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品牌服务明星案例范文(中英文版)Case Study Example: Brand Service Celebrity品牌服务明星案例范文Introduction:In the competitive market, brand service celebrities play a crucial role in attracting customers and enhancing brand reputation.This case study highlights a successful example of a brand service celebrity who made a significant impact on the company"s growth.引言：在竞争激烈的市场中，品牌服务明星在吸引顾客和提升品牌声誉方面发挥着关键作用。
本案例研究重点介绍了一位品牌服务明星的成功案例，他对公司的增长产生了重大影响。
Challenge:The company faced challenges in differentiating their brand from competitors and lacked customer engagement.They needed a unique strategy to improve brand visibility and customer loyalty.挑战：该公司面临着与竞争对手区分品牌的挑战，且缺乏顾客参与。
他们需要一个独特的策略来提高品牌知名度和顾客忠诚度。
Solution:The company hired a renowned brand service celebrity to endorsetheir products and enhance brand image.They organized various promotional events and collaborate with the celebrity to create engaging content for social media platforms.解决方案：该公司聘请了一位著名的品牌服务明星代言他们的产品，提升品牌形象。
英语四级作文《明星代言那点事》优秀范文2篇话题：目前,我们很难过上一天没有看到一个名人代言人推广产品或一个社会运动在电视,网络或其他媒体.这是一个强烈的流行趋势,我们不能不注意到.正如众所周知,任何事物都有明亮和黑暗的方面.一些明星的社会活动和公共宣传提高公众意识认可,引起公众行为的改变.在这种情况下,他们成为广大市民的正面榜样.参考例文一：As is depicted in the drawing,nowadays many stars ,for earning money,endorse products and make false or deceptive advertisements without concern for the damage done to the consumers.What can we do to curb and stop such evil practice?From picture,it is obvious that stars must be made to answer for his endorsements. Advertising by stars has the potential to persuade people into commercial transactions that they might otherwise avoid.To curb this bad working styles,firstly,our governments should revise the advertising law and stipulate the responsibilities of spokesmen.What’s more,we should call on the society to monitor the celebrities and the advertisement.Only with efforts of both regulative and monitoring systems can we stop the evil practice of false and deceptive advertisements by stars.Consumers are often cheated by the false advertisements on which consumers always waste a great deal of time.Hence the government should exhaust all the measures they can do protect the consumers and a healthy market.参考例文二：Currently, we could hardly live a single day without seeing a celebrity spokesperson promoting a product or a social campaign on TV, net or other media. This is an intensely popular trend that we cannot fail to notice.There is no doubt that the celebrity spokespeople could boost the sale of a product. A host of celebrityspokespersons, however, have emerged as the marketing tool of some companies, even companies producing and selling fake and inferior items. This kind of behavior has produced negative impacts on consumers and whole society, which should be severely criticized and penalized. Of course, as is known to all, everything has both bright and dark sides. Some stars’ endorsement of social activities and public campaigns raises public awareness, giving rise to changes in public behavior. In this case, they serve as positive role models of the general public. To name only one case: Pu CX, a household figure, acting as the celebrity spokesman of the China AIDS Foundation, contributes greatly to the cause of AIDS prevention and cure in China.词汇：dra wing [ˈdrɔːɪŋ] n. 绘画，制图；图画；图形；提款transaction [trænˈzækʃən] n. 交易；事务；办理；会报，学报spokesperson [ˈspəʊksˌpɜːsən] n. 发言人foundation [faʊnˈdeɪʃən] n. 基础；地基；建立；基金会；粉底。
明星代言现象英文作文The phenomenon of celebrity endorsements is prevalentin today's society. From fashion to food, from cosmetics to cars, it seems like every product is being promoted by a famous face. But is this really effective? Do consumers really buy a product just because their favorite celebrity says it's good? 。
I mean, let's be real here. When we see a celebrity promoting a product, it's hard not to feel a little bit of FOMO. We see them looking all glamorous and happy, and we think, "Hey, if it's good enough for them, it's good enough for me, right?" It's like we want to be a part of their world, and buying the same stuff they do makes us feel a little closer to that.But at the same time, we're not stupid. We know that just because a celebrity says something is great, itdoesn't necessarily mean it's true. We've all seen those cringe-worthy commercials where the celebrity looks likethey're reading off a cue card, and we can't help but roll our eyes. It's like, come on, we know you're getting paidto say this, so how can we trust you?And then there's the whole issue of authenticity. I mean, sure, it's cool to see a celebrity endorsing a product, but we also want to know that they actually use it in real life. We want to see them posting about it onsocial media, or hear them talking about it in interviews. Otherwise, it just feels kind of fake, you know?At the end of the day, I guess celebrity endorsements can be effective, but they have to be done right. We wantto feel like the celebrity actually believes in the product, and that they're not just cashing in on a paycheck. And hey, if they can make us feel a little more fabulous in the process, then I guess it's a win-win, right?。
