论文部分内容阅读
2001年7月,北京热浪翻滚,而明星出任形象大使、企业更换品牌形象代言人的新闻也热疯了媒体。7月13日的莫斯科,巩俐、杨(?)、邓亚萍等各路明星各展招数,向世界施展中国的风采。在国内,明星粉墨登场为企业品牌亮相的消息也频频发布:7月7日,帅哥吴奇隆出现在北京国展体博会上,与德尔惠鞋业举行了签约仪式,担任该品牌的形象代言人;7月9日,奥运冠军伏明霞以高达7位数的酬金将为某护肤品广告出任为期一年的美肤形象大使;7月10日,又传来了章子怡被选为瑞士豪雅运动表形象代言人的消息。市场化的社会给了明星和企业秋波明送的机会,企业选谁做品牌代言人,要看明星的名气和人气,而明星接不接招,要看企业的牛气和财气。
In July 2001, the Beijing hot wave rolled, and the news that the star became the image ambassador and the enterprise replaced the brand image spokesperson was also hot crazy media. On the 13th of July in Moscow, Gong Li, Yang (?), Deng Yaping and other celebrities demonstrated their tactics to the world. In China, the news that celebrities have appeared on the stage for corporate brands has also been released: On July 7, the handsome guy Wu Qilong appeared in the Beijing Expo and held a signing ceremony with Delphi Footwear as the spokesperson for the brand; July On the 9th, Olympic Champion Fu Mingxia paid a 7-figure emolument for a skin-care product advertisement for a one-year ambassador for the beautiful skin. On July 10, Zhang Ziyi was selected as the spokesperson for the Swiss watch movement. . The market-oriented society has given stars and companies a chance to send their talents to the public. Whoever chooses to be a brand spokesperson depends on the celebrity and popularity of celebrities. The celebrity does not follow suit, and it depends on the enterprise’s bullishness and financial vigor.