| 名人代言广告的风险分析与规避 |
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| 引用本文： | 张秀莉. 名人代言广告的风险分析与规避[J]. 中国广告, 2009, 0(3): 133-136 |
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| 作者姓名： | 张秀莉 |
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| 作者单位： | 复旦大学新闻学院;上海大学影视学院广告学系; |
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| 摘 要： | 现代商业社会中，企业利用名人的知名度和号召力进行品牌推广和产品广告宣传的做法十分普遍。名人效果利用的好，能成为企业发展的助推器；同样，如果处理不好代言广告宣传活动中可能发生的风险，效果则会大打折扣，甚至有反效果。本文将结合实例，具体分析名人代言广告活动中存在的风险，以及风险的防范与规避。
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| 关 键 词： | 名人代言广告 风险管理 防范策略 适用度风险 政治风险 |
The replacement List of China Advertising Agency New Business |
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| Abstract: | It is very popular for many corporations to use celebrities as spokesmen to promote their product or brand in nowadays. But the effect of the celebrity advertisement is not always positive. If the risk in the advertising is not well settled, the positive effect will possibly be discounted, or even be changed to negative effect. This article will analysis these potential risks, and find out the way to keep them away with many cases. |
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| Keywords: | celebrity advertisement risk management |
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