代言英文作文范文大全英文：As a celebrity endorser, I have been asked many times about my experiences and thoughts on endorsing products. For me, there are several factors that I consider before agreeing to endorse a product.Firstly, I need to believe in the product and its benefits. I cannot endorse a product that I do not believe in or that I know is not effective. This is because my reputation is on the line and I do not want to mislead my fans and followers.Secondly, I consider the brand's values and reputation.I want to make sure that the brand aligns with my own values and that they have a good reputation in the market.I also look at their track record with other celebrity endorsers to see if they have been ethical and fair intheir dealings.Lastly, I consider the financial aspect. While money is not the most important factor for me, I need to make sure that the compensation is fair and reasonable for the amount of work and exposure that I will be giving to the brand.Overall, being a celebrity endorser is a big responsibility and I take it seriously. I want to make sure that I am endorsing products that are of high quality and that align with my values and beliefs.中文：作为一名代言人，我经常被问及我的经验和对代言产品的看法。
明星代言英语作文Celebrityendorsements明星代言英语作文Celebrity endorsementsIn the contemporary society, it is very common for celebrities, or the so-called superstars, to be spokesmen or representatives for a wide variety of products.在当代社会,这是很常见的名人,或所谓的超级巨星,是发言人或代表各种各样的产品。
Celebrities’ advertisements can be easily found on the Internet, televisions, newspapers, magazines and even on the walls of some buildings.名人广告可以很容易地发现在互联网上,电视、报纸、杂志、甚至一些建筑物的`墙壁。
There are, however, some problems for celebrities and the consumers.然而,一些名人和消费者的问题。
To begin with, before representing, a star may know nothing about the product.首先,代表之前,一个明星可能对产品一无所知。
Thus, consumers may be misled.因此,消费者可能会被误导。
Even worse, for the sake of money, some stars advertise for items with low quality, even for fake commodities.更糟糕的是,为了钱,有些恒星质量较低的项目做广告,甚至对假冒伪劣商品。
In the case of Sanlu, the public image of stars involved was spoiled.在三鹿的案例中,涉及的明星的公众形象是被宠坏的。
中文4510字标题：The State of Celebrity Endorsement in Sport原文：AbstractSport endorsers were present in 11% of all television advertisements in 1995,receiving more than $1 billion dollars from U.S. companies for their services. Along with several positive advertising campaigns, there have been some less successful efforts involving celebrities as spokespersons. The most recent and vivid occurrence is O.J. Simpson and his endorsement with Hertz Rental cars. This article describes the advantages and disadvantages of celebrity-based advertising in sport and examines future directions for this marketing approach.Approximately 20% of all television commercials feature a famous person from the world of sport, television, movies or musical entertainment. Of the billions of dollars allocated annually for television advertising, approximately 10% is spent on endorsers (Agrawal & Kamakura, 1995). Many companies have had considerable success using celebrities as spokespersons, especially athletes. In 1995, U.S. companies paid more than $1 billion to 2000 athletes for endorsement deals (Lane, 1996). Sport endorsers were featured in 11% of all television advertisements that same year (Turner, Bounds, Hauser, Motsinger, Ozmore, & Smith, 1995). Examples of high profile celebrity endorsers include Sheryl Swopes, Deion Sanders, Michael Jordan and Bo Jackson for Nike, Shaquille O'Neal for Reebok, Tiger Woods for Rolex, and Jimmy Connors for Advil. Along with the positive campaigns, there have been several less successful marketing campaigns involving celebrities as spokespersons. The most recent and vivid occurrence is O.J. Simpson and his endorsement with Hertz Rental cars. The purpose of this article is to describe the advantages and disadvantages of sport celebrity-based advertising and to discuss future directions for this marketing approach.Advantages of Celebrity EndorsementsThere are several benefits to having celebrities endorse products or services. Research has indicated that customers are more likely to choose goods and services endorsed by celebrities than those without such endorsements (Agrawal & Kamakura, 1995). Marketing Evaluations Inc. has compiled a list of 1,500 U.S.