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运用文献资料法、调查法对我国体育明星广告代言问题进行研究,得出结论:(1)体育明星广告代言是在借助体育明星形象的基础上通过广告形式表达的一种商品促销手段。(2)体育明星广告代言在经济学角度,受明星价值以及广告使用价值的影响;在心理学角度,受“晕轮效应”的影响;在管理学角度,受明星“声誉管理”的影响。(3)目前我国的体育明星广告市场,存在着广告设计不合理,广告商缺乏风险规避意识;市场监管不善;明星道德滑坡,滥接广告等问题。(4)建议通过明确体育明星广告代言的法律责任、落实明星广告代言审查制度、体育明星管理好自身形象、消费者理性选择商品等措施进行改进。
By using the method of literature and information and investigation, the thesis studies the endorsement of sports stars in our country and draws the conclusion: (1) The endorsement of sports stars is a kind of product promotion means through the advertisement based on the sports star image. (2) The endorsement of sports stars in economics is influenced by the star value and the use value of advertisements; in the psychology angle, it is influenced by the “halo effect”; in the management angle, by the star “reputation management ”Impact. (3) At present, there are some problems in China’s sports star advertising market, such as unreasonable advertising design, lack of awareness of risk avoidance, poor market supervision, celebrity moral hazard and excessive advertising. (4) It is suggested that measures should be taken to improve the legal liability of sports celebrity advertisement endorsements, implement the censorship system of celebrity endorsements, manage the self-image of sports stars, and choose products rationally by consumers.