中國(guó)市場(chǎng)上化妝品品牌的明星代言人廣告策略分析.pdf

1、西南交通大學(xué)碩士學(xué)位論文中國(guó)市場(chǎng)上化妝品品牌的明星代言人廣告策略分析姓名：李麗娜申請(qǐng)學(xué)位級(jí)別：碩士專業(yè)：工商管理指導(dǎo)教師：周庭銳20070401西南交通大學(xué)碩士研究生學(xué)位論文第Ⅱ頁(yè)AbstractInhumannaturalessentiality，varyingextentexiststheadoringcomplextotheauthorityandthepower，tothecelebrity，thiskindofcomplexn

2、otonlyrepresenttocredulityandfollowsforsomepersonalitywordsanddeeds，butalsomaydisplayforblindadvocationtosomekindofinvisibleinfluenceThisisthepsychicmechanismthatthevisualspokesmanplaystheroleinadvertisingstrategy，itisal

3、sothepsych0109icaloriginalintentionthataseriesofadvertisementsstructureformidableoffensiveItisonekindofcreativ／tystrategythatcelebritymakestheadvertisementtospeakonbrand’Sbehalf，thiSkindofdecision—makinginthecreativitydo

4、舾inisveryimportantHasthelonghistorytopromotesalesproductbythecelebrityAmericanformerpresidentReaganasactor’Sprofession，oncehasmadetheadvertisementforthemanykindsofproducts，includingcigarette；themoreentertainmentactorsand

5、thefamousmodelsa11advertizementforthecosmeticsbrandtheChineseconsumersknowseachstarsallplaysspokesman’SroleformanybrandsForexample，thefirstsprintworldchampionofAsianLiuXianghasbeenspokesmanforCOCACOLAandNIKEtheHongKongmo

6、viestarZhouHuiminhasbeenspokesmanfortheJapanesecosmeticsbrandSHISEIDO，ChinesemovieandtelevisionstarZhaoWeihasbeenspokesmanforAUPRESandSOonNotexaggeratesaidallhasalongstringstarname1istbehindeachfamousbrand，alsoallhasalon

7、gstringbrandname1istbehindeachstar。Thisarticlemainlyaccordingto“thespokesmanadvertisingstrategyintheChinesemarketoftheFrance，AmericaJapanKorea’Scosmeticsbrand，choicespokesmanstrategyasanexample，discussedthedistinctorigin

8、countrybrandtochoosethefemalestarspokesmanintheChinesemarketwhetherhadthedifferenceinthestrategy，ifhadthedifference，thedifferencemainlydisplayedinwhichaspects，whichexiststhesamenessandthedifferenceForexamplethebrandspoke