-known celebrities with appealing qualities to consumers. Most of the 1,500 were viewed as familiar and likable (Miciak & Shanklin, 1994).Another advantage to celebrity-based campaigns is that famous people hold the viewer's attention. In this era of sound-bytes and channel surfing, there is a demand for people's time and focus. For instance, a commercial with the WNBA's Lisa Leslie or NHL's Wayne Gretzky is more likely to keep a television remote control clicker on the channel versus a commercial with a local doctor or dentist. People want to see Andre Agassi and others of such celebrity. The third benefit of using celebrity endorsers is that s/he can provide testimony for a product or service, particularly when the product has contributed to their celebrity. Consumers may be more likely to try a motor oil endorsed by Al Unser, Jr.. This relationship can increase a consumer's belief and trust in the product and its benefits. The more familiar an endorser, the more likely consumers are to buy the endorsed product (Miciak & Shanklin, 1994). Disadvantages of Celebrity EndorsementsThere are some negative consequences to using sport celebrities as endorsers. The first issue concerns the high financial to secure the big name endorsers. Pepsi paid Shaquille O'Neal $25 million to endorse the popular soda product. Tiger Woods received $40 million from Nike to support the company's youth marketing campaign. Although these large companies do not have a problem spending top dollar necessary to acquire famous personalities, most small companies struggle to afford any celebrities, let alone ones that cost $25 or $40 million dollars. It is a bigger risk for the smaller companies to invest large amounts. Their losses are greater if something goes wrong. Nike was not phased by the 1996 case involving Dallas Cowboy wide receiver Michael Irvin, who was caught by police with drugs and prostitutes in local hotel room. Irvin was only a small piece of Nike's endorsement scheme. However, there were 13 small Toyota dealerships that suffered tremendously. They had the Cowboysstar lined up to do a series of commercials, worth about $500,000. Not only did they lose the money invested in Irvin and the ads, they also had to incur more expense by finding a replacement for him (Lane, 1996).Another negative aspect is that a company may not be able to get a celebrity to represent their product exclusively. He/she may endorse several products, sometimes switching their endorsements to rival brands. This happens frequently when trying to secure someone that is well-liked by society and in high demand for product endorsements. As a result, the credibility and trust in the product and the endorser decreases. It also sends a message to the consumer that, "If the endorser won't stick with a brand, why should I?" Auto racing's Jeff Gordon is an example of one who has multiple endorsement contracts and consequently, is less effective as an endorser.The third and potentially most damaging risk in using high-profile candidates is negative publicity received by an endorser. Some familiar cases include murder charges brought against O.J. Simpson, rape charges and a jail sentence against Mike Tyson and drug charges against Michael Irvin. Hertz, Pepsi, Kodak, Nike and Toyota all felt the consequences of the celebrities' actions. When a negative image of the celebrity is portrayed, a tarnished picture is also painted for the organization, making it difficult to gain consumer trust to buy the product. Although there is no way to guarantee that detrimental incidents like these won't occur, some situations might be prevented by evaluating the applicant's personal and professional behavior to determine if they might be prone to negative situations.Once all aspects of celebrity-oriented advertising have been evaluated, a company must choose whether to adopt the strategy. If the decision is made decide to proceed, the foundation of a successful endorser selection rests in four concepts, known by the acronym FRED. FRED stands for familiarity, relevance, esteem and differentiation, and was the result of a $6 million study interviewing 30,000 people around the world to find out why brands and their advertising efforts succeed and fail (Miciak & Shanklin, 1994).Familiarity is the first essential component of an effective endorser. The