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Cosmetics Brand Star Spokesman Advertisement Strategy Analysis in Chinese Market

Author: LiLiNa
Tutor: ZhouTingRui
School: Southwest Jiaotong University
Course: Business Administration
Keywords: Star Brand Spokesperson VisCAP model Country of origin
CLC: F713.8
Type: Master's thesis
Year: 2007
Downloads: 1046
Quote: 3
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Abstract


In human nature , the different levels of existence of the authority, power, celebrity worship complex , this complex performance both reflected in the credulous and follow the words and deeds of some characters on the performance of a particular the invisible forces blindly advocating , even the herd mentality . This is a powerful offensive image of the spokesperson of the psychological mechanisms play a role in the strategy of advertising performance , but also a series of ads psychological point of departure . Celebrity advertising endorsements is a creative strategy , decision-making is very important in a creative field . There has been a long history of promotional products by the well-known , respected people . Former U.S. President Ronald Reagan in the career of an actor , who has a variety of products done advertising , including cigarettes ; Most of the entertainment industry actor , supermodel cosmetics brand advertising endorsements , Chinese consumers are known to almost every star plays the role of advocate for individual brands . Asia's first sprint world champion Liu Xiang endorsement Coca-Cola and Nike , the Hong Kong film star Vivian endorsement Japanese cosmetics brand Shiseido ( SHISEIDO ) , the mainland Chinese film star Zhao Wei endorsement Dior (DIOR) and Oupo (AUPRES) , and so on . May be no exaggeration to say that every name brand behind a long list of star names , also has a long list of brand name behind every star . Mainly in France, the U.S. , Japan , Korea , the cosmetics brand in the Chinese market, the spokesperson advertising strategy selection strategy that spokesmen for example, discusses the differences on the existence of a policy different from the country of origin brand in the Chinese market to choose female endorser If there are differences, mainly in what , what are the similarities and differences . For example , the brand ambassador strategy is different due to the country of origin , or guide due on the type of target consumer ? Is caused different brand company , or brand positioning different ? Is the edge of the marketing strategy of the brand the difference , or margin due to in brand culture differences .

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CLC: > Economic > Trade and Economic > Domestic Trade and Economic > The circulation of commodities and the market > Advertising
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