论文作业

Advertising moral spokesman for the brand impact studies on advertising effectivenessGroup A Student: RuanXiaojian 阮晓健student number:200905020118AbstractCommercial advertising is to achieve commercial purposes advertisers to cover the cost of the way to the outside world through the media to spread their product or service information.Endorsers in advertising communication process play an important role of information sources and, in accordance with the persuasiveness of its impact on consumers. Endorsers is carried out through statements in the ad or ads or performing acts to support the advertising claims of people. Celebrities for the public, it has a strong visibility and attractiveness help to improve the attractiveness of advertising. Ordinary people is very close to the target audience of people. They are the target audience of one, help to improve the affinity of advertising.So the choice to become endorsers advertising strategy, marketing communications and even the overall brand strategy, a very important issue, advertising brand ambassador of the moral issue directly affects the advertising benefits of good or bad. If the spokesperson did not bring advertisement and brand, so his value can not be enlarged, there is no amplification value. Enterprises will not achieve the purpose of advertising. The moral quality of endorsers to promote products in the enterprise has played a role in absolute, if the advocate will be to lower the moral quality of the corporate image of the fatal blow!Key Words:Advertising; endorsers;moral quality; Advertising effectiveness; Enterprise.As we all known,advertising as the most improtant route of transmission in today’s society,it has deeply influence on cousumer’s buying behavior.Sometimes endorsers act as the role of the media. Advertising provides a reason to buy goods. Brand culture must be achieved through advertising. Advertising is the only have distinctive strong persuasive means of communication, and the public dissemination of information and reminder.,therefore, the impact on consumers is very strong. Enterprises want to improve the effectiveness of advertising spokesperson to improve the impact and business, and a spokesman for the company played a star role of the bond, moral brand ambassador is a measure of the conditions can not be ignored.1、The relationship between ethics and brand ambassadorFirst, star is ordinary people,with uncertainty, many of them will be "philandering, mob gang fights, tax evasion" and other kinds of moral issues. Stars are not ordinarypeople,also, Star is almost no privacy, public figures, Ethical issues arising in their is that many media reports of the hot spots.The existence of moral purpose is directly related to the people to understand and master the basic should live of a person.On this basis, Improve the formation of normal personality, foster high moral character and ideals. Without a moral, ethical people who do not know how to work in the future after the foot can only be pocketed, mercenary, and placing the interests of the nation-state expense. Advertising is a particular need to, through some form of media, public and widely publicize to the public means of transmitting information. Endorsers is a broad concept, which takes the system, it is for business or profit or nonprofit organization's goal of information dissemination services to special staff. And if ethics and advertising and brand spokesperson link advertising, it is not just a question of one person, often a chain reaction at this time there will be a long list: Endorsers of ethics, advertising effectiveness, consumer groups, response and efficiency of enterprises.2、The functions of the endorsersThe different types of endorsers has its own different functions and requirements, specific to the corporate level branding, marketing and advertising of our staff is proficient in the necessary brand spokesman. Brand ambassador of the functions of the various media publicity, dissemination of information on the brand and expand brand awareness, recognition, etc., involved in public relations and promotions, close communication with the audience, and contributed to the occurrence of buying behavior, brand reputation and loyalty contribution.3、negetive benefitChinese Lunar New Year in 2007 still did not get it up, the internet to begin the heat transfer and related female artist on the Edison Chen Guan xi's private indecent photos.The photos online are more and more, More and more female artists involved, Reprinted with each other website, Internet users downloading, Circulated between friends, overnight, the whole of China, and the whole of Asia, the world hot issue. Shortly after the incident, place the media in Shanghai, witnessed a huge ad been taken down, it is reported that the endorsement of South Korea with a digital product does not intend to renew its. Edison Chen for "Pornographic" event has lost five endorsements, advertisements loss of about million Hong Kong dollars, and these enterprises have to pay a huge sum to those who brand ambassador of liquidated damages. At that time the company spent heavily Jieeryin Please do Cecilia brand ambassador of its advertising, but soon after the "Pornographic" event will be heard, this has not been widely broadcast on television advertising can only be taken down.It is well known that jieeryin’s function are get rid of the disease for women, give women a clean, pure, and uplifting feeling, this "Pornographic" gives the impression that just the opposite, if