target market must be aware of the celebrity, and perceive the person as friendly and likable,and trustworthy.Recognition by the intended audience is more important than being known worldwide. The next component of FRED is relevance. There should be some link between the promoter and the product, as well as between the promoter and the audience. An example outside the world of sport effectively illustrates this point. It was embarrassing for the beef industry when television star and spokesperson, Cybill Shepherd said she did not eat meat. Also, it's important for the audience to identify with the celebrity. For instance, young African-American boys can relate to Shaquille O'Neal and senior citizens feel a tie to Arnold Palmer. If consumers can associate with the endorser, they will feel more comfortable accepting and buying the product or service. Player free agency and frequent trades in Major League Baseball have also negatively influenced the nature of celebrity endorsers for the sport.The third FRED principle deals with esteem. Consumers must have the utmost respect for the celebrity in order for the commercial or promotion to be credible. Those viewed by society as prestigious include sport figures Peggy Fleming, Don Shula, Tom Landry, and Julius Erving. The public has great respect for them, in part, because of their distinguished careers but also because they endorse relatively few products. Further, the products they do agree to endorse are of the highest industry standards, adding to the their respect and credibility among consumers.Differentiation is the final component of FRED. The public must see the endorser as different from all the rest. If there is no perceived disparity among celebrities, then the strategy is not worthwhile. Michael Jordan is an example of a celebrity that stands apart from the normal athlete, one of the contributing factors to his success as an endorser. These FRED principles are not guarantees to success, but can serve as guidelines when selecting a spokesperson. Each organization and its objectives are different, and should be evaluated on an individual basis.Future DirectionsSport is an integral part of our society, and many advertisers have found that sport stars can effectively differentiate their products from others. In general, the success of sport celebrity endorsement is due to the growing interest in sport. In the last 20 years, there have been significant increases in the number of children playingsport, as well as in the dollars invested in televising and sponsoring sport. While there are several risks involved in using celebrity endorsers the continued practice in advertising signals that corporations believe the risks are worth taking. For some businesses however, the way in which they are using the celebrities has changed over time. As example, Nike, Reebok and Sprint are re-evaluating their campaign techniques by promoting endorsers at the grassroots level. Instead of using only top national athletes in advertisements, local and regional athletes are used as endorsers to give products more relevance to the average consumer. Since there is usually fan loyalty to hometown teams, marketing local professional sports personalities can be appealing in some markets (Miciak & Shanklin, 1994).Avia and Hertz have stopped using athletes in their advertising campaigns. Avia is targeting their advertising primarily toward women. They have de-emphasized athletics by having one commercial staged in a grocery store. Hertz has also elected not to use professional athletes,but their action came as a result of the O.J. Simpson embarrassment. These companies appear to be in the minority with respect to their decisions to discontinue using sport endorsers出处：Amy Dyson and Douglas Turco (Illinois State University) cyber journal of sport marketing标题：国家体育中的名人代言译文：摘要1995年，体育代言人所代言的广告占所有广告的11%，仅仅在美国创造了10亿美元的价值。
明星代言英文图标作文1. Iconic Celebrities and Brand Endorsements。
Celebrities have long been associated with promoting products and services. From sports stars to movie icons, brands have turned to celebrities to endorse their products and create a buzz around their brand. Celebrities bring a certain level of credibility and trust to a brand, which can help to increase sales and brand loyalty.2. The Power of Social Media Influencers。
In recent years, social media has become a powerfultool for brands to connect with their target audience. Social media influencers, who have a large following on platforms like Instagram and YouTube, have become the go-to for brands looking to reach a younger demographic. These influencers have the ability to create authentic content that resonates with their followers and can help to drive sales for brands.3. Celebrity Endorsements in Fashion。
