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ID:351588
大小:47.50 KB
页数:11页
时间:2017-07-26
《明星代言人:代言人选择标准的实际案例【外文翻译】》由会员上传分享,免费在线阅读,更多相关内容在学术论文-天天文库。
1、毕业论文(设计)外文翻译题 目: 企业运用名人代言的策略研究 一、外文原文标题:CELEBRITYENDORSERS:SPOKESPERSONSELECTIONCRITERIAANDCASEEXAMPLESOFFREDD原文:Businesseshavelongsoughttodistractandattracttheattentionofpotentialcustomersthatliveinaworldofever-increasingcommercialbombardment.EverydayAmericansareexposedtothousands
2、ofvoicesandimagesinmagazines,newspapers,andonbillboards,websites,radioandtelevision.Adsofallvarietiespopupeverywhereonstreets,instoresandrestaurants,andonpublictransportation.Eachoftheseadsattemptstostealatleastafractionofanunsuspectingperson'stimetoinformhimorheroftheamazinganddifferenta
3、ttributesoftheproductathand.Becauseoftheconstantmediasaturationthatmostpeopleexperiencedaily,theyeventuallybecomenumbtostandardadvertising.Thechallengeoftheadvertiseristofindahookthatwillholdthesubject's,attentionandkeepthemfromchangingthechannelorturningthepage.Onewell-usedapproachatdiff
4、erentiatingadvertisementsistheuseofcelebrityendorsements.Celebritiesareseenasdynamicindividualswithlikeableandattractivequalities.Thewordsandsometimesjusttheimageofapopularpersonwillcausemanypeopletostopandpayattention.Foryears,professionalathletes,famousactors,andmusicianshavebeenthetrad
5、itionalfavoritestofeatureinadvertisements.Astheadmarketcontinuestogrowandcompetitionbecomesfiercer,marketershaveturnedtonewcategoriesofcelebrityspokespersons.Notableex-politicians,successfulmutualfundmanagers,andhigh-profileCEO'sarenowusedwithfrequencytosellavarietyofproducts.Celebrityend
6、orsersalsoneednotbehuman.AchampionracehorsesellspetfoodinGreatBritain.CartooncharacterslikeBugsBunnyandFredFlintstonesellnetworktelevisionandbreakfastcerealsinAmerica.PuppetssuchasBigBirdsellchildren'svitamins.Newcategoriesforcelebrityendorsersareopeningeverydayasthereachofthemediamovescl
7、osertohome.Someadvertisersevencreatetheirowncelebritytoselltheirproduct.SubwaySandwichesmadeacelebrityoutofoneoftheirloyalcustomers.Theirspokesman,JaredwhoseonlyclaimtofameisconsumingmassquantitiesofSubwaysandwiches,hasbeenfeaturedinmagazinesandonvarioustelevisionsh
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