论广告代言人形象与品牌形象脱节的问题.doc

摘要：在现今广告界，名人效应被无限放大，出于急功近利等原因，企业将邀请名人代言视作获取预期广告效果的捷径。唯知名度是从，导致了广告代言人形象与品牌形象脱节情况的普遍存在。本文从广告传播的角度对品牌形象代言人进行了界定，对多种脱节现象进行了分类，并从企业、经纪公司与艺人的关系、广告公司、代言人等角度分析了有可能导致脱节现象的原因，由此具有针对性地提出了一些建设性意见。

关键字：代言人形象    品牌形象    脱节

Abstract：Nowadays , in advertising industry , the effect of famous people has been exaggerated . Due to huge interest , products manufacturers take it as a shortcut to expected result that inviting famous people to be their brand spokesmen . Just thinking of popularity has resulted in a social phenomenon that the image of brand spokesmen is divorced from that of advertised brand . This essay using the relevant theories of Advertisement and Communication as a support , has analyzed the brand spokesman in terms of symbol , clarified the cases of divorcement of the image of brand spokesmen and that of advertised brand and analyzed the proper reasons from the angle of products manufacturers , the relation between stars and their agency , advertising companies and brand spokesmen . Finally, the author has pertinently put forward several constructive suggestions on the existing problem pointedly .

Key words ：Image of brand spokesmen       Image of advertised brand     Divorcement of the image of brand spokesmen and that of advertised brand

　　　本文理论根基建立在广告学基础上，同时也借鉴了传播学等相关学科的理论，采用案例分析的方法展开讨论，通过查阅相关书刊和网络，搜集能够支持论点的案例，梳理有关环节，主要从广告制作所涉及的主体角度出发，研究广告代言人形象与产品形象脱节现象产生的原因，并针对原因，提出对应的解决方案，努力为国内广告界的健康发展提供具有可行性的建议和措施。