明星代言Direction: For this part, you are allowed 30 minutes to write a short essay on the topic Celebrities as the products’ spokesmen. You should write at least 150 words following the outline given below in Chinese:1. 明星代言现象很普遍。
2. 明星代言广告存在一些问题。
3. 我的看法。
Celebrities as the products’ spokesmenIn contemporary society, it is verycommon for celebrities, or the so-called superstars, to be spokesmen or representatives for a wide variety of products. Celebrities’ advertisements can be easily found on the Internet, televisions, newspapers, magazinesand even on the walls of some buildings.危害：There are, however, some problems for celebrities and the consumers. To begin with, before representing, a star may know nothing about the product. Thus, consumers may bemisled. Even worse, for the sake of money, some stars advertise for items with low quality, even for fake commodities. In the case of Sanlu, the public image of stars involved was spoiled. Last but not least, the high income of advertisingdoes not deserve their labor, which widens the gap between the poor and the rich.From my point of view, it is high time that measures were taken to eliminate the demerits. Firstly, laws should be worked out to regulatecelebrities’ advertising. Secondly, stars should be required to tell the truth to the public. Only by doing so can stars be trusted by their fans and can consumers benefit.(183)。
名人代言的看法英语作文In the kaleidoscope of modern marketing strategies, celebrity endorsements stand out as a vibrant and compelling technique. The allure of a famous face or voice can turn a product into a sensation overnight, yet this phenomenon isnot without its nuances and controversies. Celebrities, with their vast fan base and social media influence, have the power to sway public opinion and drive sales, but this power also comes with a responsibility to be authentic and ethical.When a beloved actor or a renowned athlete lends their image to a brand, it is not just about the monetary transaction; it's about trust. Fans trust their icons to endorse products they genuinely believe in, and when thistrust is broken, it can tarnish not only the brand but also the celebrity's reputation. The recent trend of influencers promoting products without fully understanding or using them has sparked debates on the ethics of such practices.Moreover, the impact of celebrity endorsements extends beyond just sales figures. It shapes societal values and aspirations, particularly among the youth. The message conveyed through these endorsements can influence what is considered desirable or attainable. This is why it is crucial for celebrities to choose their partnerships wisely, ensuring that the products they endorse align with their personal values and contribute positively to the public discourse.However, the flip side of this coin is the undeniable boost that a celebrity endorsement can give to a brand. It can elevate a new product's visibility, create a buzz, and even redefine a brand's image. The synergy between acelebrity's persona and a brand's ethos can lead to a powerful marketing narrative that resonates with consumers on a deeper level.In conclusion, while celebrity endorsements are a double-edged sword, when wielded with integrity and insight, they can forge a potent connection between brands and consumers.It is a delicate balance of influence and responsibility, where the true measure of success lies not just in the immediate sales spike, but in the long-term trust and loyalty that is built.。
英语四级押题作文：明星代言_年_月英语四级考试进入了最后冲刺阶段，不知道大家都准备如何啦？这里为大家提供英语四级作文范文，供大家学习相关表达，形成自己的模板和拓展备考话题，但注意一定不要死记硬背哦_英语四级押题作文：明星代言On the Celebrity SpokespersonCurrently, we could hardly live a single day without seeing a celebrity spokesperson promoting a product or a social campaign on TV, net or other media. This is an intensely popular trend that we cannot fail to notice.There is no doubt that the celebrity spokespeople could boost the sale of a product. A host of celebrity spokespersons, however, have emerged as the marketing tool of some companies, even companies producing and selling fake and inferior items. This kind of behavior has produced negative impacts on consumers and whole society, which should be severely criticized and penalized. Of course, as is known to all, everything has both bright and dark sides. Some stars’endorsement of social activities and public campaigns raises public awareness, giving rise to changes in public behavior. In this case, they serve as positive role models of the general public. To name only one case: Pu C_, a household figure, acting as the celebrity spokesman of the China AIDS Foundation, contributes greatly to the cause of AIDS prevention and cure in China._年_月英语四级押题作文：明星代言.。
