名人广告风险探析  

EXPLORATION AND ANALYSIS OF RISKS IN STARS ADVERTISING

作　　者：廖燕丽 

机构地区：[1]福建师范大学传播学院,福建福州350108

出　　处：《南阳理工学院学报》2015年第3期48-51,共4页Journal of Nanyang Institute of Technology

摘　　要：在企业的营销战略中,请名人做广告是一种重要的手段。但在商业利益的驱使下,许多名人和商家不顾社会责任和公共利益,对产品做虚假、夸大事实甚至是违法的宣传。此种行为包含着巨大的风险。本文通过分析名人广告现状及效应、名人广告风险,提出规避风险的建议,期望社会各界能够正确地对待名人广告效应,重视名人广告风险,共同完善名人广告管理,营造一个和谐的广告氛围。In the company＇ s marketing strategies,stars advertising is a kind of important means. However,in the drive of huge commercial interest,lots of famous stars and businessmen neglecting their social responsibilities and public interest,conduct false,exaggerated,and even illegal speculation,such behavior with huge risks. By analyzing the current situation and effects of stars advertising,risks and reasons of it,this article will put forward suggestions to avoid these risks and hope that people from the corresponding sectors can treat the effects of stars advertising properly,pay attention to the risks of star advertising to improve the management of stars advertising and to create a harmonious advertisement atmosphere.

关 键 词：名人广告 风险 原因 对策 

分 类 号：F713.8[经济管理—广告]