1、英文 2000 单词， 10700 字符；中文 3600 汉字 文献出处： Fleck N, Korchia M, Roy I L. Celebrities in Advertising: Looking for Congruence or Likability?J. Psychology & Marketing, 2012, 29(9):651662. 外文文献： Celebrities in Advertising: Looking for Congruence or Likability? Nathalie Fleck， Michael Korchia， Isabelle Le Roy
2、INTRODUCTION Brands all over the world use celebrities to advertise their products. As early as 1890, actress Sarah Bernhardt appeared on posters for La Diaphane, a famous French brand of rice powder at that time (Lehu, 1993). The use of celebrities in advertising is not, therefore, a new phenomenon
3、, but has become increasingly widespread over the past 20 years. Brands such as Pepsi have featured stars such as Michael Jackson, Madonna, or the Spice Girls, with varying impact (Erdogan, 1999). Pizza Hut launched its restaurants on the international market with icons that are almost universally r
4、ecognized, such as Cindy Crawford, Linda Evangelista, and Pamela Anderson, and more recently Justin Bieber. Some stars have several contracts with different brands: it is estimated that Michael Jordan, who appears in advertisements for Nike, Coke, Wheaties, Mc Donalds, Hanes, Oakley, and Gatorade, h
5、as an impact worth about 14 billion dollars on the American economy (Erdogan, Baker, & Tagg, 2001). Nespresso has been for years the fastest growing of all Nestles products (Smale, 2009), partly because of effective advertisements featuring George Clooney. Stars have become a vital component of adve
6、rtising for certain categories of product, such as perfumes and cosmetics. It seems that once a celebrity becomes famous and popular, he/she immediately appears in an advertisement and sometimes several at the same time. For instance, in a single week, French footballer Zinedine Zidane appeared on posters for Dior perfume and Leader Price hard-discount supermarkets, as well as TV commercials for Dannon yoghurt. The question, for advertising agencies and brands alike, is how to choose a
