文档介绍：华中科技大学
硕士学位论文
作为广告传播的品牌形象代言人策略
姓名:罗彬彬
申请学位级别:硕士
专业:传播学
指导教师:余明阳
20041015
华中科技大学硕士学位论文
摘要
现代营销已经走到了产品力销售力形象力等诸多方面整合的阶段形象力已
经越来越受到重视在营销的 4P 理论中广告只不过是其中的一个 P,即树立品牌形
象推广产品的一种手段,它不是营销的全部但是广告却是唯一消费者都能看到的,
也是最吸引人的部分消费者看到最多的是广告,给消费者印象最深刻的也是广告
其余的产品渠道价格等部分是一般的消费者看不到的,只有在实际的消费中才能
感受到
但是单纯的产品广告在现代营销中显得势单力薄必须借助品牌形象代言人在更
高的层面将各类产品统领在一面旗帜下而品牌形象代言人这种易于消费者辨认的
形象不仅给产品制造商带来了滚滚财富也在消费者心目中形成了难以磨灭的情
感因素因此备受关注
本文采用广告学和传播学的相关理论作为支撑从广告传播的角度对品牌形象代
言人进行了解析尤其是对品牌形象代言人的运用进行了深入的分析并根据品牌
形象代言人运用的现状探讨产品制造商运用品牌形象代言人的原因从广告传播
的角度用案例阐释了品牌形象代言人与品牌相互关系对存在的问题有针对性地提
出了若干建议和对策
论文首先对品牌形象代言人进行了的界定解读了广告传播中的品牌形象代言人
角色重点对品牌形象代言人的运用进行了论述最后谈到了品牌形象代言人的控
制对现实具有较强的针对性

关键词广告传播品牌品牌形象代言人
IV
华中科技大学硕士学位论文
Abstract
Nowadays, modern es to a phases that many factors such as
productivity strength, selling strength, imagination strength and so on ,are interdependent
and going bine together. Image strength has already been paid more attention to
these things. In 4P theory of marketing, the advertisement is one of them, namely establish
the image of brands, it means to popularize products, it is not marketing all. But the
advertisement is the only thing that consumer can feel, and it is the most attractive part too.
When consumer see most advertisement, it give consumer impression a deep one the
advertisement too most, other products, channel, price etc. It can not be felt mon
consumers partly, can experience only in real consumption.
But simple products advertisement is very weak among modern marketing. The
product manded under a flag on higher aspect through the brand spokesman. And
spokesman of image such easy image that consumer recognize, not merely bring the
billowing wealth to products manufacturer, erect the emotion factor difficult to wear away
in consumer's mind too, so receive much concern.
This literary grace uses the relevant theories of Advertisement munication as
a support, has analyzed the brand spokesman in terms of symbol, carry