摘要
运用文献资料法、调查法对我国体育明星广告代言问题进行研究，得出结论：（1）体育明星广告代言是在借助体育明星形象的基础上通过广告形式表达的一种商品促销手段。（2）体育明星广告代言在经济学角度，受明星价值以及广告使用价值的影响；在心理学角度，受“晕轮效应”的影响；在管理学角度，受明星“声誉管理”的影响。（3）目前我国的体育明星广告市场，存在着广告设计不合理，广告商缺乏风险规避意识；市场监管不善；明星道德滑坡，滥接广告等问题。（4）建议通过明确体育明星广告代言的法律责任、落实明星广告代言审查制度、体育明星管理好自身形象、消费者理性选择商品等措施进行改进。
Abstract
Using the method of literature and investigation to study sport star advertisement problem in china, it is found that: (1) sport star advertisement is based on the image of sport stars and the commodity sales promotion method by advertising expression. (2) In the view of economics, sport star advertisement is influenced by the value of advertising; in the view of psychology, influenced by the "halo effect"; in the view of management, affected by the star "reputation management". (3)There are some disadvantages in the current sport star advertisement market, such as improper advertising design, advertisers who are lack of risk aversion; market bad regulation; stars moral landslides and so on. (4) The study suggests that, explicit sport star advertisement legal responsibility; implement the star endorsements censorship; sport stars manage their own images; consumers choose goods rationally.
NETL
NSTL
维普
万方数据