学位论文—明星代言人-代言人选择标准的实际案例.doc

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 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 an unsuspecting person's 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 will hold the subject's, 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 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 to new categories of celebrity spokespersons. Notable ex-politicians,
successful mutual fund managers, and high-profile CEO's 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 like Bugs Bunny and Fred Flintstone sell network television and breakfast cereals in America. Puppets such as Big Bird sell children's 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 celebrity 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 fictionalized 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 association can capture a viewer's attention, increase the public's 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.
Beginning with a review of the literature, we explore the history and the pros and cons of using a celebrity to endorse a manufacturer's 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 marketing 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 campaign.
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 pros of celebrity endorsements. The Nike World Cup ads can be found at . To be considered effective, a celebrity endorser should be able to do the following.
1. Capture the viewer's attention
2. Increase product awareness
3. Influence the purchase decisions of the target market
As products have become more generic and media clutter has increased, celebrity endorsements have become a favored method of capturing the target market's 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 person 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 Nike's 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 an "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 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 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 Copeland, 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 credible or as an expert on the product, the pitch will fall short and not resonate with the target audience. The endorsement will also infuse the product with the charisma and success of the celebrity, inciting the target audience to purchase the product to equate them with the celebrity. Audiences are less likely to buy a product or service from someone who has no relation to the product. Ohanian (1991) found empirical evidence that the perceived expertise of the endorser has a direct effect on the customer's decision to purchase. She states, "consumers are more likely to purchase a product that has been endorsed by a celebrity, especially if the product attributes to the celebrity success." If the Nike ad had used a local high school soccer team on a losing streak, the ad would be less likely to influence purchase decisions.
DISADVANTAGES OF CELEBRITY ENDORSEMENTS
Although the use of celebrities to endorse products has become fairly commonplace and can lead to several advantages for the company, there continue to be hazards that can occur when using a celebrity endorser. The company must be aware of the potential problems when considering the
1、High costs to secure a celebrity endorser.
2、Celebrity's image and public reputation.
3、Multiple product endorsement by a celebrity.
4、Credibility and effectiveness of the celebrity endorser
The high costs to secure a celebrity endorser are of much concern to businesses. Many smaller businesses do not have the resources required to hire a celebrity spokesperson . In many cases, the costs to have a celebrity endorse a product are far beyond the resources available to the company. For example, Pepsi paid Shaquille O'Neal $25 million for endorsement of its cola, and Nike paid golfer Tiger Woods $40 million to help its youth marketing campaign. For a small company, paying any celebrity, not just top-notch celebrities, is a huge financial risk . If a problem should occur, the smaller company will experience a much greater loss on its investment than would a larger competitor.
Along with the high costs of endorsers, the celebrity's reputation and potential for negative publicity is also on the mind of the company. When the celebrity's image is tarnished by scandal, the company's asset may develop into a liability. In most cases, the negative image of the celebrity will transfer to the product and the company that was endorsed. This transfer of negative information occurs through a network of associative links that are formed by the customer. A customer's feelings of a celebrity are linked to the brand being endorsed through repeated association. This link can be detrimental when negative information about the celebrity goes public. When negative information about a celebrity presents itself, the customer's evaluation of that celebrity is lowered. In turn, this negative perception of the celebrity can lead to a lowered evaluation of the product that was endorsed.
The threat of a negative associative link due to the actions of a celebrity can be most harmful on a small business. When Dallas Cowboy wide receiver Michael Irving was arrested in connection with drugs, several Toyota dealerships lost substantial amounts of money paid for commercials. Not only did the companies lose their initial investments, they had to expend more resources to replace Irving.
PepsiCo has also been involved with this type of negative association more than once. In 1989, Madonna was an endorser for Pepsi when her controversial "Like a Prayer" video debuted. The video contained images of the singer dancing in a field of burning crosses and stigmata were evident on her palms. Catholic groups had complaints regarding the Christian imagery displayed in the video. Even after Pepsi-Cola spokesman Todd McKenzie claimed that the company had no problem with the video, the company decided to discontinue its Madonna ad campaign in the United States.
Again in 1993, Pepsi suffered from more negative association due to celebrity scandal regarding Michael Jackson. Pepsi's association with Michael Jackson began in 1984. At that time,it was reported that the agreement would make Jackson the "richest pitchman on planet Earth" . In the early 1990s, the agreement between the cola company and the "King of Pop"cost Pepsi $50 million to promote Jackson's tour. According to Giles , Jackson had earned tens of millions of dollars for endorsing Pepsi products. However, with only four months of a 10-year commitment remaining, allegations of child sexual abuse were brought against Jackson. Pepsi was very cautious to proceed and had a detective agency investigate the allegations, adding more unexpected costs to the endorsement campaign. Given the publicity from early 2003, Pepsi was justified to have changed endorsements.
Hertz, the top car-rental company, is another company familiar with scandal featuring its celebrity endorser. In the 1980s, Hertz used O.J. Simpson as an endorser of its rental car services. Simpson was seen as a good pitchman for Hertz's speedy service because he was known for his speed . However, in 1989, the company was criticized for continuing to use Simpson after his wife-beating conviction. Hertz did learn from its mistakes, terminating its association with Simpson in June of 1994 after a warrant was issued for his arrest in connection with the murder of his ex-wife and a friend.
Another potential hazard with using celebrity endorsements occurs when the celebrity endorses more than one product . Instead of associating a celebrity with a particular product, consumers may find it hard to identify a product based solely on which celebrity endorsed it . By endorsing multiple products, a celebrity's image of trustworthiness can be jeopardized, along with the brand's image .
In a study conducted by Tripp, Jensen, and Carlson , results showed that being exposed to multiple product endorsements by a celebrity did lead the customer to view the celebrity as "less trustworthy, expert, or likable and evaluate the ads more negatively". Regardless of whether the ad or the products were the same, exposure of the endorser to the consumer led to less favorable perceptions of the celebrity and the ad. For example, in the late 1980s, E.F. Hutton, a brokerage company, used Bill Cosby as a celebrity spokesperson. However, Cosby already represented several other products, and Hutton suffered from Cosby's overexposure .
A lack of perceived expertise or credibility can make a celebrity endorsement less effective. The target customers must perceive the endorser as being an expert and someone to whom the consumer can relate. If the celebrity does not have a "direct connection" with the product being endorsed, there is less chance that the consumer will view the celebrity as a credible endorser. According to Tripp, Jensen, and Carlson (1994), a celebrity that endorses four or more products jeopardizes his image as being an "expert" of that product. Moreover,consumers also view the celebrity as less likable when four or more products were endorsed.

