下面雅思为大家整理了一篇关于名人的广告效应的雅思阅读材料,这篇雅思阅读材料的主要内容是时下名人代言各个品牌的产品并不足为奇,当然名人代言也对我们的生活和购买动向产生了正面或负面的影响。经许多研究发现表明,明星名人代言在性别上也会有不同的影响。
Celebrity Endorsements: An Examination of Gender and Consumers Attitudes
Celebrity endorsements have long been used as a source of marketing messages to promote a wide variety of products and services. Companies have been spending huge amounts of money to have athletes and other celebrities endorse both sports and non-sports products. Celebrity images can be found in print, radio, and approximately 20 percent of all television commercials . Within a relatively short time, the amount of money spent on athletes in advertising has skyrocketed. In 1986, companies paid approximately $100 million for endorsements, licensing rights, and advertising . Ten years later, that amount had risen to more than $1 billion, as athlete endorsement expenditures have hovered around $1 billion dollars annually for the past ten years .
The actions of athletic products manufacturer Nike underscores the nature of spending on athlete endorsements. During an eight-month period in 2004, Nike invested $192 million in endorsement deals with National Basketball Association rookies Lebron James and Carmello Anthony ; NBA star Kobe Bryant ; tennis star Serena Williams ; 14-year old U.S. soccer talent Freddy Adu ; and Canadian world champion hurdler Perdita Felicien . These were deals within an eight-month timeframe and did not take into account existing deals with golfer Tiger Woods, National Football League player Michael Vick , Major League Baseballs Derek Jeter, tracks Marion Jones , and soccers Mia Hamm .
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