摘要
随着广告行业的发展，名人代言作为一种重要的营销手段在品牌传播中占据核心地位。本研究旨在系统评估名人代言的广告效果，并深入分析其中潜在的风险因素。通过整合定量与定性研究方法，本文采用问卷调查、案例分析及访谈相结合的方式，收集了来自消费者、广告主及代言人的多维度数据。研究发现，名人代言对品牌形象塑造和产品认知度提升具有显著正向影响，但其效果受名人匹配度、公众形象稳定性及广告创意设计等多重因素制约。此外，名人负面新闻或不当行为可能对品牌造成严重损害，这种风险在信息传播迅速的新媒体环境下尤为突出。本研究创新性地提出了基于“动态适应性”的名人代言风险管理框架，强调品牌方需建立实时监测机制并制定危机应对预案。这一框架为广告实践提供了理论支持，同时丰富了现有广告效果评估体系。总体而言，本研究不仅揭示了名人代言的核心作用机制，还为相关利益方优化合作策略提供了科学依据，具有重要的学术价值和实践意义。
关键词：名人代言；广告效果；风险管理；动态适应性；品牌传播
Abstract
With the development of the advertising industry, celebrity endorsements have become a crucial marketing tool, occupying a central position in brand communication. This study aims to systematically evaluate the effectiveness of celebrity-endorsed advertisements and analyze the potential risk factors involved. By integrating quantitative and qualitative research methods, this paper collects multidimensional data from consumers, advertisers, and endorsers through a combination of questionnaires, case studies, and interviews. The findings indicate that celebrity endorsements significantly enhance brand image construction and product recognition; however, their effectiveness is constrained by multiple factors, including celebrity-brand fit, the stability of public perception of celebrities, and the creativity of advertisement design. Moreover, negative news or inappropriate behavior by celebrities can severely damage brands, a risk that is particularly pronounced in the era of new media where information spreads rapidly. Innovatively, this study proposes a risk management fr amework for celebrity endorsements based on "dynamic adaptability," emphasizing the necessity for brands to establish real-time monitoring systems and develop contingency plans for crisis management. This fr amework not only provides theoretical support for advertising practices but also enriches the existing evaluation system for advertising effectiveness. Overall, this study reveals the core mechanisms underlying celebrity endorsements and offers scientific guidance for optimizing cooperation strategies among relevant stakeholders, contributing both academic value and practical significance.
Keywords：Celebrity Endorsement; Advertising Effectiveness; Risk Management; Dynamic Adaptability; Brand Communication
目 录
摘要 I
Abstract II
一、绪论 1
(一) 广告中名人代言的研究背景与意义 1
(二) 名人代言效果评估与风险分析的研究现状 1
(三) 本文研究方法与技术路线 2
二、名人代言效果的评估体系构建 2
(一) 名人代言效果的核心影响因素分析 2
(二) 效果评估的关键指标与维度设计 3
(三) 数据收集与量化评估方法探讨 3
三、名人代言的风险来源与管理策略 4
(一) 名人形象危机对广告效果的影响 4
(二) 法律与道德风险的识别与防范 4
(三) 风险管理机制的设计与实施 5
四、实证研究与案例分析 5
(一) 典型名人代言案例的效果评估 5
(二) 名人代言失败案例的风险剖析 6
(三) 结合数据的综合分析与启示 6
结 论 8
参考文献 9
