Celebrity endorsement not only the innocence long flat @ 2008-9-20 16:28:59 Reading (5554) Comments (32) trackbacks Category: Uncategorized. .
Sanlu milk powder after an accident, it makes a star, dengjie, flowers band, xuejianing, Jiang Wenli, etc, are also to blame. The star of brokers, family, friends, have as their grievances, some commentators also help them to complain, but almost all star I do not turn up. I think that they do not then the scores are not evasive.
What brand? Strictly speaking, it is a longer period in the consumer products accumulated reputation. But China's reform and opening up a total of only 30 years, surging out of every year, well-known brand, primarily through advertising, particularly advertising star. Because there is such a big market, regulations for a long absence, celebrity endorsement money is easy, often strict with themselves. .
Star is the social influence of advertise businesses find they perfectly justified, they influence some money also is above reproach. However, their influence is itself a brand. To promote this brand to another brand, interests together, win-win, lose, of course, should be a lose-lose. Even ordinary people know that integrity is a prerequisite for doing business. However, all these years, star in advertising shamelessly lying and deceiving consumers in public, even if the product is not an accident that some people's image of the bankrupt, not to mention the fact that there are so many children because their cheating hurt.
Advertising in general, there are two stars. One is to sell only the image, such as Liu Xiang's face and put together the Nike logo, next to the words, "Friendship first, competition second" sort of virtual words. This cheat does not exist, but are also relevant. If Nike is a problem, Liu Xiang, the image of certain discount; the other hand, Liu Xiang out of the question, Nike also had a way to "rescue" or simply abandoned. Money to be adventurous, how can the world do not lose the sale earn? You Yurenbushu, nothing with this, what actionable grievances? . .
China Star advertising more belongs to another. In advertising, they play a direct role to play, with the salesman in good faith to lie, tempting trap, which involves fraud. If Liu Xiang said, "I just wear Nike," but in fact he wore its, three-year-old child knows that he lied. Okay, let's listen to dengjie advertisement: "I'm very picky selected milk, specializing in the production, quality assurance, brand-name products, reassuring, and practical, sanlu, young infant milk powder, I trust!" she passed the meaning is clear: I dengjie thousand selected wanxuan chose three deer. Is it true?.
Star could be argued that this is the speech I am advertising, just as filming. Definitely not! When filming, everyone knows that person is Wang Xifeng, not Deng Jie, Wang Xifeng say the idea is not necessarily representative of Deng Jie. Endorsement ads not the same, unless you make people understand that you play a role in the commercials but not the Deng Jie Wang Jie, is a small Sanlu salesman. .
According to media reports, Europe and the United States, the advertising law formulated a fad product, Star, celebrity or expert, the authority must be a product of real users, otherwise it is false advertising; at the same time, if the advertisement implied that the testimony of witnesses more authority than the average person should also be regarded as unlawful, unless otherwise justified. Singer Pat Boone, Jackson and false advertising got into trouble, or censured or fined. In Japan, star made false advertising, it should be reported to the general public apology, and face the risk of unemployment. In France, the TV host Gilbert had jail on charges of advertising is exaggerated product effectiveness . .
Please note that at present people condemn star endorsement sanlu, not because of their advertisement overstated, but they are all recommended milk powder, milk powder containing toxic thousands of infants and young children into kidney patients, at least three deaths, causing serious food security crisis. They really did not know that a lot of my mother is out of their trust, their commercials before buying poison milk? in this case, even if you do not understand this milk has more toxic, out of their recommended road should not be a apologizing?.
Star, we think, where the most injustice is that they really can not be detected in the product quality. They all claimed that they saw the authoritative department of quality inspection reports, certificate of honor, etc., all covered with red seal. It is also very simple, if the product in question, that is the authority of the department cheated star star has brought deceive consumers. Normal reaction, star should feel angry, came forward to clarify, apologize and condemn these sectors, rather than when the faint-hearted. Star is not all advertised their sense of social responsibility it? In fact, social responsibility is also the star for-money exchanges, an important part of their brand.So-called social responsibility, absolutely not only irrelevant to donate some money, but also to stand in front of the crisis and promote social progress, not to mention the fact that this crisis is also relevant to you?.