中文3700字毕业论文（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：CELEBRITY ENDORSERS:SPOKESPERSON SELECTION CRITERIAAND CASE EXAMPLES OF FREDD原文：Businesses have long sought to distract and attract the attention of potential customers that live in a world of ever-increasing commercial bombardment. Everyday Americans are exposed to thousands of voices and images in magazines, newspapers, and on billboards, websites, radio andtelevision. Ads of all varieties pop up everywhere on streets, in stores and restaurants, and on public transportation. Each of these ads attempts to steal at least a fraction of an unsuspecting person's time to inform him or her of the amazing and different attributes of the product at hand. Because of the constant media saturation that most people experience daily, they eventually become numb to standard advertising. The challenge of the advertiser is to find a hook that will hold the subject's, attention and keep them from changing the channel or turning the page.One well-used approach at differentiating advertisements is the use of celebrity endorsements. Celebrities are seen as dynamic individuals with likeable and attractive qualities. The words and sometimes just the image of a popular person will cause many people to stop and pay attention. For years, professional athletes, famous actors, and musicians have been the traditional favorites to feature in advertisements. As the ad market continues to grow and competition becomes fiercer, marketers have turned to new categories of celebrity spokespersons. Notable ex-politicians,successful mutual fund managers, and high-profile CEO's are now used with frequency to sell a variety of products. Celebrity endorsers also need not be human. Achampion racehorse sells pet food in Great Britain. Cartoon characters like Bugs Bunny and Fred Flintstone sell network television and breakfast cereals in America. Puppets such as Big Bird sell children's vitamins. New categories for celebrity endorsers are opening every day as the reach of the media moves closer to home.Some advertisers even create their own celebrity to sell their product. Subway Sandwiches made a celebrity out of one of their loyal customers. Their spokesman, Jared whose only claim to fame is consuming mass quantities of Subway sandwiches, has been featured in magazines and onvarious television shows. Dell Computer has created a fictionalized slacker character to represent their products. After a series of successful television spots, the actor who plays 'Steven' has become a celebrity himself appearing on news and other programs.Using celebrity fame, bought or contrived, has certain advantages and risks. A celebrity-product association can capture a viewer's attention, increase the public's awareness of the product, and cause consumers to purchase the product endorsed. In contrast, celebrity-products associations can be very costly and risky based on the potentially volatile image, nature, and credibility of the spokesperson used.Beginning with a review of the literature, we explore the history and the pros and cons of using a celebrity to endorse a manufacturer's product or service. After assessing the advantages and disadvantages of celebrity endorsements, a company will decide whether or not to use a celebrity in their marketing plan. From here the question of which celebrity to use can be answered using several different methods. We discuss different criteria and examine them with several current examples. The choice of the right celebrity can mean the difference between an effective and ineffective advertising campaign.ADV ANTAGES OF CELEBRITY ENDORSEMENTS Companies can no longer afford to offer a 'one style fits all' approach to their products. With increased competition, differentiation becomes vital to future business. During the 2002 World Cup, Nike aired an advertising campaign that encompassed all of the pros of celebrity endorsements. The Nike World Cup ads can be found at . To be considered effective, a celebrity endorser should beable to do the following.1.Capture the viewer's attention2.Increase product awareness3.Influence the purchase decisions of the target marketAs products have become more generic and media clutter has increased, celebrity endorsements have