Read and Download Celebrities, Products, and Presentation Styles Online Book PDF
ByZhen Sun
Total Download
12
Fairy tales are more than true: not because they tell us that dragons exist, but because they tell us that dragons can be beaten.
Synopsis
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 culture and celebrity culture.
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