本文選題：廣告背書人 + 品牌形象塑造��； 參考：《新聞研究導(dǎo)刊》2016年11期

【摘要】：在當(dāng)下經(jīng)濟(jì)全球化的時(shí)代背景下,品牌塑造的模式隨著人們消費(fèi)與需求的變遷變得愈發(fā)多元化,作為品牌重要內(nèi)涵組成的品牌形象塑造也顯得格外重要。廣告背書人貫穿于品牌形象的塑造與整體傳播過程始終,在傳播品牌形象、促成積極聯(lián)想方面發(fā)揮著重要作用。文章主要圍繞廣告背書人與品牌形象的塑造過程展開討論,以期通過分析品牌形象塑造與廣告背書人之間的關(guān)系,研究廣告背書人的現(xiàn)實(shí)作用及其對(duì)品牌形象塑造的影響。
[Abstract]:Under the background of current economic globalization, the mode of brand shaping becomes more and more diversified with the change of people's consumption and demand. As an important connotation of brand, brand image shaping is especially important. Advertisement endorser runs through the process of brand image shaping and overall communication, and plays an important role in propagating brand image and promoting positive association. This paper mainly discusses the process of advertising endorser and brand image, in order to analyze the relationship between brand image shaping and advertising endorser, and study the realistic function of advertisement endorser and its influence on brand image shaping.
【作者單位】： 紅河學(xué)院;
【分類號(hào)】：F273.2
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本文編號(hào)：1945425