consumers look at advertisements to see Cecilia Cheung that would think the "Pornographic" At this time the ads will play a negative effective.It will produce a fatal blow to the enterprise.4、Positive benefitsPu Cunxin we all know, has done a lot of public service ads, he is a voluntary propagandist of AIDS prevention.,he used the familiar smile, warm the hearts ofpatients with AIDS, his hands clasped the hands of AIDS patients to pass on their love of social, he put people like and trust him again return to the community, he use the Public figures appeal to undertake social responsbility. He was the spokesman for the image of Yunnanbaiyao,this is very consistent with his image and Moral character, to the effectiveness of advertising has played a positive impact, enterprise re-establish a tall image. If a enterprise invitation to star as its advertising spokesman for the brand, if a firm pop star as an advertising spokesman for the brand, then it surely is that the people on this ad or promotion and publicity of this product is valuable and want to help to elevate star advertising visibility, reputation, to seize the market. On the contrary, if a brand ambassador because of the moral problems and do not reflect the value of this ad, then the effectiveness of advertising does not play, let alone improve the image of the company.5、The face of negative effects, companies should be how to faceAs a business process, there will be a variety of risk,like these risks, also not to mention the risk of fatal, through a thorough understanding of the market situation,and grasp properly is okay. SKII himself has a problem then, they do not have to change out of Carina Lau, and has always been even behind, this is a kind of its own strength and wisdom of the mature consumer insight. Moreover, there is a problem company spokesman.6、Prior treatment, to avoid risksCelebrity endorser invited to consider whether the occurrence of negative news coming,because after their corporate brand endorsement,the endotser and brand as one,and his every move has effect on brand. And this strategy is the first time replaced the ad with the new ones advertising the brand spokesperson.7、Cooling treatment, reduce the riskNow that problem has come,so this time, Processing enterprises need to do is cool down, rather than Announced the withdrawal of endorsement and not rush endorsement or replace.As time pass by,a lot of news comes out, the attention of the message will naturally be transferred to the new point on the newsm, Unfavorable information will naturally forgotten slow in the minds of consumers.8、Assist in handling the conversion riskThat is the spokesman and business and with the advice of brokerage firms, riding out the storm to help rebuild a good social image of the spokesperson, so that consumers see the business side of tolerance and kindness to increase reputation.9、Changes in treatment, beyond the riskIf companies decide to retire when an image of the endorsement, this time to a low profile, do not publicity,.The second step is after low-key,companies should immediately requested another high-profile spokesman for a new image, and we go to the larger movement. Great use of the later movement, big action, big news, so that consumers forget the front of the negative news, and remember new information. This can eliminate the negative image of the invisible.10、How to select ads spokespersonChoose an ad brand ambassador first to proceed with caution, Must be integrated into the image, charisma, reputation, affinity, dependability, modern, a sense ofauthority, popularity and other factors, as the case may demand the right people were selected. Corporate brand and product pursuit of health, stable, Built to Last, the moral quality is endorsers have to consider a one factor. We can even start investigating products and brands "user image", that is the target consumer in mind that the users of a brand's image, then the basis of statistical results to determine the most relevant selection and brand affinity index of the largest "user image" as a brand ambassador. Choose star as brand ambassador first to proceed with caution, must be integrated into the image, charisma, reputation, affinity, dependability, modern, a sense of authority, popularity and other factors, as the case may demand the right people were selected. Stars are divided into Strength and idol. In general, if an enterprise's brand and products the pursuit of health, stable, Built to Last, select the appropriate power to send star; if the brand and products focused on attracting young, stylish younger generation, are advised to select the idol star.11、ConclusionEthics as a regulate people's behavior criterion, often represent the positive social value orientation, plays a leading and promoting the function of people to perform good deeds. advertising as the most improtant route of transmission in today’s society,it has deeply influence on cousumer’s buying beha vior.Sometimes endorsers act as the role of the media. So the moral issues spokesman for the brand has a direct impact on advertising effectiveness and efficiency of enterprises, but also on the consumer with consumer behavior, consumer attitudes have a negative impact or even bring to the consumer the mental and material losses. Brand ambassador of the moral problem is that society, enterprises and individuals can not be ignored. Bibliography:[1]吕蓉、广告法规管理【M】上海：复旦大学出版社，2003[2]罗国杰，马博宣，余进，伦理学教程【M】北京；中国人民大学大学出版社，2001[3]陈汝东，传播伦理学【M】.北京：中国人民大学大学出版社，2001[4]唐凯麟，伦理学【M】北京，高等教育出版社，2001。