1、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
2、Americans are exposed to thousands of voices and images in magazines, newspapers, and on billboards, websites, radio and television. 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
3、an unsuspecting persons 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 wi
4、ll hold the subjects, 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
5、 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
6、to new categories of celebrity spokespersons. Notable ex-politicians, successful mutual fund managers, and high-profile CEOs are now used with frequency to sell a variety of products. Celebrity endorsers also need not be human. A champion racehorse sells pet food in Great Britain. Cartoon characters
7、 like Bugs Bunny and Fred Flintstone sell network television and breakfast cereals in America. Puppets such as Big Bird sell childrens 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 celebri
8、ty 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 on various television shows. Dell Computer has created a fictionaliz
9、ed 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 associatio
10、n can capture a viewers attention, increase the publics 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.
11、 Beginning with a review of the literature, we explore the history and the pros and cons of using a celebrity to endorse a manufacturers 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 ma
12、rketing 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 cam
13、paign. ADVANTAGES 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
14、 pros of celebrity endorsements. The Nike World Cup ads can be found at http:/. To be considered effective, a celebrity endorser should be able to do the following. 1.Capture the viewers attention 2.Increase product awareness 3.Influence the purchase decisions of the target market As products have b
15、ecome more generic and media clutter has increased, celebrity endorsements have become a favored method of capturing the target markets 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 pe
16、rson 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 Nikes 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 a
17、n 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
18、 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
19、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 Copela
20、nd, 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 as