become a favored method of capturing the target market's attention. An easily recognizable figure or team who generates excitement can cut through the clutter and will draw attention to the product more than an unknown person or a faceless ad .Once that attention is captured it is up to the content of the ad, or the charisma of the celebrity, to sell the product. In Nike's ad campaign that ran during the 2002 World Cup series, all of the people in the ad were soccer stars, dressed in Nike soccer apparel, playing in an "underground tournament". This immediately attracted the attention of the target market: soccer players.The second advantage of celebrity endorsements is to increase product awareness. Awareness is the first step in the purchase process. If the target market is not aware of your product the chances of them buying it are nil. This can be accomplished with any supplemental advertising, however a celebrity attached to your brand name will increase the likelihood of product recall as well as infuse your product with the charisma and success associated with the celebrity . If the audience did not know before seeing the soccer ad that Nike made soccer apparel, they do now. Anytime a 12-year old boy goes to buy a soccer jersey, he will remember that Ronaldo wore a blue Nike shirt in the commercial.Increasing product awareness has always been a high priority for companies. In a study by Copeland, Frisby, and McCarville (1996), twenty-two companies were asked to select the most import criteria from thirty-seven selections. The results showed that increased product awareness was the second most important reason companies choose celebrity endorsers (Wilson, 1997).The ability to influence purchase decisions is the third advantage of celebrity endorsements. This is where having a direct correlation between product and the celebrity of the spokesperson is most important. If the spokesperson is not seen ascredible or as an expert on the product, the pitch will fall short and not resonate with the target audience. The endorsement will also infuse the product with the charisma and success of the celebrity, inciting the target audience to purchase the product to equate them with the celebrity. Audiences are less likely to buy a product or service from someone who has no relation to the product. Ohanian (1991) found empirical evidence that the perceived expertise of the endorser has a direct effect on the customer's decision to purchase. She states, "consumers are more likely to purchase a product that has been endorsed by a celebrity, especially if the product attributes to the celebrity success." If the Nike ad had used a local high school soccer team on a losing streak, the ad would be less likely to influence purchase decisions.DISADV ANTAGES OF CELEBRITY ENDORSEMENTS Although the use of celebrities to endorse products has become fairly commonplace and can lead to several advantages for the company, there continue to be hazards that can occur when using a celebrity endorser. The company must be aware of the potential problems when considering the1、High costs to secure a celebrity endorser.2、Celebrity's image and public reputation.3、Multiple product endorsement by a celebrity.4、Credibility and effectiveness of the celebrity endorserThe high costs to secure a celebrity endorser are of much concern to businesses. Many smaller businesses do not have the resources required to hire a celebrity spokesperson . In many cases, the costs to have a celebrity endorse a product are far beyond the resources available to the company. For example, Pepsi paid Shaquille O'Neal $25 million for endorsement of its cola, and Nike paid golfer Tiger Woods $40 million to help its youth marketing campaign. For a small company, paying any celebrity, not just top-notch celebrities, is a huge financial risk . If a problem should occur, the smaller company will experience a much greater loss on its investment than would a larger competitor.Along with the high costs of endorsers, the celebrity's reputation and potential for negative publicity is also on the mind of the company. When the celebrity's imageis tarnished by scandal, the company's asset may develop into a liability. In most cases, the negative image of the celebrity will transfer to the product and the company that was endorsed. This transfer of negative information occurs through a network of associative links that are formed by the customer. A customer's feelings of a celebrity are linked to the brand being endorsed through repeated association. This link can be detrimental when