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广告明星选择
Spokesperson Selection
在企业运营中，选择一位合适的明星做广告推广能带来巨大的经济效益。明星通常都有很高的知名度，有些企业选择的代言人形象非常好，那么消费者也会相信这个企业的产品质量好。下面，让我们一起开启新的学习，“精读”广告明星选择的实用会话吧！
对话
Marcia: We're a new entrant to this market and few people know our brand.
Kim: So, we need to launch an intensive advertising campaign in order to improve brand awareness. What about finding an appropriate spokesperson?
Marcia: Mm, you mean to advertise our brand? To be the face of our brand? That's a good idea. It would have to be someone in the public eye, keen on sport, good looking.
Kim: Yes, you're right. But who?
Marcia: Yao Ming, the famous professional basketball player? He's known to most people in China.
Kim: But he'll be expensive, we have to take cost into account.
Marcia: Nowadays, celebrities from the entertainment industry are popular. Charlie Shaw might be good. He appeals to teenagers with his uniqueness.
Kim: I think he's the spokesman for JORDAN, isn't he? You know that very stylish sports brand. We can't have someone who is already working for a competitor; there'd be a clash of interests.
Marcia: How about William? He's a worldwide top tennis player. He's energetic, has good healthy image… a perfect match with the image we want to portray.
Kim: But he's the spokesman for Lining.
Marcia: Oh, no! Right, let's take a break and discuss it later…
玛西亚：我们刚刚进入这个市场，没有什么人了解我们这个品牌。
金姆：所以，我们要进行密集的广告宣传，以提高品牌知名度。找一位合适的代言人怎么样？
玛西亚：嗯，你的意思是宣传我们的品牌？为我们的品牌代言？好主意。这个代言人应该是一名公众人物，热爱运动、相貌出众。
金姆：是的，你说得对。但是应该找谁呢？
玛西亚：姚明，著名的职业篮球运动员如何？他在中国几乎家喻户晓。
金姆：但是请他代言的费用太高了，我们需要考虑成本因素。
玛西亚：现在娱乐明星很受欢迎。查理·肖可能不错。他与众不同，青少年很喜欢。
金姆：我记得他是乔丹的代言人，没错吧？你应该知道这个非常时髦的运动品牌。我们不能找一个已经为竞争对手代言的人来代言，这样会产生利益冲突的。
玛西亚：找威廉代言怎么样？他是全球顶级的网球运动员。他充满活力，形象阳光健康……完全符合我们想表现的形象。
金姆：但他是李宁的代言人。
玛西亚：哦，不！好吧，我们先休息一会儿再继续讨论吧……
脚
本
分
析
(1) entrant
n. 参加者
(2) appropriate
adj. 合适的
(3) spokesperson
n. 代言人
(4) celebrity
n. 名人，名流
(5) stylish
adj. 时髦的，流行的
(6) clash
n. 冲突，分歧
(7) energetic
adj. 积极主动的，精力旺盛的
(8) portray
v. 描绘，表现
(9) ...we need to launch an intensive advertising campaign in order to improve brand awareness.
launch
v. 发起
intensive
adj. 密集的
advertising campaign
广告宣传
brand awareness
品牌知名度
(10) It would have to be someone in the public eye, keen on sport, good looking.
keen on
热衷于，喜爱
(11) But he'll be expensive, we have to take cost into account.
take...into account
考虑到
(12) He appeals to teenagers with his uniqueness.
appeal to
有吸引力，有感染力
uniqueness
n. 唯一性，独特性
拓展表达
recommend v. 推荐
endorse v. 在（广告中）宣传
popular adj. 受喜爱的，流行的
celebrity charm 名人效应
consumer insight 消费者洞察
communication strategy 传播策略
macro trend 宏观趋势
audience analysis 受众分析
creative concept 创意概念
precision marketing 精准营销
The spokesperson has been used to enhance brand image frequently.
代言人常常被用来提升品牌形象。
Some celebrities get paid millions for endorsing fashion brand.
有些明星因为代言时尚品牌而获得几百万的报酬。
职场Tips
考察一名代言人是否适合代言本公司产品，有以下几个角度可供参考：代言人的粉丝群与产品目标受众是否吻合；代言人的内在气质与品牌的内在气质是否搭调；代言人的个人品质是否可靠；代言费用是否在可承受范围之内。选好代言人不仅能够让产品的销量得到提升，更能让产品在消费者心中留下印记，从而提升产品的知名度。
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