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在中国的纺织服装产业基地,江苏常熟、福建泉洲等地,近期,品牌聘请明星代言之风方兴未艾。大量品牌的同质化、眼花缭乱的服装明星代言广告,企业如何在没有生气的灰暗时代突围,找到自己的定位,从而独领风骚,傲视江湖。在信息的二级传播理论中,意见领袖的作用是非常重要的。明星,起的作用就是“意见领袖”。信息在传播过程中必须通过意见领袖并由意见领袖过滤传达到下一级,意见领袖起到把关人的作用,明星凭借自身的艺术魅力
In China’s textile and garment industry base, Jiangsu Changshu, Quanzhou, Fujian and other places, the recent, the brand hired star endorsement of the wind in the ascendant. Homogenization of a large number of brands, dazzling clothing celebrity endorsement ads, companies how to break through the gloomy era of no life, to find their own position, to dominate, proud rivers and lakes. The role of opinion leaders in the theory of secondary communication of information is very important. Star, plays the role of “opinion leader ”. In the process of dissemination, the information must be passed by the opinion leaders and filtered by the opinion leaders to the next level. The opinion leaders play the role of guarding the people. With their artistic charm