外文翻译----明星代言人：代言人选择标准的实际案例

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 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.

ADV ANTAGES 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 https://www.360docs.net/doc/4a17875586.html,. 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.

DISADV ANTAGES 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, V olume 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https://www.360docs.net/doc/4a17875586.html,.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

运动员。

名人代言的第二个优势就是提高产品的知名度。意识是购买过程的第一步。如果目标市场不知道你所销售的产品，那么他们购买你的产品的几率是零。这可以通过广告来补充，然而，将一个名人的引入你的产品中会增加产品销售的可能性，使得你的产品与名人的魅力产生相关的联系，从而影响销售。如果观众在观看耐克足球广告之前不知道这些，那么这些就是他们应该做的。任何一个12岁的孩子去购买足球服的时候，他们会记得，罗纳尔多穿着一件蓝色的耐克T恤。

提高产品的知名度一直都是公司目标的第一位。在一项由谷轮，弗赖斯比，和麦卡维尔等二十二加公司参加的研究中，要求从37跳标准中选择出最重要的标准。结果表明，提高产品知名度的第二个重要的原因就是选择正确的名人进行代言。

有能力影响购买时名人代言的第三个优势。这就是名人代言和产品之间的一个重要的关联。如果这个产品代言人没有被认为是可靠的或者不具备专业性质，在球场上功亏一篑，那么他们就得不到消费者的共鸣。将产品和明星代言人的魅力成功的结合在一起，就会煽动目标受众购买他们的产品。而消费者一般不愿意购买那些代言人和产品没有关系的产品或服务。Ohanian的实证研究发现，明星代言人用其专长代言的产品，对消费者的购买决策有着直接的影响。她指出：“消费者更愿意购买那些由名人专长代言的成功的产品，特别是那些由于明星代言人所推广所获得成功的产品”如果耐克公司使用的代言人是当地连败的足球队，那么该广告就不太可能影响消费者的购买决策。

名人代言的劣势

虽然使用名人代言已经变得相当普及，而且能够为公司带来很多的好处，但是使用名人代言也有可能会出现一些的不足。公司在使用名人代言的时候必须意识到潜在的问题。

1、高昂的代言成本费用

2、要考察好名人的形象和公共信誉

3、很多的产品由同一名人代言

4、名人代言的可信性和有效性

名人代言的高额费用是企业十分关注的一个方面。很多小的企业没有足够的

资源区聘请明星代言人。在很多情况下，高额的名人代言费用已经超出了公司现有的资源。例如，百事可乐支付奥尼尔2500万美元代言他们的可乐，耐克支付给高尔夫名将泰格伍兹4000万美元来推广青年活动。对于小的企业，聘请一个名人，而不是一个一流的名人，对公司来说是一个巨大的金融风险。如果这些问题发生，那么相对于自己的竞争企业来说小企业要面临损失更多的经验的风险。

随着代言成本的不断提高，名人的声誉和潜在的负面消息，这些也是企业要考虑的。当名人的形象受到负面新闻的影响，那么就可能成为企业产品的一种负担。在大多数情况下，名人的负面影响会转移到产品和公司的形象上。这些负面消息将会通过消费者之间联系网络进行传播。一个客户对产品的感情是通过名人与品牌之间的关系联系在一起的。而代言人在公场合出现的负面消息对于这样的关系将会是有害的。当代言人出现负面消息的时候，顾客对于名人的评价将会降低。反过来，代言人的负面消息也将会使顾客对产品的评价降低。

一个来自代言人的负面消息可能会对小企业产生致命的影响。当迈克尔欧文因为吸毒被拘捕被大量的达拉斯牛仔知道后，很多的丰田经销商为此失去了维持商业盈利的资金。这些公司不仅仅失去了最初的投资，而且还不得不花更多的钱来包装一个新的代言人来取代欧文。

百事可乐也很多次受到了这些负面消息的影响。1989年，当时的麦当娜为百事可乐代言，而她的一个备受争议的影片“像一个祷告者”上映。这段影片中，她在一个燃烧的十字架下面演唱。而这个视频表达的内容被天主教团投诉。即使在百事可乐发言人托德麦肯声称，这段视频与百事可乐公司没有联系，任然受到了影响，其后，公司决定立刻停止麦当娜在美国的广告活动。

同样是在1993年，百事可乐受到了其代言人迈克尔杰克逊的很多负面新闻影响。百事可乐与迈克尔杰克逊的代言协议签订于1984年。据报道，当时的这份代言合同使迈克尔杰克逊成为“世界上最富有的代言人”。在90年代初，百事可乐与“流行之王”杰克逊之间的一纸价值5000万美元的协议，促进了迈克尔的世界巡回演唱会的进行。据贾尔斯称，杰克逊的代言已经为百事公司带来了数千万的盈利。然后再10年合同最后4个月里，杰克逊虐待儿童的事件被提起。百事可乐对于这件事是非常的警惕的，他们派出了一个侦探去调查，帮助杰克逊，增加大量的额外成本费用。鉴于此，从2003年开始，百事可乐改变了代言策略。

赫兹，顶级汽车租赁公司，是另一家受代言人丑闻影响的公司。在20世纪80年代，赫兹用O.J.辛普森作为其汽车租赁服务的代言人。辛普森因为他的速度快被看作是赫兹的快捷服务最好的代言人。然而，在1989年辛普森因为殴打妻子被定罪。然而赫兹公司吸取了教训，于1994年6月终止了与辛普森代言协议，之后辛普森在与他的前妻和一个朋友被谋杀的案件中被逮捕。

使用名人代言的另外一个潜在危机就是名人同时代言多个产品。如果仅仅通过代言人来宣传产品的特点，那么消费者很难通过这个代言来鉴定产品。随着名人代言越来越多的产品，那么名人的诚信形象必然会受损。

在一项由特里普，詹森和卡尔森进行的研究调查中表明：一个名人同时代言多个产品会被消费者认为该名人是“不值得信任的”。名人代言的产品或者广告越多，代言人暴露给消费者的不信任的影响就越多。例如在20世纪八十年代，E.F. Hutton，一家经纪公司，他们使用了Bill Cosby 作为他们的代言人，然而由于Bill Cosby 已经代言了其他的很多产品，E.F. Hutton从其中获得的有利影响就变少了。

使用缺乏专业知识名人进行代言获得的效果比较小。必须要让消费者看到，代言人是有能力引导消费者进行消费的。如果名人与其所代言的产品没有直接的关系，那么消费者将会很难认为这是一个可靠的名人代言产品。据特里普，詹森和卡尔森的研究发现，名人代言四种或者四种以上的产品就将会危害他所代言的产品的形象，此外，消费者也不喜欢那些代言了四种以上产品的名人所代言的商品。

出处：Robert A. Swerdlow, 拉马尔大学，Marleen R. Swerdlow, 拉玛尔大学.

市场营销研究杂志，第7卷，第2号，2003