Celebrity Endorser Images in Chinese Television Advertising: A Content Analysis_

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題名：	Celebrity Endorser Images in Chinese Television Advertising: A Content Analysis
書刊名：	澳門科技大學學報
作者：	孫瑱
作者(外文)：	Sun, Zhen
出版日期：	2013
卷期：	7:1
頁次：	頁139-148
主題關鍵詞：	名人代言；性別；年齡；產品類別；角色；刻板印象；Celebrity endorsement；Gender；Age；Product types；Roles；Stereotypes
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(0) 博士論文(0) 專書(0) 專書論文(0) 排除自我引用:0 共同引用:0 點閱:52

本文使用內容分析的研究方法，分別考察了廣告代言者的性別與產品類別和角色扮演，及其年齡與產品類別和角色扮演之間的關係，描畫了中國電視廣告中的名人代言者形象。研究發現，男性與女性名人在家庭產品和食品兩個產品類別上的代言數量並無明顯差異，但是藥品及保健產品更願意使用男性名人代言者。男性與女性名人在廣告中最常被賦予的角色是使用型推薦者，然而，男性比女性更經常地扮演專家型推薦者的角色。中年及老年名人代言者與藥品及保健產品的刻板關係也在本研究中呈現。相較于青年人，中年及老年名人更經常地扮演專家型推薦者的角色。綜合各項結果，可以發現中國電視廣告中出現的最具典型性的名人代言者形象是代言藥品及保健品、扮演專家型推薦者的中年男人形象。這一研究在某種程度上驗證了廣告人使用與消費者共享的刻板性設想來構建名人廣告信息，為視覺修辭模式提供了理論支撐。

以文找文

The present study proposes a content analysis to examine the images that celebrity endorsers convey in Chinese television commercials. The purpose is achieved mainly by analyzing how celebrities’ gender and age characteristics are associated with product types and celebrities’ role-playing. The findings show that male and female celebrities are portrayed nearly equally in the ads for home and food products. Male celebrities are significantly more likely than female celebrities to represent medicine/nutrition products. The most frequently assumed roles by both males and females are user recommenders. Male celebrity endorsers significantly more often play the role of expert on the product. Mature adult and elderly celebrities’ stereotypical associations with medicine/nutrition products have been identified. The middle-aged and elderly celebrities are significantly more often than the young celebrities to be assigned the role of expert recommender. As a result, middle-aged male celebrities who play the role of expert recommender to promote medicinal or nutritional products are the most typical image in Chinese celebrity-endorsed television ads. The study offers some support for the visual rhetoric model in that advertisers seem to use stereotypical assumptions shared with consumers to construct advertising messages.

以文找文

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