出处：
Robert A. Swerdlow, Lamar University，Marleen R. Swerdlow, Lamar University.Academy of Marketing Studies Journal, Volume 7, Number 2, 2003

二、 外文翻译
标题：明星代言人：代言人选择标准的实际案例

原文：

企业一直在寻找吸引客户，分散客户注意力，在这个商业轰炸日益频繁的社会里获得潜在客户的关注。美国人每天通过杂志，报纸，图片以及在网站，电视里接触到成千上万的信息。各种各样的广告到出现在大街上,商店和餐厅,公共交通工具里。这些广告告诉那些不知道他们所推广的产品拥有和消费者手中的产品所不具备的属性以及这种产品的特别性。由于媒体传播的不断饱和，人们开始对广告变得麻木。广告商的挑战是要找到一条有效的途径，转移消费者的注意力，使他们能够获得新的发展。
一个有效的方法就是使用名人代言。那些具有独特魅力或者品质的人被视为名人。有时候名人们的一句话就能很好转移并且将人们的注意力集中到一个地方。多年以来，职业运动员，音乐家，著名演员把这些特点（集中人们注意力）很好的运用到了广告之中。由于广告市场持续增长和竞争变得更凶猛,商家们纷纷转移到使用明星代言人这一新得类别上。值得注意的是，那些成功的基金经理和高调的CEO也越来越多的被运用到各种产品的代言之中。而我们所谓的名人代言人也不一定是使用的是人。比如一匹获得赛马冠军的马在英国代言宠物食品。而卡通人物兔八哥和弗雷德弗林特斯在美国代言网络电视和早餐谷物。大鸟木偶则代言儿童维生素。新的类型的名人代言成功的走近千家万户。
一些广告商甚至自己包装出一个名人去代言销售他们的产品。地铁三明治包装了他们的一个忠实顾客作为他们的代言人，他们使用的代言人杰瑞德使得他们的三明治大量的销售，而同时杰瑞德也开始出现在了各类杂志和节目中。戴尔电脑公司创造了一个虚构的人物来代言他们的产品，经过一系列成功的广告，扮演这样虚拟人物史蒂芬的演员已经成为名人并且出现了在其他的新闻和电视节目中。
利用名人的名誉进行代言销售买卖也是具有一定的优势和风险的。通过名人代言进行销售能够很好的集中消费者的注意力，增加消费者对于产品的认知度，从而导致消费者的最终购买形成。于此相反，由于名人形象的不稳定性，使用名人代言是以代言人的信誉为基础的。
在本文中，我们考察了名人代言的历史以及以及为制造商代言的产品所或服务所带来的利弊。在对名人代言的优点和缺点进行评估后，公司将决定是否在他们的销售计划中使用名人代言。从是否使用名人代言这个问题中，可以使用几种不同的方法进行解决。我们观察几个不同的例子，讨论使用名人代言的几个不同的标准。正确的名人选择决定了一个有效和一个无效的广告活动的差异。
名人代言的优势
企业已经无法再使用哪种“一个风格可以代表所有”的方式对他们的产品进行宣传。随着竞争的加剧，分化将对未来的业务起着至关重要的作用。2002年世界杯期间，耐克公司所播出的广告，包涵了使用名人代言的所有好处。耐克在世界杯中的广告可以在.中看到。进行有效的名人代言要做到以下几点。
1、集中观众的注意力
2、提高产品的知名度
3、 影响目标市场的购买决策
随着产品变得更加通用和媒体的不断增加，明星代言已经成为夺取目标市场的关注青睐的重要方法。一个标志性人物或团队代言活动能够产生出的使消费者集中注意的刺激力比使用一个不知名的代言人或者一个不知名的广告所产生出的效果要大的多。一旦消费者的注意力被广告的内容或者名人的魅力所捕获，将会使产品获得销售。耐克公司在2002年世界杯系列广告中使用的都是足球明星，他们穿着耐克的足球鞋，进行了一场比赛。这立即引起了市场的关注目标，足球