明星代言人：代言人选择标准的实际案例

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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.EverydayAmericansareexposedtothousandsofvoicesa

2、ndimagesinmagazines,newspapers,andonbillboards,websites,radioandtelevision.Adsofallvarietiespopupeverywhereonstreets,instoresandrestaurants,andonpublictransportation.Eachoftheseadsattemptstostealatleastafractionofanunsuspectingperson'stimetoinformhimorheroftheamazinganddifferentattributesoftheprod

3、uctathand.Becauseoftheconstantmediasaturationthatmostpeopleexperiencedaily,theyeventuallybecomenumbtostandardadvertising.Thechallengeoftheadvertiseristofindahookthatwillholdthesubject's,attentionandkeepthemfromchangingthechannelorturningthepage.Onewell-usedapproachatdifferentiatingadvertisementsis

4、theuseofcelebrityendorsements.Celebritiesareseenasdynamicindividualswithlikeableandattractivequalities.Thewordsandsometimesjusttheimageofapopularpersonwillcausemanypeopletostopandpayattention.Foryears,professionalathletes,famousactors,andmusicianshavebeenthetraditionalfavoritestofeatureinadvertise

5、ments.Astheadmarketcontinuestogrowandcompetitionbecomesfiercer,marketershaveturnedtonewcategoriesofcelebrityspokespersons.Notableex-politicians,successfulmutualfundmanagers,andhigh-profileCEO'sarenowusedwithfrequencytosellavarietyofproducts.Celebrityendorsersalsoneednotbehuman.Achampionracehorsese

6、llspetfoodinGreatBritain.CartooncharacterslikeBugsBunnyandFredFlintstonesellnetworktelevisionandbreakfastcerealsinAmerica.PuppetssuchasBigBirdsellchildren'svitamins.Newcategoriesforcelebrityendorsersareopeningeverydayasthereachofthemediamovesclosertohome.Someadvertisersevencreatetheirowncelebrityt

7、oselltheirproduct.SubwaySandwichesmadeacelebrityoutofoneoftheirloyalcustomers.Theirspokesman,JaredwhoseonlyclaimtofameisconsumingmassquantitiesofSubwaysandwiches,hasbeenfeaturedinmagazinesandonvarioustelevisionsh