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Celebrities, Products, and Presentation Styles: Celebrity-endorsed TV Commercials in China
Zhen Sun
Celebrities, Products, and Presentation Styles: Celebrity-endorsed TV Commercials in China
Zhen Sun
Celebrity endorsement advertising has become a remarkable phenomenon in many countries as well as in China. Given the rising popularity of celebrity endorsements in China during the past two decades and the lack of relevant studies, this book seeks to fill the research gap. It mainly employs the method of content analysis over an extended sample of Chinese television commercials to generate new research evidence about the nature of celebrity advertising. The characteristics of celebrities, the matching relationships between celebrities and products, and the presentation styles of celebrity TV advertising are analyzed thoroughly. The findings lead to a few conclusions that have important implications for both theory and practice. Advertising practitioners will find this book useful in helping determine the match relations between celebrities and products and select the most appropriate celebrity endorsers. The book will deepen a reader's understanding of contemporary consumption culture and celebrity culture.
Media | Books Paperback Book (Book with soft cover and glued back) |
Released | August 20, 2010 |
ISBN13 | 9783838396736 |
Publishers | LAP LAMBERT Academic Publishing |
Pages | 176 |
Dimensions | 226 × 10 × 150 mm · 267 g |
Language | English |
See all of Zhen Sun ( e.g. Paperback Book )