明星夫妻CP广告的传播效果研究分析 广告学管理专业

明星夫妻 CP 广告的传播效果研究摘 要近年来，明星广告的势头如旋风一般非常敏捷地吹向了世界各地。作为生活在日新月异的新媒体环境下的大众，不论是安步于大道马路上还是坐在家里浏览报纸期刊；无论是在影视荧屏上，还是网络媒介的平台上，各种各样的明星广告在影视荧屏里和网络媒介的平台上纷纷崭露头角。不少企业就借助明星的影响力以及“粉丝经济”的营销模式来推销自己的产品，达到获取利润的目的。为了使广告的传播效果取得进步，就需要合理合法的运用相应的明星代言战略，仔细钻研明星代言的计谋，使用合理的方式方法，为明星广告代言活动提供健康的环境。关键词：明星 广告的沟通性 粉丝经济 广告责任AbstractIn recent years, the momentum of star ads has been blowing up around the world in a whirlwind of speed. As a public living in a new media environment that is changing rapidly, whether it's a walk on the road or sitting at home browsing the newspapers and periodicals; In both film and television screen, and network media platforms, all kinds of celebrity advertising in film and television screen and network media platforms are emerging. Many companies use the influence of celebrities and the "fan economy" marketing model to sell their products to achieve profit. Progress in order to make the communication effect of advertising, you need to reasonable and lawful use of the corresponding strategy of celebrity endorsements, poring over the counsel of celebrity endorsements, use reasonable methods, star endorsements activities provide a healthy environmentKey words:Star ； advertising communication ； fan economic ；advertising responsibility目 录摘 要......................................................... 1Abstract.......................................................... 2目 录............................................................3绪 论 .............................................................4一、明星广告代言的构成原因.....................