negative information about the celebrity goes public. When negative information about a celebrity presents itself, the customer's evaluation of that celebrity is lowered. In turn, this negative perception of the celebrity can lead to a lowered evaluation of the product that was endorsed.The threat of a negative associative link due to the actions of a celebrity can be most harmful on a small business. When Dallas Cowboy wide receiver Michael Irving was arrested in connection with drugs, several Toyota dealerships lost substantial amounts of money paid for commercials. Not only did the companies lose their initial investments, they had to expend more resources to replace Irving.PepsiCo has also been involved with this type of negative association more than once. In 1989, Madonna was an endorser for Pepsi when her controversial "Like a Prayer" video debuted. The video contained images of the singer dancing in a field of burning crosses and stigmata were evident on her palms. Catholic groups had complaints regarding the Christian imagery displayed in the video. Even after Pepsi-Cola spokesman Todd McKenzie claimed that the company had no problem with the video, the company decided to discontinue its Madonna ad campaign in the United States.Again in 1993, Pepsi suffered from more negative association due to celebrity scandal regarding Michael Jackson. Pepsi's association with Michael Jackson began in 1984. At that time,it was reported that the agreement would make Jackson the "richest pitchman on planet Earth" . In the early 1990s, the agreement between the cola company and the "King of Pop"cost Pepsi $50 million to promote Jackson's tour. According to Giles , Jackson had earned tens of millions of dollars for endorsing Pepsi products. However, with only four months of a 10-year commitment remaining, allegations of child sexual abuse were brought against Jackson. Pepsi was verycautious to proceed and had a detective agency investigate the allegations, adding more unexpected costs to the endorsement campaign. Given the publicity from early 2003, Pepsi was justified to have changed endorsements.Hertz, the top car-rental company, is another company familiar with scandal featuring its celebrity endorser. In the 1980s, Hertz used O.J. Simpson as an endorser of its rental car services. Simpson was seen as a good pitchman for Hertz's speedy service because he was known for his speed . However, in 1989, the company was criticized for continuing to use Simpson after his wife-beating conviction. Hertz did learn from its mistakes, terminating its association with Simpson in June of 1994 after a warrant was issued for his arrest in connection with the murder of his ex-wife and a friend.Another potential hazard with using celebrity endorsements occurs when the celebrity endorses more than one product . Instead of associating a celebrity with a particular product, consumers may find it hard to identify a product based solely on which celebrity endorsed it . By endorsing multiple products, a celebrity's image of trustworthiness can be jeopardized, along with the brand's image .In a study conducted by Tripp, Jensen, and Carlson , results showed that being exposed to multiple product endorsements by a celebrity did lead the customer to view the celebrity as "less trustworthy, expert, or likable and evaluate the ads more negatively". Regardless of whether the ad or the products were the same, exposure of the endorser to the consumer led to less favorable perceptions of the celebrity and the ad. For example, in the late 1980s, E.F. Hutton, a brokerage company, used Bill Cosby as a celebrity spokesperson. However, Cosby already represented several other products, and Hutton suffered from Cosby's overexposure .A lack of perceived expertise or credibility can make a celebrity endorsement less effective. The target customers must perceive the endorser as being an expert and someone to whom the consumer can relate. If the celebrity does not have a "direct connection" with the product being endorsed, there is less chance that the consumer will view the celebrity as a credible endorser. According to Tripp, Jensen, and Carlson (1994), a celebrity that endorses four or more products jeopardizes his image as beingan "expert" of that product. Moreover,consumers also view the celebrity as less likable when four or more products were endorsed.出处：Robert A. Swerdlow, Lamar University，Marleen R. Swerdlow, Lamar University.Academy of Marketing Studies Journal, V olume 7, Number 2, 2003二、外文翻译标题：明星代言人：代言人选择标准的实际案例原文：企业一直在寻找吸引客户，分散客户注意力，在这个商业轰炸日益频繁的社会里获得潜在客户的关注。
