Celebrities, Products, and Presentation Styles Год выпуска: 2010Автор: Zhen SunИздательство: LAP Lambert Academic PublishingСтраниц: 176ISBN: 9783838396736Описание Celebrity endorsement advertising has become a remarkable phenomenon in many countries as well as in China. Given the rising popularity of celebrity endorsements in China during the past two decades and the lack of relevant studies, this book seeks to fill the research gap. It mainly employs the method of content analysis over an extended sample of Chinese television commercials to generate new research evidence about the nature of celebrity advertising. The characteristics of celebrities, the matching relationships between celebrities and products, and the presentation styles of celebrity TV advertising are analyzed thoroughly. The findings lead to a few conclusions that have important implications for both theory and practice. Advertising practitioners will find this book useful in helping determine the match relations between celebrities and products and select the most appropriate celebrity endorsers. The book will deepen a reader''s understanding of contemporary consumption...
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Павел (При заказе следующей работы), 04.04 Мой преподаватель, с которым я работаю уже несколько лет - под его руководством я писал дипломную работу, в прошлый раз, когда вы давали мне курсовик по Инновационному менеджменту, был удивлён и крайне смущен моей работой. Он сказал, что она очень грамотно составлена и вообще выполнена на высоком уровне. Он высказал своё сомнение в том, что я делал её самостоятельно. Я наврал, что составил данную работу из нескольких кусков, найденных в интернете. :) Он поставил мне пятёрку, конечно, но по его поведению было видно, что делает он это не с чистой совестью, так что мне не хотелось бы излишне смущать своего преподавателя ещё раз :)
