduction and the recommendation product in the advertisement, can have the strong power and the persuasive power, thus achieves the promotion product sale the goal.For example American Tobacco Company because uses the celebrity to make the advertisement early, starts the short two months in the celebrity advertisements propaganda, makes this company the thioindigo red sign cigarette sales volume to grow 47%, the market share from 20% rise is unexpectedly 38%.After the domestic soap opera \broadcasts, Liu Huifang's clothing once was also popular in the market for a while. Fifth, extension advertisement effect.

After the long time marketing with the advertisements propaganda, the consumer can establish the star and the brand close association relations diligently in the memory.Thus, when the consumer in other situations or the scene saw once more when star, can cannot help but associate the brand which it once spoke on another's behalf, thus played the extension advertisement effect, the maintenance brand well-knownness role.At this point, as soon as mentions Li Moran, the people still could not forget 39 stomach Thai's, mentioned Pan to be red, could remember the rosy cloud as before to fly.Speaks of the king professional female entertainer, “the Confucian Residence liquor, makes one to miss homeland” then emerges in the mind. Sixth, enhances the brand the quality image.

No matter in overseas domestic, the stars all are the rich race, the high consumption community, therefore, the consumer not difficult to make such inference, the star uses the brand definitely is the high quality.The union advantage China's person of great strength scented soap, the early time in our country's market introduction, once invited a series of well-known movie stars to hold the post of the spokesman.After massive advertisements propaganda, this brand from multitudinous scented soap product blooming, becomes the fashion youth's first choice.

Seventh, localization brand.

The product is uses for any person usually to have to draw support in the character and the brand expresses in the advertisement relations, therefore, the star also may play the localization brand role.On the one hand the star to the brand localization function is through them with average person's in economic status difference, the brand locates from product scale general on the high end expense community; On the other hand, is through characteristics and so on star individuality image as well as age determines the product the expense community.If speaks on another's behalf the tune by secure Li to be beautiful, is locates the product in 340 year-old feminine community.Product speaks on another's behalf which by Zhao Benshan, often concerns with the countryside consumer. Eighth, rich brand connotation.

The star generally all has already the story which was understood by the consumer, accepts the unique individuality for the consumer.Contact with the star and the brand, the brand also increased some associations and the connotation.Bears the gram increased “the basketball” because of Jordan, “the movement”, “the champion”, “the success” the meaning, the favorable court attendant clothing lets the human produces “maturely”, “experienced”, “self-confident” the feeling through Chen Daoming.

Ninth, provides the purchase reason.

In many situations, the consumer did not know should purchase any brand quite to be reasonable, thus “the advertisement is a lot” or “the celebrity recommends” becomes the reason.Baby ha ha pure aquatic product sales volume catching up, perhaps is because had scenery Okayama and Luo Xiangjin, the wool rather with Chen bright speaking on another's behalf, has chosen this brand for consumer one the reason. Tenth, the media hypes.

Invites the celebrity to take on the product spokesman, very easy to cause media hyping, thus is helpful to the brand well-knownness rapid promotion.Li Moran with 39 stomach Thai, still took until now the Chinese celebrity advertisement classics were discussed by the people, this advertisement also deeply deeply keeps in consumer's memory; “Beautiful” spends 1,000,000 Yuan to buy secure Li “to smile” in the beautiful air conditioning advertisement, whether was worth at that time also evoking the media widespread discussion. 11th, attracts the collaborator.

Theoretically speaking, the star spokesman's effect mainly displays in the above ten aspects.But from the practice angle, attracts the collaborator often is the enterprise first considers.Because to the advertisement host (enterprise), the star to the consumer the influence is the behind matter, first considers to be supposed to be the channel question.If does not have the unimpeded channel, the product not impossible to arrive in the consumer hand.Invites the celebrity no matter what the brand spokesman, meant the enterprise ample funds, meant the enterprise flower large sum of money does the marketing, meant the product sale prospect favors, thus achieved attracts the dealer interest, strengthens the dealer belief, enhances the dealer enthusiastic function.In addition, invites the star spokesman to be also helpful in the enterprise has raw material supplier's support.

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